We set out to create an Eloqua-based sales enablement solution for enterprise selling teams via account-based email content helping them to better engage with top-of-funnel prospects at target accounts, or to re-engage with qualified prospects that had gone cold. A key to the strategy was to pivot off of compelling events to engage prospects via heavily personalized account or industry-specific content based on input from the salesperson.
The personalization engine was powered by rich internal research provided by internally produced, industry-specific research from specialized internal product marketers and experts. Leveraging this rich content we knew we could identify key pains and priorities triggered by account-specific compelling events such as mergers, acquisitions, regulatory changes, leadership changes and more to create relevant content based on job role, company, industry, and other known characteristics.
The insight-driven, account-specific content was crucial to the success of the overall project. In all, we needed to develop a content marketing model and supporting Eloqua automation scheme to enable sellers to enter parameters and get customized, account-based outbound emails with highly personalized and relevant messaging created after research into a prospect account’s current situation.
1. Create customized content that sellers can use to secure the first interview with a new prospect, sent via email and focused on whatever relevant information can be utilized about the account.
2. Re-engage with a prospect that has gone ‘cold’ leveraging information that has been discovered in earlier conversations or based on a new, compelling event to create personalized content based on environment, requirements and pain points.
Step 1: A “modular” content approach was adopted to dial into the various industries, topics, and personalization objectives. A lot of work was done to determine what are the:
- Compelling events that can act as the catalyst to make the timing for outreach seem organic
- Industry or account-specific insights that would compel a prospect to engage with the email
Depending on the customization selections from the salesperson, the final piece of content could adapt in form to create a relevant, account-specific message designed to compel a prospect to engage with the salesperson. In a technical aspect, the modular content approach aligns with dynamic content format in Eloqua.
Step 2: An Eloqua form, hosted on a landing page, shared with the salespeople and equipped with a custom Eloqua database lookup function, was created. This is the where the seller indicates the compelling event, job role, company, and industry for the prospect to be contacted. An important part of this form is bringing this custom content outreach information inputted from the seller onto a Custom Data Object that would drive the logic for the rest of the prospect-facing assets.
Step 3: Creating dynamic, personalized email and prospect-facing landing page assets using CDOs, dynamic content, signature rules, and field merges was the final configuration for the project. Each of these in combination on emails and landing pages allowed us to keep the assets as streamlined as possible with high personalization and flexibility. The prospect email directs the prospect to an account-specific landing page populated with relevant industry information, and with a premium content offer for download or accelerator links available that provide the prospect with an opportunity to indicate they would like to speak to the salesperson. Conversions on the landing page and the direct inquiries to the sellers are the main metrics being tracked.
In total, the coordination of all the efforts took many months. Dialing into the right content was the driver for the program, as without account-specific and relevant content prospects will not be interested in engaging with the emails. Keeping the development in Eloqua streamlined with an easy UX was a delightful challenge and leveraged a wide range of the expertise I have developed through my Eloqua training.
A main driver of this project was to drive engagement from targeted sources. A lot of heavy lifting went into creating personalized, account-based content that we’re measuring the success of initial engagement through email opens and click-through. From there we are measuring conversions on the landing page through premium content offered.
We are in the infancy of the program and gaining performance data, but the metrics that we’re measuring success and using to optimize this program are meetings set with sales, sourced and influenced Opportunities, and of course revenue from Closed Won Opportunities.
Courses that helped
B2B: Fundamentals of Forms & Landing Pages
B2B: Blind Form Submits
Integrating Custom Objects with Campaign Canvas
B2B: Effective Marketing with Custom Objects
B2B: Personalizing Campaigns