Do you use LinkedIn paid ads?

 

And wouldn’t it be amazing if you could pull that information directly into your Eloqua campaign?

 

Well then, read on...

 

We recently went live with our brand new Health campaign. An integrated campaign with an omni-channel approach to attract prospective clients through our Thought Leadership content.  Our content is available to download via a dedicated Microsite and through our Uberflip Hub.

 

Traffic to these content points is coming in organically through various channels, we are lucky to have great support from our external partners; Simple Truth, Demandbase and Rise Interactive, to drive this.

 

Functionality has been implemented to enable a seamless user experience across our Microsite and Uberflip Hub. Our content is gated and all lead generation forms are feeding into just one Eloqua form. We capture our UTMs through hidden form fields(1) allowing a truly complete view of all interactions and channels in one place.

 

…except for our LinkedIn paid ads which use the LinkedIn hosted forms. 

 

Which leads me to our challenge, how can we integrate our LinkedIn Lead Gen with our Eloqua campaign?

 

Our campaign includes a highly dynamic follow-up email(2). The dynamic content is driven by a Custom Data Object (CDO).  The Eloqua form sends custom values to the CDO via conditional processing steps which determine the value to be sent.  We have 5 dynamic sections within the follow-up email, each with 30+ rules, to ensure that follow-up is directly related to the content downloaded and offers up a highly relevant next CTA to continue the journey. 

 

We want to drop our LinkedIn Lead Gen contacts into the follow-up campaign and not by way of an export and upload process, this must be an automated and instantaneous approach.

 

That’s when we discovered the LinkedIn Campaign Manager App (oooh!).

 

Firstly, you will need to download the App. I will not cover this here, only to say it is a very straightforward process. 

 

LinkedIn Campaign Manager.jpg

 

 

Once you have the App you will notice a new step is available in your multi-step campaign canvas (well 2 new steps actually, but you only need the one for this).

 

To view this new step you will need to maximize your campaign steps pane and fully extend the menu.

 

You can use “LinkedIn Lead Gen Forms” as your segment.

 

Double click or click and drag to add this to your canvas in the usual way.

 

Campaign Steps Pane.jpgConfigure cloud feeder.jpg

 

 

Next configure the cloud feeder:

 

  • Click the pencil to open the feeder.

 

  • Select your credentials from the drop-down.

 

  • Choose your LinkedIn Ads Account from the drop down under "LinkedIn Lead Gen Form" section.

 

  • Select your LinkedIn form.

 

Your LinkedIn form fields will then be displayed and you will need to map each to the corresponding Eloqua contact field.

 

This is how you bring your contacts into Eloqua, but then what?

 

 

 

 

LinkedIn Lead Gen Forms.jpg


 

 


Once configured the "LinkedIn Lead Gen Forms" step is essentially your segment. From here you can build out your campaign however you would like, send an emails, add to a shared list, etc.

 

Then we discovered another equally amazing (if not even more so) step in the campaign canvas menu “Form Submit".

 

This is by far, my favorite step in campaigns!

 

You can find “Form Submit” in the Actions section of the menu.

 

And it does just what it says, it submits a form! Who knew?

Actions Menu.jpg

 

So we built out a simple campaign flow.

 

First we add the contacts to a shared list so we have all of our LinkedIn Lead Gen contacts in one place.


Then we submit our Eloqua campaign form, the same form used across the campaign. When configuring the Form Submit step note it is possible to submit static values.

 

We set static values for our hidden UTMs, and specifically the key field for us "UTM_Content". The value is set so the submission comes through as if the contact had downloaded the piece from either our Microsite or Uberflip hub. 

 

And voila! As if by magic, the "UTM_Content" field value triggers the conditional processing step in the form, the custom value is pushed to the CDO, triggering the dynamic content rule needed to populate the dynamic sections of the follow-up email.

 

 

Campaign Flow.jpg

 

Via another form processing step the contacts are dropped into another campaign where they receive the follow up email.  The reason for this (vs sending the email via form processing) is to have a short wait before the email. This ensures the processing steps can update the CDO before the email send. We have a lot of processing steps(!) so just in case there is a short delay this is our safety net.  Also, there is the added benefit that via a campaign email send we can identify anyone coming in from LinkedIn who is on our master exclude list, these contacts are then excluded from the email send.

 

We now have several LinkedIn Lead Gen forms set up in this way, all flowing into Eloqua and seamlessly receiving our campaign follow-up emails.

 

By adding these contacts to Eloqua and submitting our campaign form through the campaign canvas, we are able to integrate them fully into the broader campaign and our lead scoring. We can track their future interactions through the email follow-up and beyond.  It's early days for this campaign, it has only been live for just over 1 month, but through the LinkedIn Campaign Manager App, we've already captured over 200 new contacts.  By bringing them into Eloqua we can nurture them through our campaign as we offer up the appropriate content pieces to move them through the buyers journey, monitoring them every step of the way through our lead scoring model.

 

These two pretty simple campaign steps have dramatically improved our campaign approach, and the quality of our leads. And improved our understanding of which channels are best to reach our contacts.

 

  1. Oracle University: Capturing Information for a Multi-Touch Campaign (WBT)
  2. Oracle University: B2B Personalizing Campaigns