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?
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
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
- Content Name - The unique value that will be passed to the form submission data and used as unique identifier of the event.
- 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:
- Show a message in the place of the form saying something like: “Sorry, this event is now full.”
- 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: