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Tom Ryan

How We Count At Sage

Posted by Tom Ryan Sep 26, 2018

The Solution

At Sage, we run regular events across the globe. We don’t always have a standard event platform in use in a country, so we needed a way to be able to count registrations for an event where places or tickets are limited. So, how do we limit registration? By counting the number of registrations using an Eloqua Custom Data Object, and offering a different experience on the registration landing page once the quota has been reached i.e. once the event has sold out!

We like to build great user experiences in the Marketing Automation Team at Sage so our stakeholders and customers don’t even notice how complex an activity really is. When building this process, we need only ask one question of the field marketing manager who requested the registration landing page: “how many registrants before your event is full?”

 

Setting a Unique Value per Event

Every time a form is submitted at Sage, a unique value relating to this specific form (or ‘action’) is posted to the form submission data. We call this our ‘Content Name’. This allows us to identify the action that has just occured. In the example of a registration for a specific event, we might see a Content Name of NPS_EVE_TomRyansEvent. Every time someone registers for this event, that value is posted in the form submission data. So, how do we use this to count registrations?

The CDO

We started by setting up a new Custom Data Object in Eloqua called Master Campaign Response Count. This CDO has only two fields:

  • Content Name
  • Submissions

The ‘Content Name’ field is set up as the unique identifier.

Form Processing Steps

Once a form submit occurs, we use a form processing step to post the unique content name to the Master Campaign Response Count CDO. This adds the value into the CDO if it doesn’t already exist (I.E. for the first time this form is submitted). 

It’s set up like this:

Then a second form processing step is used to update the ‘Submissions’ value in the CDO incrementing it by ‘1’ each time a form submission occurs.

It’s set up like this:

Now, every time a contact submits that form, the value in the ‘Submissions’ field increases by 1. In other words, this field shows how many submissions we’ve had of that specific form.

 

The Landing Page

We use a small piece of JavaScript on the Eloqua Landing Page to change what is displayed to the user depending on how many times the form has been submitted. We only require that the values for the following variables are set:

  1. Content Name - The unique value that will be passed to the form submission data and used as unique identifier of the event. 
  2. Number of Registrations - This number is changed to match whatever the maximum allowed registrations will be.

This makes implementation very easy for our Marketing Automation colleagues. Once implemented, this custom code does the following:

  • An Eloqua Web Data Lookup to the Master Campaign Response Count CDO
  • Checks the number of ‘Submissions’ for the given ‘Content Name’ in the form.
  • And then, if the number of Submissions has reached the maximum allowed, it can either:
    1. Show a message in the place of the form saying something like: “Sorry, this event is now full.”
    2. Or, we can go one better, and show a different form with a heading like this: “This event is now full. Please complete this form if you would like to be added to the waiting list”.

The waiting list allows us to offer a place to contacts if another contact tells us they won’t be attending, thereby ensuring full event attendance. More importantly, a waiting list form allows us to continue to gather contact information, even though the event is sold out!

 

Results / Contribution

This process is live globally at Sage, and has been used on for many event landing pages. It allows us to continue using Eloqua forms for event registration, while offering some neat functionality for our Field Marketing team. A great user experience keeps our customers and prospects coming back to our sites again and again - which is our primary focus. The following course was important to the completion of this project:

Two decades ago, at the heyday of dotcom boom, I was a principal developer for a top-notch brokerage firm Charles Schwab that was metamorphizing itself from a brick & mortar store to a click & mortar “startup”. One day, our vendor ATG - located in San Francisco conveniently across the street where I worked invited us over to showcase a fantastic new tool they were developing. It immediately left me an indelible impression ever since. It was the beta version of an application called “Personalization” built into the web management system. With diamonds and boxes, Personalization was built on top of users’ online trails to funnel them along the goal path of conversion. The arrows and blocks albeit jagged etched deeply in my mind. Like Eloqua, ATG became part of Oracle and the Personalization tool is still around nowadays. Yet, ATG Personalization simply pales in comparison with the amazingly empowering Eloqua in every way. To me, Eloqua simply stands out above the rest in marketing world with its state-of-art funnel visualization, conversion metrics, analytics report and comprehensive end-to-end service suite.

 

Challenge: Holistic Atlas of Eloqua

The first project I jumped on while accelerating my jogging toward Luminary was a Cutover project – it migrated and translated a legacy system of a different marketing tool to Eloqua. One overriding challenge was the immediate need for the all-encompassing presentation at grant scale, or an atlas to map all related campaigns, programs, algorithm, dataflow and processes in the way jigs are pieced together to bring out the jigsaw puzzle. The key goal is to provide a big picture without forfeiting details crucial for decisions and actions to be gazed into by all parties. While they need to mirror the original legacy, these diagrams focused on charting the segments, objects and flows in juxtaposition of orchestration, assets, and audience (especially the net new prospects) woven with rulesets and algorithms to visualize the closed-loop funnel for every campaign and program in minute detail. Built and created on top of the Eloqua complexity, rich spaghetti-like logics and deeply embedded datatools, the flowcharts I created in Visio to chart and document was used as the last reference for scrutiny, for comparing with the legacy functionalities, for locating the potential error or bug and the fix.  I am elated that they were put to good use and helped for developing, verifying and signing off the release.


Thanks to the fantastic Oracle University Cloud courses that empowered and prepared me for Eloqua, together with my Visio diagramming skill, the flowcharts are proved crucially needed for documenting, developing, QAing and release of the Cutover.
The acquisition and integration have raised the bar to transform the consumer security industry and the Cutover was an integral part of it. This is a teamwork and I am glad to be a part of it.


To illustrate, the initial rounds of Cutover testing detected a repeated inconsistency of data for Lead in terms of the ID value. That issue might involve any detail of programs or rules anywhere, and it was a challenge for the Team to ferret out the bug and its location for the quick diagnosis and solution. With the help of my integrated DFD diagram that connects the dots, visualizing the end- and entry- points of the  flows composed of multiple programs, we were soon able to notice that might be resulted from the steps of Lead ID updating being too late for certain fraction of prospects (see the segment of previous dataflow below):

bug.jpg


As a result, timing and condition updates were made accordingly for sending the contacts to CRM to make sure it was in time and with a sufficient wait duration to finish the job before the next. 
Our discovery based on the diagram ended up with a consolidation that solved the issue as the timeline got imminent (please refer to the  illustrations attached below for the fix).

fix.jpgprogram2.jpg

eloqua-award.jpg

 

By the way, thanks to my newly acquired Eloqua expertise and what I did for the Projects, I received a Level 1 Award as shown.  I have been continually working on different Eloqua instances.


Benchmark: A Fresh Start

The successful launch of the new Eloqua service in early September 2018 for the acquisition was followed by the decommissioning of the old system. The success of the project to cutover to Eloqua is manifold and

the following are the highlights:

  • With our dominant marketing automation tool being Eloqua, what the Cutover Project has accomplished is first and foremost the alignment of the new acquisition to the corporate system and streamlined the marketing to sales integration and synchronization.
  • With the Cutover project migrated to the entire E2E architecture and platform, it has brought with it the greater software and application portability and reusability.
  • The migration and Cutover resulted  in cost savings to the business due to service decommissioning and the economic scalability.
  • It put to rest a legacy application that is non-standard and brought the marketing automation system onto the enterprise standard platform.


As an integral part of the acquisition, the phases of the whole project started with team plan for Eloqua Cutover development, involving communication and interactivity between IT, business team and stakeholders, visualizing and mapping the Eloqua campaigns, programs, data logic flow that connects complex information, data storage and inbound/outbound synchronization, and last but not the least, complying with the regulations via audit trail and analysis for continuous improvement.

 

For each phase of the project, I met and worked together with the manager and developer proactively to collect the requirement updates and development details regarding the campaigns, decision and actions. Above all, the perusal of the sandbox canvas, assets, tools and rules are indispensable to update and confirm for me with the latest and greatest of specifics. Altogether we verified the accuracy of the dataflow logics to the minute detail before presenting them to the Team. The end result helps tremendously the validation, finalization and launch of the project.

 

The Cloud Courses: My Shortlist

The Cloud courses are the holy grail for learning Eloqua. To me it is superset that I drew on and benefited from. Here is a short list I reckon as most helpful in hinder-light:

  • Modern Marketing for Oracle Eloqua
  • MM: Revenue Performance Management
  • B2B: Introduction to Eloqua Fundamentals
  • b2B: Eloqua Fundamental
  • B2B: Prioritize & Process - for Lead Scoring
  • B2B: Convert with Custom Objects - dynamic content on canvas

I also bookmarked the following for later use:

  • B2B: Insight for Analyzers
  • B2B: Advanced Dashboard Functions

Last of all, the course on Writing a Great Blog Post is definitely helpful for this blog. All the exams are the best brain teasers.

 

On the eve of Luminary Certification, I feel as proud as I am humbled. Allow me to conclude with a quote from Henry Thoreau, one of my favorite authors I read:

“What extracts from the Vedas I have read fall on me like the light of a higher and purer luminary, which describes a loftier course through purer stratum. It rises on me like the full moon after the stars have come out, wading through some far stratum in the sky.”

 

There is not a shadow of doubt that if and when I am certified as “Luminary”, my source of light - as Vedas to Thoreau, is each and every Cloud course by Oracle University. I am obliged for the golden opportunity and my sincerest thanks first go to my Supervisors Chetna Mahajan, Sarika Saoji, and Chris Seepe and Asit Jagtap, the Eloqua Dream Team especially Amravathi Rao, Snehal Tamhane, Lalitha Padallaparthi, et al. at Symantec. I am indebted to Oracle University All Star Team, particularly to Gretchen Bulan and all the staff, for their unfaltering help and encouragement all the way along my journey.

 

I feel honored and humbled as a new member of Eloqua Community. Just like everything for everybody else, well begun is half done.

The Preference Centre is an area of the customer experience that often gets overlooked but should this require any less attention than any other area, especially when you consider it could be the last touchpoint before losing a potential customer?

This article will explain how we used an Eloqua landing page, JavaScript and form processing steps to create an enhanced global preference centre.

 

Overview

At Sage, we required a preference centre that would be provide a great customer experience for all types of business user - ranging from the tech-savvy enterprise user, to the small business owner who struggles to use a basic email client – across 26 countries with multiple languages and legal requirements.

 

The Problem

 

old-preference-centre.PNG

 

Major improvements were required to our previous preference centrefile:///C:/Users/darren.smith/AppData/Local/Microsoft/Windows/Temporary%20Internet%20Files/Content.Outlook/W4E54X1E/Luminary%20Submission%20-%20Darren%20-%20with%20notes.docx#_msocom_1. While the functionality to allow customers to unsubscribe and manage their preferences existed, there were six key issues identified in terms of customer experience:

 

  • Old non-responsive design – poor experience for mobile users.
  • Current marketing preferences of customer were not pre-populated.
  • Unclear of how customers should unsubscribe (customer could unsubscribe from all emails and subscribe to certain email groups at the same time).
  • Key attributes, including country and source campaign, were not recorded.
  • Customers could not let us know if their personal contact details had changed.
  • It was hard to manage as it consisted of two landing pages per region (50+ landing pages).

 

The Solution

 

new-preference-centre.PNG

 

To address these issues, a complete redesign of the preference centre was completed, addressing the issues outlined and more. The solution was to create one master global landing page that could be used across every country Sage operates in. We could address the past issues with the following:

 

  • One landing page used globally, dynamically changing language and country through JavaScript on page.
  • A one-click unsubscribe option from email footers making it clear that the user had unsubscribed – key consideration with upcoming GDPR regulations.
  • The current contact marketing preferences were pre-populated into the preference center from Eloqua.
  • A new feedback form was introduced to record the reason a customer had chosen to unsubscribe.
  • An option to update personal contact details.
  • All preference changes (including unsubscribes) tracked by specific campaigns and regions.

 

 

Implementation

 

Everything we implemented was done within Eloqua using only a single landing page with custom query strings and JavaScript, and a few Eloqua forms with different processing steps.

 

The Landing Page

 

A key requirement for us was minimising the number of landing pages required, deciding on 1 landing page to handle all the required functionality across all regions. To do this we utilised a combination of query strings and JavaScript (specifically jQuery) to perform different actions based of the query strings:

 

  • Query string of l=language was used to change the language of the entire page, e.g. adding l=fr would translate the entire page to French.
  • Query string of u=1 would perform a form submit on page load (in the background, unsubscribing the contact and presenting a different message (“Please let us know why you have unsubscribed”).

 

The Forms

 

To execute the different actions from the preference centre page, three separate forms were created:

 

1. Update Preferences

 

This form is submitted when a user wants to change their preferences. The form uses Form Processing steps to either subscribe the user to certain email groups, or completely them from all emails depending on the options they choose.

 

update-preferences-form.PNG

 

2. Record Unsubscribe Reasons

 

When somebody completely unsubscribes, they are presented with a one-question survey asking why they have chosen to unsubscribe. A processing step is used to record responses from this feedback from to a custom data object which can be used for reporting.

 

unsubscribe reasons.PNG

 

3. Update Personal Contact Details

 

The third form gives the user the option to update their personal contact details in Eloqua with any new details (e.g. change of job title, phone number, etc.).

 

Results

  • 81% feedback response rate from unsubscribes, allowing greater insight into why and where customers unsubscribe No feedback was recorded previously.
  • 1% of contacts re-subscribe immediately after unsubscribing. The option to do this was not available in old preference center.
  • 100% tracking of which campaigns people are unsubscribing from. This means certain types of campaigns can be assessed and adjusted if required.
  • 90%+ reduction in complaint emails thanks to the user-friendly unsubscribe mechanism.

 

Insights provided into why customers are unsubscribing have been useful in understanding the habits of our customers. For Sage, the primary reason for subscribing was receiving too many emails, which is fed back to the field marketing organisation to try and condense the number of monthly email sends and prioritise certain campaigns.

 

Thanks to our consistent naming convention, we have been able to tell when customers feel the content is not relevant to them at a product level. Passing the information to the field marketing organisation and business intelligence teams to identify trends, allows us to target the right type of customers with the right messages.

 

Key takeaways

Using a combination Eloqua’s standard features – landing pages, form processing steps, custom data objects, data lookups – along with some custom JavaScript code, you can easily customise your Preference Centre to have a world-class customer experience.

More information on the areas used in this articles on the following University Courses:

  • Engage & Enrich
  • Relevance & Retention
  • Prioritize & Process
  • Develop & Design

The Campaigns that I would like to discuss today are a little bit different from the typical Campaigns that we send externally. These Campaigns are directed internally; in this case, for the purpose of generating data to test and demonstrate the capabilities of Insight reporting. With this example, I will describe how we set up the Campaign, what we wanted to achieve, and considerations for your internal Campaigns.

 

With the switch from Classic Insight reporting to Insight, we wanted to run a series of internal campaigns to generate data that we could use to test Insight reports. We identified a group of 16 internal recipients; to make sure that the Segment is large enough and provides activity over the course of several weeks, across different assets areas. The main goal with our internal Contacts was to have them all at least open and click on several emails, then specify additional activity requirements for a portion of the Contacts. We created a test plan with specific actions that the Contacts in our Segment are to take in each email they receive.

 

Recipient_Actions.png

 

We created two Multi-Step Campaigns in Eloqua. First, a short 3-email touch Welcome Campaign to run over the course of one week. And secondly a 4-email touch Nurture Campaign that runs over the course of 2 weeks and has separate paths for those recipients that click in the emails and later fill out a form. There were two segments that fed into the Welcome Campaign, our recipient Segment of Contacts and a Segment containing bad email addresses and a personal email address. This way we have valid recipients, plus bounceback and opt-out email addresses in the Campaigns. Contacts that complete the Welcome Campaign are moved into the Secondary Nurture Campaign.

 

Internal_InsightTest_Welcome_Campaign.png

 

Internal_InsightTest_Secondary_Campaign.png

 

These Campaigns resulted in successfully sending over 120 total emails. Through the tracked activities by only 16 Contacts, we generated reporting data for Campaigns, Contacts, Emails, Forms, Landing Pages, and Website Visitors. These Campaigns and the associated activities helped us accomplish our goal of generating sufficient data to report and demonstrate in Insight.

 

Segment

Email Name

Total Sends

Total Delivered

Total Opens

Unique Opens

Total Clickthroughs

Unique Clickthroughs

Unique Form Submissions from Email

Internal - ELQ Users

TPG_Internal_InsightsTest_Welcome1_JUL2018

16

16

50

12

2

2

0

TPG_Internal_InsightsTest_Welcome2_JUL2018

16

16

26

12

11

9

0

TPG_Internal_InsightsTest_Welcome3_JUL2018

16

16

41

13

8

7

0

Personal and Bad Email Address

TPG_Internal_InsightsTest_Welcome1_JUL2018

4

1

2

1

0

0

0

TPG_Internal_InsightsTest_Welcome2_JUL2018

2

0

0

0

0

0

0

TPG_Internal_InsightsTest_Welcome3_JUL2018

2

0

0

0

0

0

0

Internal - ELQ Users

TPG_Internal_InsightsTest_Secondary1_JUL2018

18

18

23

13

10

9

0

TPG_Internal_InsightsTest_Secondary 2a_JUL2018

7

7

5

4

2

2

2

TPG_Internal_InsightsTest_Secondary 2b_JUL2018

9

9

16

7

3

3

3

TPG_Internal_InsightsTest_Secondary 3a_JUL2018

10

10

15

4

4

4

4

TPG_Internal_InsightsTest_Secondary 3b_JUL2018

6

6

16

6

3

3

2

TPG_Internal_InsightsTest_Secondary 4a_JUL2018

5

5

1

1

0

0

0

TPG_Internal_InsightsTest_Secondary 4b_JUL2018

11

11

20

9

10

8

0

Total

 

122

115

215

15

53

15

10

 

 

Now that you’ve seen an overview of our Campaigns, let’s talk about considerations and areas of improvement. Just like with external Campaigns, consider your goals before you start building. Practice the same rules for benchmarking and reporting. Do you have similar Campaigns that you’ve sent to the same Segments in the past? Use those as a reference.

 

Having a good relationship with your colleagues and coworkers can benefit your internal Campaigns with more engaged Contacts. Make a test plan, a simple spreadsheet or text document, to share with those Contacts in your Segment. Your test plan should list expectations; and instructions, if you want them to take specific actions. You don’t have to list each step, like your Operations documents may include. But, you want to give enough detail that it’s easy to follow.

 

Just as with external Campaigns, internal Campaigns can result in lesson learned and areas of improvement. For our Campaigns, we didn’t initially include bad email addresses and Contacts to test opt-out. We extended the Campaign and added them as a separate Segment, but this also resulted in the need to communicate out this extension to the stakeholders depending on the data. If your Campaign misses a goal, includes an error or two, or just doesn’t meet your measure of success, approach it as you would an external Campaign to note areas of improvement.

 

I hope this overview of our Campaign, its goals, considerations, and areas of improvement has been helpful and insightful. While similar to external Campaigns, internal Campaigns should afford you more control and management of the outcomes. But, don’t be surprised if it doesn’t follow the plan to the letter. There are still many variables and different outcomes which fall outside of the control of even the most diligent marketer.

 

Happy campaigning, whether external or internal!

Challenge:

We have a contact limit in our contract with Eloqua and we were getting dangerously close to the limit. The company does not have the budget to pay for additional contact storage so we needed to find a way to lower our contact count without jeopardizing the integrity of our database. Another challenge is that we use SFDC and data syncs between the 2 systems regularly. We also needed to make sure that any contacts removed from Eloqua were not coming back into Eloqua from SFDC through auto synchs.

 

Goals for Success:

The main goal for success is getting below our contact limit to allow for acquisition of new contacts.

 

Solution Summary:

We decided to explore a way to delete unsubscribed and hard bounced contacts from Eloqua on a monthly basis. Unsubscribed and hard bounced contacts are identified regularly by a segment filter and are added to a CDO once a month. Then a contact checkbox field is marked and synced with SFDC to ensure the contacts do not return to Eloqua after they are deleted. Once the field is marked in SFDC, the contacts are deleted from Eloqua.

 

The following is an outline of the steps we took to implement this initiative.

 

Criteria:

We created a segment to look for semi-recent unsubscribes and hard bouncebacks.

Criteria is as follows:

Contacts who have unsubscribed 3 months ago or longer
OR
Contacts who have hard bounced 3 months ago or longer

 

Important programs, list, and custom object

  • Program - This program will add to your shared list and mark records with the do not synch checkbox in Eloqua before moving to the following program builder.
  • Program Builder - This program builder will mark your checkbox in SFDC to ensure that records do not re-enter Eloqua from SFDC after deleted.
  • Program Builder – This program builder will automatically delete your contacts.
  • Shared List – Create this to save your unsubscribes and bouncebacks into regularly. This gives you a quick way to pull all of these contacts monthly to save to a CDO.
  • Custom Object – Create this to save your unsubscribe and bounceback data, so you still have it in Eloqua but it’s no longer clogging up your contact limit.

Frequency

This process to identify unsubscribes and bouncebacks older than 3 months is always running and always evaluating. Once they are in the program canvas they will enter a hold step waiting for action by a member of the marketing ops team.

Once a month, marketing ops will save all the records into a CDO and then move records on through the process so they are deleted.

 

Flow

Any contacts who meet the criteria in the segment (details above) will be added to the program. They are added to a shared list and then a wait step.

Once a month, the marketing ops manager will export the shared list and upload to Custom Object that will save historical unsubscribes and bouncebacks.

 

Export Shared List

In the navigation go to Audience > Tools > Shared Lists > search for your shared list.

Click Export at the bottom of the list and make sure to select export ALL CONTACT FIELDS.

 

 

Upload List to Custom Object

After you’ve saved the list to your computer, navigate in Eloqua to Audience > Custom Objects > search for your custom object.

At the top right select Custom Object > Upload Custom Object Records.

 

 

 

Step 1: Data Source

Name your list and choose the data source.

 

 

Step 2: Upload Data Source

On the next page, choose your file then upload. Double-check the data in the preview to make sure it’s the correct list.

 

 

Step 3: Field Mapping

Uniquely Match on Eloqua Data Card Field: Email Address. (see screenshot below)

Be sure to map the fields using the Auto-Map Fields button.

 

 

Step 4: Upload Actions

Set the status of uploaded data cards to Registered.

 

 

Step 5: Summary

Review all the details and make sure that your email address is listed to receive a notification. Then click Finish at the bottom.

 

 

Move to next step in Program Canvas

After uploading the records to your custom object, head back to your program canvas. Move the campaign members from the 1000 Days Wait step to the Wait step right below it for 0.1 Hours. This will allow the contacts to continue moving through the program.

 

Update Rule - Mark To Remove: This step marks the SYSTEM – To Remove From Eloqua checkbox.

 

Has Lead ID? Has Contact ID?: These decision points will move contacts to the CRM Update program builder to update the Do Not Sync With Eloqua checkbox in SFDC IF a SFDC lead or contact exists.

 

If there is no lead or contact ID, the Eloqua contact skips the CRM update is immediately moved to the Auto-Delete program builder and is deleted out of Eloqua.

 

Program Screenshot

 

 

Program Builder Screenshot – Marking Do Not Synch in SFDC

 

 

Program Builder Screenshot – Auto-Delete from Eloqua

 

 

Results:

As a result of this program, we have been able to successful remove over 300,000 contacts from our database, keeping our database relevant and clean, making space for new contacts, and staying within our contact limit in Eloqua.

 

 

Helpful Luminary Courses

Email Deliverability, Convert with Custom Objects, Profile & Target, CRM Integrations, Fundamentals Series

Problems to Solve? Yes.   

Beginning in early 2018, The Agency and The Client decided to sit down and review their current lead management process. The Client realized that their sales team was constantly updating the way they assigned new leads to their reps. New sales reps were being hired, others were moving to a different company or being promoted. The current process just wasn't cutting it for The Client anymore - they grew too big.

 

The current lead management process revolves around creating multiple Eloqua forms, sending leads to one program, then creating a lead in their CRM. On each of these many forms, a potential lead must fill out their name, email, and zip code. Once this lead is in Eloqua, there are no defined rules for lead assignment, and once that lead is sent to the CRM, the rules are constantly changing, needing workflows, getting lost, and creating an overall mess within The Client’s system.

 

form zipcode.png

Example of one current form, edited to remove client name/services.

 

 

Due to the issues listed above, The Agency decided to make a Single Lead Form that will now rely on language, assigning to only one of two managers, prevent the leads from getting lost or miss-assigned, and overall saving the management team and sales reps time. Which we all know, time is money!

 

 

Ready, set, goal!

The goal The Agency set for the Client is pretty simple. Ease of processes for the sales reps, decreased time spent on Eloqua updates for lead assignment, all forms updated for removal of the postal code field and replaced with a Language picklist field.

 

What’s Going On?

With weekly meetings, the sales managers were able to get feedback on the lead assignment process in their current CRM system. Reps provided feedback about the time it takes to assign leads while also keeping in mind the leads language preference and the sales reps' availability to properly connect with that lead. The lead assignment proved to be a very time-consuming task, which would often need to be reviewed, reassigned, or changed, due to new reps coming onto the team, inability to communicate (not everyone speaks French!). The goal, as listed above, is to cut down on time for the sales reps assigning leads, decrease reassignment, and create an overall more streamlined lead assignment process.

 

So, What’s the Plan?

First, The Agency looked at the automation option for a lead assignment using update rules within Eloqua. However, this would require too much reconfiguration as the sales team grew with new lead owners leaving/joining the team, which was the exact problem we were trying to solve. So, we instead decided to update all lead forms within Eloqua to require a language preference. This would mean all forms used for marketing/lead capture in The Client’s Canadian market would need to be recreated, tested, and implemented.

 

The process works as such. The lead fills out an Eloqua form, they select their language preference (helping save time and reassignment from The Client) and then the lead is added to a CRM lead queue for either English speaking or French speaking lead owners. From there, the lead is assigned by one of two Sales Managers. The reason for this is the Sales Managers know what their reps are working on, who knows the accounts, and how much time they can dedicate to each lead. Due to The Agency’s updates in Eloqua and CRM processes, The Client is able to eliminate the issues they were running into before the new process.

Screen Shot 2018-10-09 at 11.00.39 AM.png

 

Then What Happened?

    Once the Eloqua forms and CRM Lead Queues were updated, Sales Reps were able to jump right into the new process.

    The Client currently sees a significant decrease in time spent on lead assignments. The initial assignment from the Sales Manager allows the reps to be given the proper lead the first time around, and don’t need to reassign.

Additionally, within Eloqua, an added benefit of the language preference field allows marketers to send more targeted emails with French or English text. It is estimated the updated Eloqua forms have saved the Sales and Marketing teams about 20 hours a week.

 

Marketing Cloud Courses

The courses that were helpful in creating this process were Forms basics, which allowed me to understand the form submission backend and send these leads to the correct program builder. Also, it was important to know how to create conditional steps on the backend. Another was the CRM integration course. This was important because I needed to make sure all the proper fields were mapped between the two systems correctly, or else the language assignment wouldn’t have worked correctly. Without the knowledge of how the two systems communicated with each other, passing over leads would be impossible!

Do you ever get tired of exporting data to Excel when segments don’t quite seem to get at the data you really want? Fortunately, there are 3 powerful features available with Oracle Eloqua segments that allow you to merge, intersect or trim 2 different filters or lists. For those of you familiar with SQL, this is very similar to using a JOIN.

Let’s assume that we have been provided 2 separate lists from recent events at your organization. We have already gone ahead and uploaded the lists to Eloqua and named them as Attended Event – A and Attended Event – B. Below is what we currently have in our segment:

2 Shared Lists.PNG

 

Merge

Merge is a contact list containing all of the contacts from 2 filters or shared lists.

We have  been asked to pull a few different results from the 2 events. The first request is to create a new contact list in Eloqua with all of the attendees for both events. To do this, simply select both lists in the segment and right-click. From the context window, choose the option to “Merge”.

2 Shared Lists - Merge.PNG

Eloqua will create a new Merged List as shown below:

2 Shared Lists - Merge-result.PNG

 

 

Intersect

Intersect is a contact list containing the contacts that were common in 2 filters or shared lists.

The next request was to see how many contacts attended both events. To do this, you will again select both shared lists and then right-click and choose Intersect from the context window.

2 Shared Lists - Intersect.PNG

 

The result is a contact list that shows 5 records that are common in both shared lists as shown below:

 

2 Shared Lists - Intersect-result.PNG

 

Trim

Use this option to compare 2 filters or lists and trim/remove all the records from a chosen filter that doesn't have any matches in the other filter.

The last request was to provide a list of contacts that attended Event – B, but did not attend Event – A. To do this, you will again select both shared lists then right-click and choose Trim from the context window.

2 Shared Lists - Trim.PNG

 

For this option, you will also need to choose from which filter/list you are going to trim. We will choose to trim from Event – B.

 

trim-select.PNG

 

We already know that there were 151 people who attended Event – B, and we learned from the intersect that 5 of those attended Event – A. Therefore, the result for the trim is 146, and we now have a list that we can use for an email follow-up targeted for that specific group.

 

2 Shared Lists - Trim-result.PNG

 

There are many different ways to utilize the Merge, Intersect, and Trim features. We could have taken this example one step further and created an additional filter with people who have submitted a form or opened an email  then used an Intersect to see how many of these people have recently engaged.

 

Try and do a few tests on your own, and you will quickly see how much time this will save you by not having to export lists into Excel for conducting additional analysis.  This will help you scale your efforts for your business when building segments and improve your productivity. 

 

Here are a few Marketing Cloud courses that were helpful with this particular topic:

  • B2B: Profile & Target
  • B2B: Relevance and Retention

 

Good luck!

 

 

 

 

 

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