As a B2B company within the insurance space, we tend to have a very long sales cycle. It has been a vital part of our marketing team's strategy to educate our prospects and build a relationship with them. In order to accomplish this, we host about 20 webinars and seminars each year. The problem we’ve had is getting our prospects to attend. At the end of the day, our sales folks are the ones who have the personal relationships with these people and most of them only attend if sales personally invites them. The major problem: sales does not always promote our events to their prospects, or as they put it, they “don't have time.”
My Goal: Utilize Eloqua and create a strategy to automate our webinar and seminar invites so they come from our salesmen and women. We looked at our data on attendance over the past 3 years and set some benchmarks for each individual event with an overall goal of increasing the number of prospects who attend our webinars and seminars.
My Strategy: Use signature rules and a signatures layout to have all seminar/webinar invites come from the salesperson who owns each prospect inside our CRM. Additionally, I'll be using a custom field merge to include a discount code in each email. These discount codes are very important as each salesperson has a unique code to give to prospects that allows them to attend our events for free. In short, marketing will send invitations to our prospects on-behalf of our salespeople.
How I Accomplished This:
First, I needed to have Eloqua pull the salesperson who owned each contact from our CRM. This involved adding the CRM contact record owner field to our retrieve contacts external call, then mapping the CRM "owner" field to the Eloqua Salesperson field via the Get Contact Auto-Sync. This requires advanced knowledge of your CRM/Eloqua Integration. You can find about this in the Oracle Eloqua CRM Integrations course.
After Eloqua was pulling all the information I needed from CRM, I had to set up email signature rules. I did this by setting the CRM field value for each salesperson and matched the email sender to the corresponding Eloqua user. Make sure to set a default sender in the event a contact is not assigned a salesperson. I used our director of sales.
Please note: The "Email Sender" is a list of your Eloqua users. Our salespeople have access to Eloqua Sales Tools so they already had Eloqua users set up.
Next, I created a signature layout that is identical to the one our salespeople use in their email signatures. This was done by adding user fields to my signature layout. You can find out more information regarding email signature rules and layouts in the Personalizing Campaigns course.
The next step involved creating a new Eloqua contact field that would allow me to add the Salesperson's Discount Code to each contact record. Once the new field was created, I created a program that allows Eloqua to update the discount code field on newly created contact records that come over from our CRM. This was the most challenging part for me, and it probably deserves its own blog post. I heavily recommend checking out the Program Canvas course and checking in with the Topliners community for additional information on program builder and improving the quality of your data.
Once the discount codes were inside each contact record I created a field merge so these could be added to my invitation emails.
Next, I created my webinar invitation emails inside the email editor. I personalized the language in the body of the email, applied field merges for the contacts first name and salesperson discount code. Finally, I added the signature to the bottom of the email.
Once all my assets were created I built my campaign canvas and configured each element. Most importantly, I made sure to configure my invitation emails with the dynamic signature rules I built earlier. Once everything was finished, I tested, then scheduled the campaign to go out.
We have only begun utilizing this strategy, once I have more data to share I will update this section.
What I can say is this type of campaign was just a dream for our marketing team before taking the courses offered through Oracle University. The education team really provides you with the foundation to build whatever you want inside Eloqua.