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As part of the 2019 update, Oracle University is pleased to offer new and enhanced offerings, all of which are aligned with the most current release, 19B. Below is a summary of what we have done. Make sure to bookmark this page or come back as it will continue to be updated!

 

New Release Content Learning Paths

We know you need to keep your finger on the pulse of updates to the Eloqua application, so we are now creating release-specific learning paths for every quarterly release. We are also working closely with the Product Development Team and including their content in those learning paths. Take a peak at the latest for 19A and 19B in the direct links below!

 

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New Content Format for Live Virtual Courses (LVCs)

We value your time, so we are re-formatting our courses from full day offerings to 3-hour classes. We have also updated every single class per the latest Eloqua release - 19B. Below is the new catalog of what's available. To view upcoming class sessions for all Eloqua courses, click here.

 

What Was a Full Day (or More) Offering....Is Now Broken into Distinct 3hr Courses
Engage & Enrich
Profile & Target
Relevance & Retention
Prioritize & Process
Develop & Design
Eloqua Fundamentals

 

Impact of this Update on the Eloqua Master 2019 Learning Path

There will be no change to the duration of the Eloqua Master 2019 Learning Path (8 hours and 50 minutes of content). The only changes will be that the four distinct fundamentals courses will be listed separately.  To help with the transition, we will keep the Eloqua Master - 2019 learning path as it is until users have had time to continue their training in the new version of the Master path Eloqua - Master UPDATED 19B. Any course you have already completed will maintain the consumption associated with it.

 

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Eloqua Master.pngNew Master.png

 

Impact of this Update on the Eloqua Master 2019 Learning Path

The Luminary learning path will change in duration from  29+ hours of training to 22+ hours. This update is reflective of updates to the Eloqua application. To help with the transition, we will keep the Eloqua Luminary - 2019 learning path as it is until users have had time to continue their training in the new version of the Luminary path Eloqua - Luminary UPDATED 19B. Any course you have already completed will maintain the consumption associated with it.

 

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The below screenshot represents the Engage & Enrich and Profile & Target courses within the Luminary Learning Path.

 

 

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The below screenshot represents the the distinct courses that made up the Engage & Enrich and Profile & Target courses within the Luminary Learning Path.

 

 

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Are you looking for a former class you don't see in the list above? There's a good chance we are modernizing it and you'll see a fresher version soon! In fact, you can already sign up for these BRAND NEW COURSES!

 

New Courses Now Live!
Modern Marketing: Best Practices
Nurturing with Custom Objects

 

Revamped Structure to the Oracle Eloqua Cloud Learning Subscription

We want you to be able to find the right course at the right time, so we have streamlined the Filter options within the subscription and added new job role based learning paths. Now, whether you're preparing to roll out Lead Scoring, kicking off a new nurture campaign, or looking to pull more advanced reports, you'll find the perfect course to ensure your success! We have also updated the Eloqua Course List to reflect these new training paths.

 

New Filters

We have reduced the number of filters, updated the filter types, and created a new, more meaningful one. Now you can search based on the same Eloqua feature categorization that exists in the Eloqua application!

 

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New Learning Paths

Our new job role based learning paths contain the perfect courses tied to your actual job role, whether you're in Marketing Operations, Marketing Creative or Campaign Execution or need content tied to Sales (either Operations or Representative) the content will be easy to find and consume.

 

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OnDemand Lab Access for all Recorded Versions of Live Virtual Classes

We know that hands-on practice is one of the best ways to learn, so we are expanding our OnDemand Lab access to all 15 of our live virtual courses. You can now request access to a lab environment to follow along with the exercises presented in the recorded version of the class in the following courses:

 

 

Thought Leadership Content from Experts in the Field **COMING SOON**

We are working with experts in the field to record content that offers tips, tricks, and guidelines for strategic use of the Eloqua application. Stay tuned!

In this article, I will demonstrate how we automated a global newsletter using Eloqua.

 

Background

Sage Advice is our award-winning global blog. It provides business advice from leading experts and caters for all business sizes from start-up, right up to enterprise businesses. Sage Advice is our lead acquisition engine with the goal to attract, engage and convert a new audience to Sage. Subscribers of Sage Advice receive the Sage Advice Newsletter which is a monthly email newsletter promoting the most relevant and timely content across Sage Advice.

 

Existing Challenges

Although, we had success with the Sage Advice newsletter in terms of engagement and A/B testing, we knew there was more we could do Eloqua technology. To begin with, we started by identifying some of the challenges we faced with the current newsletter. These included growth, engagement and efficiency.

 

In terms of growth, we wanted to continue to grow our subscriber numbers and internally evolve our newsletter so that the marketing team were working more efficiently.

 

Efficiency was crucial as it was taking up a lot of time in resources to build a newsletter campaign each month. For example, a content writer, a reviewer and a campaign builder were all involved in getting the newsletter past first draft which often impacted on deadlines.

 

In terms of engagement, we knew we had great content to share but struggled with getting the right content to the right audience. Instead of being a generic monthly newsletter, we wanted to deliver tailored content to specific audience groups depending on their business size and need. For example, delivering small business content to contacts who managed a small business. If we were able to achieve this, we knew we’d be able to improve our engagement rates.

 

Campaign Goal

Build a highly targeted and automated version of the newsletter that would address our challenges allowing for greater efficiency across the team and better engagement with our audience.

 

The Technology

Using Oracle Eloqua, we incorporated different elements including a campaign canvas, shared content modules, emails, landing pages, custom segments and filters.

 

To automate the building process of the Sage Advice monthly newsletter, we built four email assets - one for each segment. We did this by using a series of 'Shared Content' components that are automatically updated with the latest content from the Sage Advice blog which means we don't need to manually build or update the content of the newsletter each month.

 

To achieve full automation, we created an online spreadsheet containing a function which read the RSS feed and XML from the blog capturing every new post published via Wordpress. This same spreadsheet is monitored by Zapier which captures and updates the latest blog content to the different 'Shared Content' objects in Eloqua via a POST Webhook to Eloqua's REST API. With that, the newsletter email doesn't require any manual build and will always be up to date with the latest content from the blog.

 

 

To segment the audience, we used Shared filters, Segments and Form technology and Salesforce. From this, we were able to segment the audience based off employee size and product, giving us our 4 key segments; small, medium, large and accountants.

 

 

Campaign Overview

It took nearly ten months to implement the Sage Advice blog and newsletter across our five key markets; the US, the UK, France, Spain and Germany before automating. It took us just four weeks to implement our new segmentation strategy and build the automated version of the newsletter.

 

As the newsletter is now completely automated, there is little build requirement or time spent creating newsletter content. This has greatly improved the efficiency of all the teams involved. The logic built for this campaign is now being applied to other newsletter campaigns at Sage leading to further efficiencies. We now have a better understanding of our audience. We can serve that audience tailored and unique content to help them grow their business, showcasing us as a thought leader in our industry.



The Results

  • Global page views increased by 95% 2.15m
  • Sage Advice attracting over 61% more organic page views compared to its legacy blogs from 2017
  • Generated 29k worth of inquiries, nearly 20% of these becoming MQLs
  • Organically grew our subscriber audience from 0 to over 16,023
  • 45% improvement on average unique email click-through rate (from 2.3% to 3.5%)
  • 30% improvement on average unique open rate (from 22.13% to 28.67%)
  • Efficiency gain of 700% with the reduction in hours taken to build the newsletter (down from 8 hours to 1 hour).


Oracle University courses which influenced this campaign

  • Profile & Target for Data Cleansing
  • Prioritize & Process for Form Processing and Segmentation
  • Convert with Custom Objects for building the Campaign Canvas
  • Insight for Reporters for Reporting
  • Topliners community




Preface

Oracle University suggested that I write this blog post on a campaign that I helped implement in an effort to complete the final step in obtaining the Luminary Title.

 

As a Marketing Automation Strategist, my job is to know the basic ins and outs of Eloqua so that I can help my company run successful marketing campaigns that adhere to the privacy and policy standards of the industry. The company I work for uses a third-party vendor to build all of our campaigns and programs. Although I do not currently have access to build anything in Eloqua, I am managing most of the campaigns and programs we run using the automation tool while working closely with the vendor that builds the campaigns.

 

The Challenge: A rogue sales newsletter

Thanks to the help of a field marketing manager, it was brought to our attention that some sales staff went rouge and started creating their own newsletters that didn’t adhere to company privacy and policy standards. This is a huge issue in the automation world.

 

Not following privacy and policy standards can result in some major problems. Realizing how important this issue was, we established a team to help solve the challenge of sales wanting to control their own newsletter without bypassing important privacy and policy standards. When addressing this challenge, some things that had to be taken into consideration included:

  • Following privacy and policy standards
  • Establishing important must-haves for the newsletter
  • Including enough details for customers and prospects without going overboard
  • Making the newsletter customizable for sales and marketers to gear toward their regions and respective sales plays
  • Consolidating the multiple newsletters that were going out to create a better customer experience

 

The Solution: A single source of truth

We assembled a team and got to work, holding numerous meetings with sales and other marketing leads to discuss the best way to address the challenge we were facing. We established a newsletter email template that allowed us to include all of the important must-haves in one simple email, a single source of truth, was the answer.

 

We were able to build this template in Eloqua which enabled us to adhere to the policy and privacy policies that were established for the rest of our emails and implement them into the new newsletter. We determined that while we wanted to provide as much information as possible to the customers subscribing to the newsletter, having an email as long as the typical CVS receipt wasn’t going to cut it. Instead we decided to build tiles for each topic of interest (webinars, conferences, new content, etc.) where each tile has a short description and a hyperlink that sends subscribers to a designated page on the company website with more information.

 

An additional challenge that revealed itself when implementing this newsletter was that sales and marketing wanted the ability to gear the newsletter to their respective regions or sales plays. This is where Eloqua Engage came in to play as part of our solution. Using Eloqua Engage we were able to build out the segmented newsletters sales and marketing were asking for and allow a nice clean canvas for anyone to come in and tweak to their liking.

 

Finally, we took the less is more approach when determining the cadence for this newsletter. Since we decided it was in the best interest of our audience to have only one newsletter for everything, instead of sending multiple newsletters throughout the month, we combined all of the segments allowing for us to establish a twice per month newsletter send cadence. Now we’re sending fewer emails less often but with more value.

 

Process          

As I stated in the beginning of this post, we have a third-party vendor that builds out all of our campaigns. We brought our list of challenges and solutions to that team and they were able to help us build exactly what we were looking for. Thanks to the “Eloqua Fundamentals” courses I am better able to understand the complete building process as we talk through these challenges with our third-party team.

 

Using Eloqua Engage, allowed us to have the newsletter we wanted built in Eloqua and have it sync with our CRM tool Salesforce. After a walk through on how easy the Engage process is the sales and marketing folks fell in love with the ability to take this newsletter and make it their own. They were also excited about the time this newsletter would save them because they are working on something that’s already established instead of starting from scratch. Eloqua Engage was something that continued to pop in my mind ever since I saw it in the “Sales Tools” course for the Luminary Training, it was the perfect solution for what we were trying to do.

 

One of the best parts of the Engage tool is that the newsletter was built in Eloqua, so it already followed the policy standards that needed to be met. At the same time, when you are sending the email out of Engage, it blocks anyone who has marked themselves as unsubscribed or do not contact and keeps sales from violating any privacy policies, which is concern we faced from the very beginning but were able to solve with Eloqua.

 

Combining multiple newsletters into one wasn’t easy. However, with a little teamwork and the capabilities of Eloqua we were able to face this challenge head-on and create something everyone was happy with in the end.

 

Results

Obviously, this newsletter will never be “complete.” It will always be a work in progress but having gone through the process of building something the team loves, and we can use effectively and properly, is something that our team is really proud of. This newsletter has been running for three months now and while the numbers are something, we are working on, we couldn’t be happier with the way things are going. The best way to show that all of our hard work was worth it is through the metrics we can provide, which is where the course “Insights for Reporters” was a major help with understanding how we can track the results effectively and show the team this is the right direction to go.

 

Current NewsletterRogues Newsletter

Screen Shot 2019-06-27 at 11.43.08 AM.png

Marketing Challenge:

 

We started using Eloqua for simple email campaigns. We then had questions from the internal marketing communication teams/segment and country owners about how they can handle their event communications and manage/nurture the contact database in a better way to create new business opportunities and reduce the manual work that the team puts in. This also flagged the question of the database available in the company Eloqua instance and the current state of contact data.

 

Project Overview:

 

The objective was to improve the contact data quality so that target audience is identifiable in Eloqua to enable automation of event communication as well as nurture campaigns. As a company initiative data audit was taken up to identify the current state and decide on the preferred state. New initiatives were introduced for improving the database quality:

 

  • Progressive Profiling
  • Preference Center
  • Double Opt-In
  • 3rd Party Quality Minima

 

Other Initiatives introduced:

  • Standardization of folder structures – naming convention for appropriate scoring
  • Capturing the contact source for reporting and automation purposes
  • Form tagging using hidden form fields

 

Results:

 

Now with some good contact database, advanced segmentation was possible for event and nurture campaigns based on the following criteria:

  • Industries to be targeted  
  • Geographic regions to be targeted
  • Countries? States?
  • Specific job functions or titles to be targeted

 

We started nurturing the existing leads as well as the new contacts entering in the system.

 

Structure of simple nurture campaigns:

Emails and landing pages were built with thought leadership content and progressive profiling forms with the purpose of building the contact profiles and two versions of campaigns. The lead scoring models considers the completeness of profile and engagement

  • One with Static segments for the contacts already in the database
  • ‘Always on’ for the new contacts entering the system to trigger the welcome email first and allowing the contacts to set their preferences
  • Sends Season emails to contacts in predefined order and frequency
  • Emails sent at 3 weekly intervals and reminders sent to contacts who do not open 1 week after original email.
  • All contacts pass through the full campaign

 

Lead scoring:

In our case, lead scoring model is based on the profile of the contact and engagement with activities within and outside of Eloqua which is uploaded to a campaign as external activities like attending a event or downloading material on a third party website and in the scoring model it is included as responded to campaign.

targeting.jpg

 

The segment reports were automated so that segment owners or country organizations gets a weekly report for their qualified leads. This is done from Contact Tools >> Data export and import and then setting up the export schedule and format.

segment_export.JPG

 

Conclusion:

 

With all the initiatives undertaken – we were able to automate our event communication processes and personalize content based on the contact profile and activity/inactivity. The lead nurture campaigns helped achieving the objective of improving contact engagement, profile and score them as qualified leads to be passed to sales. Since the process is automated – there is very minimal intervention. The new contacts entering the system get a welcome email within a few hours as part of the Always On campaigns and can get into the preference centre and set their preferences. They are then automatically added to the relevant nurture campaigns which suits their preference. The leads are assigned to CRM contact directly from Eloqua to avoid any delays in lead follow-ups. The sales teams have the history of contact activity to give them the discussion points.

 

Helpful Eloqua University Resources:

Integrated Multi Campaign Leads Nurture with Dynamic Content Email Marketing

 

Introduction:

Multi Campaign Lead Nurturing With Dynamic Content and Email Marketing refers to the automated process of moving a prospects from different campaigns to single campaign with one step to the next in the buying cycle, by communicating with people in timely fashion who shows interest in our product to the point at which they are engaged enough to make a purchase decision. Once prospects became a qualified leads, they will be receiving dynamic content emails with their own choice of preference criteria.

 

Marketing Challenges:

A lead nurturing campaign expects us to have a long term content strategy that addresses the need for a steady flow of content that can be repurposed based on a particular stage in the buying cycle. It is important that you get acquainted with your target audience’s expectations and pre purchase behavior patterns before a headlong dash into wooing them with promotional content and other offers.

 

Strategy Includes:

  • Content Mapping
  • Content Retargeting
  • Drip Campaigns
  • Brand Storytelling/ Brand Journalism(ERP Cloud)
  • Engagement Marketing

 

Goals:

  • Capture a leads information from various campaign
  • Understand their preferences
  • Segment those leads in different campaigns with their preferences
  • Integrating those leads under single campaign
  • Build assets with dynamic content based on leads preferences
  • Sending dynamic content email based on provided preferences by leads
  • To achieve better target, nurturing email has been set up with the conditions of evaluation period and wait days.
  • Nurture email sending process continues until the required targeted audience is met. Once achieved the targeted audience, the nurture process completes.

 

Importance of Empowering Dynamic Content Email in Multi Campaign:

The goal of dynamic email content is primarily to nurture leads. The sales funnel can often stall or slow down when working on the process of moving a consumer from a cold lead to a client. This process of “warming” the lead is exactly what is accelerated by the nurturing process utilizing dynamic content in emails in multi campaign level to increase the number of qualified leads.

 

 

Why Choosing Dynamic Content Emails for Multi Campaign Canvas?

The core advantage of dynamic content over sending segmented emails is:

  • You bypass the trouble of updating your email list based on the content
  • You create separate email templates for different configurations

By having a dynamic content block in your email copy, your subscribers get the same email but the copy can have separate images, product offers, and even the call-to-actions can be modified based on their customer personas.

 

Benefits:

  • A great way to save time of a sales member or account executive
  • Sending only relevant content
  • Increased conversions
  • Rewarding the user with information that provides value
  • Incentivizing the consumer to interact again using re-marketing opportunities

 

Work/Data Flow proposal:

 

The data flow is focused on the product ERP cloud.

 

Dynamic Content Email Preferences:

 

Common Factors:

 

  • Demographic (Name, Age, Sex, etc.)
  • Firmographics (Organization Name, Work Address, Associated Industry, etc.)
  • Behavioral (Purchase Pattern, Response to different offers, Browser and Cart abandonments, etc.)
  • Psychographic (Lifestyle, Interests, Hobbies, etc.)

 

Required Factors for Multi Campaign Integration:

 

  • Talent Sourcing with ERP Cloud
  • ERP Cloud at Work
  • Customer Story Video
  • Request Sales Consultation

 

Focused Criteria Includes:

 

  • Topic interest
  • HR Titles
  • Tech Titles
  • Only Executive

 

Data Flow Diagram:

Campaign Canvas Flow:

Dynamic Content Email based on preferences and Criteria:

 

 
  
Analysis Report:

Operational Report of Campaign Email Statistics:

 
Insight Report of Campaign Email Statistics:

 
Impact/Reports of the Campaign:

  • Total Sends             : 152,194
  • Total Opens            :     20,716
  • Total Click Throughs :  4,084

 
Conclusion:

Dynamic content personalized email proves that the user engagement level of subscriber’s increases substantially and also plays a great role in increasing user engagement with multi campaign assets.This is paramount evidence that using Integrated Multi Campaign Nurture Leads with Dynamic Content Email Marketing is a great way to boost your open and click-through rates. To an email marketer who is collecting the right data and delivering relevant content, only the sky’s the limit.

 

Helpful Eloqua University Resources:

 

With the advent of GDPR and increase in contacts aversion to being tracked covertly, it is more important than ever to obtain a contact's consent to be tracked and establish a bond of trust. Eloqua offers a solution to this in Strict Mode Tracking. This allows you to require consent from contacts in specific countries, based on IP addresses, in order to track their activities.

 

However, you might have noticed a drop in clickthrough activity on some emails, in particular, emails with redirect links. In order to understand this drop in activity, it is important to understand the purpose of redirect links and how they interact with the strict mode tracking module.

 

What are Redirect Links?

 

Redirect links are designed for use with external pages where you are not able to include the Eloqua Tracking Script on the page. They are not meant for use with external pages where the Eloqua Tracking script is included or Eloqua landing pages.

 

As a quick refresher, a redirect link is a link in an Eloqua Email. This link is to an untracked external page. For a more in-depth discussion, you can review the Redirect Links page in the Oracle Eloqua Help Centre. In the Responsive Design Editor, this is configured in the Hyperlink Properties tab on the left-hand menu in the editor. If the Tracking checkbox, "Add tracking for untracked external pages" is selected then the link is a redirect link. In the HTML or Source editor, any link that includes the elqTrack=true parameter in the query string of the link is a redirect link. This can either be added manually to the link code or it can be appended using the Actions > Manage Links (Hyperlink Manager) menu.

 

 

How does a Redirect Link Track a Contact?

 

When a contact clicks on a redirect link in an email before being sent to their final destination they are briefly sent to Eloqua via your app domain. This brief visit to Eloqua allows us to track the contact's activity before sending them to their final destination.

 

How does Strict Mode Impact my Redirect Links?

 

The Strict Mode Tracking module uses a list of Restricted Countries, that you configure, to determine which countries, based on that contacts IP address, should be tracked by default and which will require the contact to opt-in to tracking. Once the module is set up and enabled contact with an IP address that matches a country on the restricted list won't be tracked by Eloqua unless they have accepted a cookie indicating that they have opted in. When a contact is sent to an external page configured with the Eloqua Tracking script for strict mode, or Landing Page setup for Strict Mode Opt-In, they will be provided with an opportunity to receive this cookie and the activity can be tracked if they accept.

 

When a contact clicks on a redirect link they briefly pass through Eloqua, to have the activity tracked, and then they are sent to an external page where there is no Eloqua tracking and no option to opt-in to being tracked. Since there is no point at which the contact is provided the option to give their consent to being tracked Eloqua will not track the activity.

 

What can I do to Track Contacts with Redirect Links when Opt-in is Required?

 

 

To avoid missing out on tracking a contact when using a redirect link it is best to make sure that your initial interactions with this contact allow them to provide their consent to being tracked such as a landing page with Strict Mode configured or a tracked External Landing Page with an Eloqua Opt-In banner. It is important to bear in mind that the Opt-In cookie is specific to the browser the contact used when visiting the landing page or tracked external page and that a contact who interacts with your content on multiple devices may need to opt-in to tracking more than once.

In this article, I will demonstrate how we automated a global newsletter using Eloqua.

 

Background

Sage Advice is our award-winning global blog. It provides business advice from leading experts and caters for all business sizes from start-up, right up to enterprise businesses. Sage Advice is our lead acquisition engine with the goal to attract, engage and convert a new audience to Sage. Subscribers of Sage Advice receive the Sage Advice Newsletter which is a monthly email newsletter promoting the most relevant and timely content across Sage Advice.

 

Existing Challenges

Although, we had success with the Sage Advice newsletter in terms of engagement and A/B testing, we knew there was more we could do Eloqua technology. To begin with, we started by identifying some of the challenges we faced with the current newsletter. These included growth, engagement and efficiency.

 

In terms of growth, we wanted to continue to grow our subscriber numbers and internally evolve our newsletter so that the marketing team were working more efficiently.

 

Efficiency was crucial as it was taking up a lot of time in resources to build a newsletter campaign each month. For example, a content writer, a reviewer and a campaign builder were all involved in getting the newsletter past first draft which often impacted on deadlines.

 

In terms of engagement, we knew we had great content to share but struggled with getting the right content to the right audience. Instead of being a generic monthly newsletter, we wanted to deliver tailored content to specific audience groups depending on their business size and need. For example, delivering small business content to contacts who managed a small business. If we were able to achieve this, we knew we’d be able to improve our engagement rates.

 

Campaign Goal

Build a highly targeted and automated version of the newsletter that would address our challenges allowing for greater efficiency across the team and better engagement with our audience.

 

The Technology

Using Oracle Eloqua, we incorporated different elements including a campaign canvas, shared content modules, emails, landing pages, custom segments and filters.

 

To automate the building process of the Sage Advice monthly newsletter, we built four email assets - one for each segment. We did this by using a series of 'Shared Content' components that are automatically updated with the latest content from the Sage Advice blog which means we don't need to manually build or update the content of the newsletter each month.

 

To achieve full automation, we created an online spreadsheet containing a function which read the RSS feed and XML from the blog capturing every new post published via Wordpress. This same spreadsheet is monitored by Zapier which captures and updates the latest blog content to the different 'Shared Content' objects in Eloqua via a POST Webhook to Eloqua's REST API. With that, the newsletter email doesn't require any manual build and will always be up to date with the latest content from the blog.

 

 

To segment the audience, we used Shared filters, Segments and Form technology and Salesforce. From this, we were able to segment the audience based off employee size and product, giving us our 4 key segments; small, medium, large and accountants.

 

 

Campaign Overview

It took nearly ten months to implement the Sage Advice blog and newsletter across our five key markets; the US, the UK, France, Spain and Germany before automating. It took us just four weeks to implement our new segmentation strategy and build the automated version of the newsletter.

 

As the newsletter is now completely automated, there is little build requirement or time spent creating newsletter content. This has greatly improved the efficiency of all the teams involved. The logic built for this campaign is now being applied to other newsletter campaigns at Sage leading to further efficiencies. We now have a better understanding of our audience. We can serve that audience tailored and unique content to help them grow their business, showcasing us as a thought leader in our industry.



The Results

  • Global page views increased by 95% 2.15m
  • Sage Advice attracting over 61% more organic page views compared to its legacy blogs from 2017
  • Generated 29k worth of inquiries, nearly 20% of these becoming MQLs
  • Organically grew our subscriber audience from 0 to over 16,023
  • 45% improvement on average unique email click-through rate (from 2.3% to 3.5%)
  • 30% improvement on average unique open rate (from 22.13% to 28.67%)
  • Efficiency gain of 700% with the reduction in hours taken to build the newsletter (down from 8 hours to 1 hour).


Oracle University courses which influenced this campaign

  • Profile & Target for Data Cleansing
  • Prioritize & Process for Form Processing and Segmentation
  • Convert with Custom Objects for building the Campaign Canvas
  • Insight for Reporters for Reporting
  • Topliners community




aquaerduo

Nurturing from Scratch!

Posted by aquaerduo Jun 17, 2019

About a year ago, I started a role in a company where Eloqua has been implemented for just over a year, but has been primarily used for its more basic functionalities such as sending simple campaign, one-off emails, forms and landing pages. There was so much Eloqua is designed to do that was waiting to be discovered at this point, but very exciting times!

 

The challenge:

It was the typical ‘batch and blast’ way whereby emails were sent as newsletters without personalisation, or a follow up step in the journey for customers depending on how they behave digitally. Not surprisingly, the email engagement rates at this time were low. The open rate was around 20%, click rate around 5% and Click to Open Rate on average was just around 12%. There was a strong need for good quality client data too. 

 

The goal:

 

The answer to this problem was to unlock more of Eloqua’s marketing automation power and to set up the business’ first multi-step nurture campaign. By doing so we would be able to send communications to the right audience, at the right time in the right way, drive marketing qualified leads for our salesforce and drive more client insight to the business.

From this:

 

to this:

 

 

Starting from scratch can be daunting, but the first step is key.  This was to audit the state of email marketing by looking at the engagement rates, number of leads passed to sales, email frequency.  Once this baseline was set, we could set SMART objectives as KPIs to measure our effort against the baseline. 

 

Next step we tried to answer the 3 key questions: the Who, What and How.

 

Who we are nurturing?

 

Through running a Welcome Campaign, we were able to identify pots of contacts who are interested in different themes. These are customers/prospects who explicitly tell us that they are interested in this topic. Secondly, through digital body language, we were able to find contacts who show interest in this topic. Thirdly sales also were able to provide us insight in terms of which of their existing contacts are interested in this theme. These three sources of data inputs formed the initial segment for this nurture campaign.

 

What are the messages?

 

Luckily there was a lot of content that can be curated as part of a nurture journey. We created an audit of every content surrounding this theme and all of the different formats that they were in, from thought leadership whitepapers, articles, infographic, webcast recording and case studies to videos and product specs.

 

How do we nurture?

 

Nurturing is to move a contact from Point A ‘aware of the topic’, to Point B ‘persuaded to purchase a product’. To do this we aligned the content along this journey from A to B categorised by stages, awareness, education, consideration and conversion. There are many ways to categorise these stages, but they are similar in principle and in my opinion in line with the waterfall strategy.

 

 

 

Next, we aligned the existing content we had at our disposal to this framework, to plan what content we offer for download or for consumption at each step.

 

Awareness: Identify the issue or the challenge, answer the question: why should they care?

Suitable content and format for this stage: infographic, videos, synopsis of whitepaper, survey response.

 

Education:  Give away a bit of ‘tricks of the trade’!  Lay out the ‘how to’ by explaining in detail how can this issue be solved and challenges be overcome? Suitable content and format for this stage: step-by-step guides, manuals, articles, and videos

 

Consideration:  Show how it’s done. How your peers are overcoming the same challenge. It’s best when a real client case study can be feature to substantiate the point you’re making.  This creates a segment to the product/solutions that case studies feature. Suitable content and format for this stage: case studies, quotes, testimonials

 

Conversion: Unveil the product. Crucial step in the nurture journey, which is to persuade contacts how purchasing the product, or to engage with a member of the sales team to seek product / solutions to the customer’s own problems.  Suitable content and format for this stage: product specs, demo videos

 

Once the content download plan has been finalised. We looked closer at the tactics of nurturing, which are geared towards one goal, to keep customers engaged!

  • Sending a follow up email with an alt. subject line to non-openers of previous email.
  • Sending a follow up email with an alt. format to non clickers of previous email.
  • Sending a follow up email with an alt. content to non-downloaders.
  • Using one progressive profiling form to gate every content download. To download each content, we asked our customer one profile or one behaviour question.
  • Using Linkedin cloud app for retargeting contacts who are least engaged in the programme.
  • Adjust timings for the next email send based on previous level engagement. For example, if  the previous contact downloaded/clicked the content, they get the next message within sooner than if they were to have not opened the previous message.
  • Personalising the nurture journeys: we hot routed contacts from Awareness to Consideration who had answered question in progressive profiling that shows that they should skip the thought leadership content.
  • Making it cross-channel: linking Eloqua landing pages to the website to create an onward journey for the clients and additional content to look at.

 

It takes a village!

 

The campaign saw the open rate rising to 37% and click rate to 13%, and click to open rate to 35%.  In addition the download rate from this campaign rose to 9% and we generated a total of 160 marketing qualified leads from the 4 localised versions of this campaign after it was rolled out to wide markets.

 

To get this campaign rolled out it was a squat team effort between product marketing, product strategy, content marketing and digital marketing as well as sales and business stakeholders.

The below courses from Eloqua University’s were directly helpful to the set up of this campaign:

 

Advanced Lead Nurturing

Nurturing with Custom Objects

 

The process of aligning content to the persuasion funnel also revealed gaps in content for example, more case studies and more ‘how to’ guides. Persona based content is another area to address to make the campaign even more personalised, targeted and engaging.  

3662921

The Test of Time

Posted by 3662921 Jun 4, 2019

As marketers, we test everything. From subject lines to images to CTA placement, we are constantly looking for ways to improve conversion and "stickiness". All of this we measure through opens, clicks, bounce and unsubscribe rates. The A/B test functionality in Eloqua allows us to quickly and easily test any one of these elements at an email level. You select the two emails you want to test, the segment you want to send to, the percentage of the list you want to use for the initial test, and the metric that declares the winning email to be sent to the remainder of the list. Easy peezy.

But what if you wanted to test something outside of the email composition? What if you wanted to test time of day? Within a single day. To an evenly split segment.

 

The Need

Our client, a leader in the financial services industry, sends a weekly newsletter to a subscriber base of 104K. With falling open and clickthrough metrics, we rolled out a series of benchmark tests over the course of six months in an effort to reach our targets of 25% open and 6% clickthrough:

  1. New template design
  2. A/B testing subject lines
  3. First name personalization

While each of these steps brought us closer, our targets were still just out of reach. The next phase of testing was around the deployment itself.  With such a large audience we wanted to test 3 different time of day deployments. As deployment testing required more than the built-in A/B testing function provided, we looked to Program Builder to split the list evenly into 3 equal segments.

 

The Solution

Before setting up a program to split the source list, we created some supporting assets:

  • The full segment for the mailing
  • 3 shared lists, one for each time of day we wanted to test
  • A program to feed the program builder asset (this is only necessary if you're list is already in Eloqua. Otherwise, you can upload the contacts to program builder directly.)

We then created the following program, using Program Builder:

Blog5.PNG

  • Step 100 Add List
    • This step is fed by the program feeder we created
  • Step 200 Split 66/34
    • Isolates the first 34% of the list, and passes it to Step 400

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  • Step 300 Split 50/50
    • Takes the remaining 66% and splits it into two equal segments. Passing one to Step 600 and the last to Step 500

Blog3.PNG

  • Step 400, 500 and 600
    • Pushes those segments through an action step that updates the shared lists

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  • Steps 700, 800 and 900
    • Pushes contacts out of the campaign

The following steps enable us to execute deployment at 3 different times to an equal size list.

  • Create 3 separate segments, each based on the shared lists populated by the program builder
  • Save 3 versions of the single email to be tested, so that stats can be tracked separately
  • Create a complex campaign with 3 streams, one for each time being tested

 

The Outcome

We ran this same process for 3 consecutive Fridays, testing the same 3 times of day. We identified that 2 PM ET consistently saw the highest open and click through rates, while 4 PM ET saw the highest bounce and unsubscribe rates. Armed with this knowledge we changed our deployment approach and moved the needle closer toward our conversion goals.

 

Testing is never a 'one and done' deal. It's a process. As marketers, reaching your audience requires getting granular in your testing approach. Whether it's creative elements or deployment strategies, identifying what works is a marketer's top priority.  Finding innovative use cases for the automation tools available to you? That's where all the fun is. Happy Testing!

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