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Introduction

The Company’s new establishment of an Inside Sales Team brought a host of process changes in regard to how we pass off marketing leads from Eloqua. Namely, creating a new way to hand off MQLs to Inside Sales before passing them off to Territory Managers. We had to reshape our existing lead routing and Salesforce integration programs to support this process change and learned a few things along the way.

 

The Marketing Challenge

The newly minted Inside Sales Team was trained up and ready to get started working leads. The problem was that with our existing integration between Eloqua and Salesforce, if a person responded to a marketing campaign that already had a record in Salesforce, we couldn’t reassign them to Inside Sales from the Territory Manager and disrupt their existing relationship.

 

Proposed Solution

We came up with a creative workaround: always create a new lead regardless of if the contact exists in Salesforce or not. This would provide us the freedom to assign MQLs to Inside Sales leading to faster follow up and qualification. The implication of this change, however, is that we would configure Eloqua to purposefully create duplicate records in Salesforce, which carries a large risk of dirtying data if not monitored closely. To combat the confusion of duplicate leads, we would pass the old Salesforce contact ID to a field on the lead record that would associate the lead with the existing contact and make it easy to toggle back and forth between the contact and associated lead.

 

The Build

First, we updated the lead routing program to always assign to Inside Sales using a new set of data lookup tools.

 

Then we created new integration program where we:

  • associated contacts with new leads
  • created a new lead
  • wiped the lead ID (to create a new campaign member)
  • created a campaign member
  • created new external calls (Using inside Sales Salesforce ID)
  • updated the new Inside Salesperson lead ID

 

Results and Lessons Learned

Implementing this change has certainly had some challenges. Knowingly creating duplicate leads in Salesforce becomes annoying when you have contacts completing forms multiple times. The key win is that the company now has faster lead follow up and better campaign attribution. The marketers work closely with Inside Sales to track leads coming in through their different campaigns, and have a better understanding of what efforts are working and what aren’t. Taking time to carefully document the process was an important factor and will be an advantage if we decide to switch back to the old model at some point in time. I would recommend that companies struggling with a similar lead routing issue take time to explore this method to see if it would be a good fit for their business and marketing to sales hand off.

Challenge

 

Event is organized in different cities and have five session, but all these should be in one landing page.  Challenge was to Mark event session full on Landing Page UI.

Marketers did not want to use Event module available in Eloqua which could have been very easy solution to let people know that Slots are full through emails, and they will be put in waiting list or can wait for upcoming events in near future at their location.

 

Instead Marketers wanted to show Slot full In Landing Page UI dropdown option. Like below highlighted with blue color and if submitter choose this (slot/session full) option form submission will not happen.

Screen Shot 2019-09-17 at 6.20.53 PM.png

Goal

Goal was to restrict form submission once session (Time slot) is full.  Also wanted people to know how soon the sessions are going full so get more genuine registrations.

Document your current state?

Initially started using “Send notification” Processing step in form to mark session full manually and empty the value of field by editing landing page manually each time slot is booked, but there was chance to have two submission if landing page is not edited instantaneously form is submitted.

 

Description of Solution

To automate this process, we decided to use different assets and functionality available in Eloqua.

  1. Form
  2. Landing Page
  3. CDO (Custom Data Objects)
  4. Web-data lookup

 

Also used some JavaScript code to make use of the assets and functionality available in Eloqua

 

Implementation Steps

  1. Form Created and one field to save “booked session” mapped with CDO
  2. One Unique code field to Identify submission for particular session also created in CDO

Created CDO to store only session data from registrants. And showing that CDO session data in landing page using web-data lookup. When landing page loads that web-data lookup will populate the session data and then we process into the UI using JavaScript code.

 

   

 

Form Image

Processing Step – Updated CDO From form data

Screen Shot 2019-09-18 at 12.07.15 AM.png

CDO Image 1

CDO Details

Screen Shot 2019-09-18 at 12.15.08 AM.pngScreen Shot 2019-09-18 at 12.44.21 AM.png

 

CDO Image 2

CDO Field mapping

 

 

Screen Shot 2019-09-18 at 12.44.21 AM.png

 

 

CDO Image 3 –

default value in CDO Contact Unique code.

Screen Shot 2019-09-18 at 12.15.58 AM.pngScreen Shot 2019-09-18 at 12.32.56 AM.png

 

Web-Data lookup

 

 

Screen Shot 2019-09-18 at 12.32.56 AM.png

 

Form field value

 

Screen Shot 2019-09-18 at 12.18.16 AM.png

 

Javascript code

Screen Shot 2019-09-18 at 12.18.41 AM.png

 

 

Which marketing cloud courses have directly influenced this campaign?

  1. Web -data lookup
  2. Custom Data Object.

 

How has this campaign impacted your business?

This helped Marketer to spend more time with one prospect which helped them to crack the deal in that meeting. This office hours campaign started with One city in Europe and now running in 10 cities successfully. 

Preface

In my current role as a Marketing Specialist, optimizing email communications is always at the fore-front. Whether it is an announcement, a notice, or a newsletter, we are constantly reviewing processes and identifying where we can improve.

 

The Challenge

Every year, my company holds an annual conference for the Yellow Network. Along with inviting attendees to simply attend the conference, we also offer sponsorship opportunities. The higher the cost of the sponsorship, the better the benefits. For example, if a contact signs up for a $5,000 opportunity they get more signage and recognition than someone who signed up for a smaller $1,000 opportunity. Our challenge was gaining sponsorships for the 2019 Yellow Network Conference.

 

The Solution

At the start of our campaign, our goal was to fulfill all seven sponsorship spots available. In-order-to reach out to our clients and let them know about this opportunity, we decided to do an email campaign.

The campaign included:

  • initial email invite for sponsorship
  • a landing page – sponsorship opportunities are listed (informational)
  • a landing page – includes form to select a sponsorship opportunity (includes form)
  • a landing page – confirmation for signing up to sponsor
  • a confirmation email

 

“YES” Path

When the assets were finalized, we decided we wanted to set up the campaign with reminders. A contact would receive the invite for sponsorship and then once a week for a duration of six weeks they would receive reminders. If they sign up for a sponsorship or did the “YES” path, we then placed them into a shared list, so that they would no longer receive these reminders.

See the above campaign canvas set up for reminder emails

 

 

“NO” Path

This then brought up the fact, that some people may not want to sponsor, so they would not need these reminders. In-order to resolve that, we decided to set up a “NO” path with a blind form submit. They would simply hit a button labeled “Regretfully Decline”, and then they would be moved to another shared list to ensure that they would no longer receive reminder emails.

 

See Blind Form Submit Code in the Web Address URL box. Creating a Blind Form submit may see daunting but only requires simple copy and pasting.

 

Results

For the 2019 Yellow Network Conference, we exceeded our goal of fulfilling all seven sponsorship spots available. We had 12 sponsorships purchased, which is an improvement when compared to 2018’s three sponsorships purchased! We attribute the 300% increase in sponsorships due to the setup of the reminder campaign and the simplicity of the blind form submit. By eliminating the uninterested contacts, we were able to better target and only reach out to interested contacts. Furthermore, the revenue made from 2019 was a total of $20,000 USD, compared to 2018’s $2,750 USD. That is a jaw dropping 627% increase in revenue over a year!

 

Take-Away

Going forward, I will continue to utilize reminder campaigns and use blind form submits where applicable. It is always hard to email contacts and ask them to not only to make a purchase, but to also fill out a form when they are not even interested. It is important to keep in mind the users experience when planning, and what occurs to them as they receive an email.

 

Helpful Resources

Fundamentals of Forms and Landing Pages

Fundamentals of the Campaign Canvas

"An Insight for an ‘Oracle’ Insight - My Luminary Journey using Oracle Eloqua"

 

Background & Introduction -

After a successful 14 years in IT & Software business and contributing a couple of years (read 5+) in Marketing Domain Business and being part of the Marketing team where the legacy marketing tool was migrated to Oracle Eloqua tool for Business optimization, I always wanted to learn, excel and gain more knowledge & expertise in the field of Marketing Automation.

Being part of the World’s leader company in providing the cyber-security software and services, I lead and manage a team of bright and enthusiastic individuals (Developers, BA, QA and Sustain) which builds the Eloqua programs, canvas, campaigns, Custom Objects, Integrations and everything that is required to cater, support, enhance and optimize our Enterprise & Consumer Business.

However, during this progression, we have slightly overlooked the important aspect of measuring our daily efforts and all the talent and expertise we have put into establishing and building the Marketing Automation Tool - Oracle Eloqua in our company.

 

The Thoughtful Idea -

We had the renewals notification program setup to cater different business products and send out email notifications from Eloqua for different cadences.

The program setup and everything was working fine as per the Business requirements and needs however we didn’t have any setup or mechanism to measure and monitor the throughput and How many emails notifications are sent out on daily basis for different products and different customers as per different geographical locations.

 

An Insight for an ‘Oracle’ Insight -

During my learning on Oracle University - Marketing Cloud Education for B2B Master and Luminary Certifications, I learned and gained knowledge on using and leveraging Oracle Insights to create different kind of dashboards which can help to setup alerts, monitoring and sent out email notifications about the data insights.

 

The Actual Implementation -

Setting up the Oracle Insight Dashboards was made quite easy due to the elaborate courses like 'Insight for Analyzers' and 'Insight for Reporters'.

Below are the details of the setup mechanism that was created on our Oracle Eloqua Instance which was able to sort, fetch and organize the Data and then provide the Insights and Analytics and then further send out a daily email notification to the target audience.

 

3S.JPG

alert.JPG

 

The Goal Accomplishment -

Our IT and Business team users were getting email notifications on daily basis on the incoming data in the renewal programs as well as the outgoing renewal notifications.

The single pager snapshot email notification was well received and appreciated by different Business teams.

This implementation has helped us in maintaining and measuring the data insights and monitoring the timeline chart of the data records/notifications. See below the actual email notification that was received.

 

renewals email alert.JPG

 

Favorite Courses during my Luminary journey -

Below are my Favorite Courses and sub-topics that I took during my course of B2B Master and Luminary -

 

Eloqua Master - 2019

- MM: Revenue Performance Management

- Eloqua Fundamentals

 

Eloqua Luminary - 2019

- Engage & Enrich

- Insight for Analyzers

- Insight for Reporters

- Advanced dashboard functions

- MM: Global Demand Center

- CRM Integrations

 

Future Shortlist Courses and Certifications -

As I gain more knowledge about Oracle Eloqua, I have shortlisted the below Courses and Certifications to continue my further journey -

 

- Eloqua Implementation Certification

- Marketing Operations Course

- Modern Marketing for Eloqua

 

With this I would like to conclude my blog with a note of thanks and appreciation to all those involved from my team – Oracle Eloqua – Marketing automation as well as a I would like to specially thank and appreciate a member from Oracle University - Natasha K Alves-Oracle in helping me and proactively reverting back to all my queries related to the Luminary course & next steps.

 

Thank you for taking the time to read this ! I really appreciate it !

One of this year’s marketing initiatives is to produce quality and engaging video content that can be leveraged for lead generation and repurposed as follow up material to be sent by our account executives later in the sales process. I was tasked with managing a webinar we are hosting in partnership with a global research advisory firm.

 

The webinar posed two primary challenges:

 

  1. It was decided it needed to appeal to both a sales AND marketing audience, which meant the messaging had to be tailored and segmented correctly to ensure the right persona got the messaging that was appropriate for their role. – Which meant our campaign needed to have accurate segmentation and messaging.
  2. Coaxing registrations for long-form video content (and live content at that!) is becoming more challenging as our target audience already has a full plate of responsibilities. – Which meant our campaign needed to provide multiple opportunities for our target audience to register.

 

Measuring Success (in Registrations) by Evaluating Current State

 

I have been with my current employer for just under a year, so I had not taken part in any webinar campaigns until this point. Working with my colleague, we determined a relatively simple (but effective) way to determine if our marketing efforts for this webinar were successful – how many registrations we could generate from our target audience, compared to similar webinar campaigns that were run in the past. In our case, our previous webinar series have had an average of 20-40 registrations. This was obtained primarily through the email channel, and marketed to a relatively small audience of several thousand. We set our benchmark for success that any registrations over 30 would be considered a success.

 

The Campaign

The webinar campaign is configured as a single campaign in Eloqua with two different segments. Here are the key components of the campaign configuration:

 

  1. Two different segments – one for marketing and one for sales. To ensure the right titles were included in our audience we utilized a combination of DiscoverORG and existing Salesforce data.  I utilized the “compare contact field” criteria in the segment builder and excluded several companies to ensure that competitors and other analyst firms would not receive any marketing emails related to this webinar.
  2. 2X Registration Emails Per Segment - I wrote two different sets of emails that contained different value propositions based on who the email was sent to. After evaluating if a form submission for the webinar took place, after one week that segment would receive another email with a different set of value propositions encouraging them to register.
  3. 1X Last Change to Register – Utilizing the Scheduling tab in the email configuration on the campaign canvas, both segments would receive a “last chance to register email” one day before the webinar was due to take place. (Historically we would receive an influx of registrations the closer the date is to the webinar taking place.)
  4. GoToWebinar App for Evaluation – Utilizing GoToWebinar’s integration with Eloqua, I set an evaluation that anyone that attends the webinar for more than 10 minutes will receive a “Thanks for Attending” email and anyone that was a no-show or less than 10 minutes would be acknowledged with a “Sorry We Missed You” email.
  5. Dynamic Content for Follow Up – This is the part of Eloqua’s functionality that gets me most excited. For attendees who were evaluated to have “attended” in the previous step, I created a dynamic content rule that would evaluate their persona field in their contact record that would then include an educational e-book that was most relevant to their role.

 

What Marketing Cloud Courses Did I Benefit Most From?

 

There are 3 courses that benefitted me most for the design and creation of this campaign.

 

  1. Advanced Segmentation – To ensure I am reaching the correct audience
  2. Personalizing Campaigns – To ensure that the campaign feels engaging and to drive better response rates
  3. Advanced Editing and Form Processing – To ensure the necessary data is being captured, and to send notifications to sales when new registrants are added.

 

Impact

 

So far the webinar campaign has been a big success. We are still a week away from the broadcast, and we already have 52 registrants (success was defined to be anything over 30 by the day of). When evaluating the form submissions, we have a good mix of current opportunities, existing customers, and net new contacts. Several of our largest opportunities have shown significant interest in our webinar campaign, with multiple contacts from the same company registering.  I attribute this success to utilizing Eloqua’s easy to understand campaign canvas, and the amount of options I have at my disposal to ensure every person in the segments has an engaging campaign experience.

 

For Next Time

 

For another webinar campaign, I would like to make two changes. (Given more time and resources)

  1. Use even more targeted segment criteria to have greater personalization in messaging.
  2. Utilize dynamic content in the email bodies more than just for post-webinar follow up.

“It’s time for employee communicators to start thinking like marketers, delivering the right information to the right employee at the right time through the right channel.”

— Shel Holtz, internal communications director and advocate [1]

 

Internal communicators have some important messaging and content to share.  According to the International Association of Business Communicators [2] more than half of all internal communications professionals support:

  • Enabling employees to understand the strategy, vision and values of the organization,
  • Corporate announcements (HR updates, process changes, etc.), and
  • Employee engagement.

 

At Alcatel-Lucent Enterprise (ALE), we have a mighty team of two to handle internal comms (IC) for our global company. They’ve been using Eloqua for internal email for over a year, but the initial setup was not smooth. To lessen concerns of messages going to the wrong audience, the ALE Eloqua admin team created shared lists specific to internal comms. These lists then fed into master segments which could be copied for different campaigns. 

 

Once a month a corporate directory administrator would export an excel file and send it to an Eloqua admin who still had to manually manipulate the file to filter for the different audiences. An Eloqua admin would manually remove all contacts from the shared lists and refresh the lists from the file.  Because updating the data was not automated, we were limited in the number of shared lists we had time to create, and then they were out of date as soon as new people joined the company or employees changed roles. As a result, our Eloqua team regularly had to handle support tickets for individuals who had not received an expected communication.

 

Today, the ALE Eloqua team has set our internal communications colleagues up for success with two main goals:

  1. Enable them to reach their target audience with minimal support
  2. Ensure internal messages are never sent outside the company

 

 

Reaching the target audience

At Alcatel-Lucent Enterprise, our employees are treated like any other business contact in our Customer Relationship Management (CRM) platform. ALE’s CRM team manages the refresh of data from our corporate directory, and those specific fields such as employee status and employee type are also synced to Eloqua. 

 

Dynamic segments

Most emails are sent to all ALE employees, or employees and contractors, or employees of a specific business unit.  Additionally, the IC team sometimes prefers to alter the send time in a campaign depending on the geographic location of the recipient. The ALE Eloqua team has created master dynamic segments which can be copied to cover most segment needs. For example, here is “ALE Employee and Contractor Only by Sub Region – NAR”.

 

dynamic-segment-nar.png

 

Data cleansing opt-outs by program

While it’s best to use a permissions-based approach for marketing, employee audiences are expected to receive all the relevant company emails. However, Alcatel-Lucent Enterprise employees will occasionally opt-out of ALE communications. This prevents those individuals from receiving the company messages sent through Eloqua, so a program cleanses the employee opt outs.

 

The program “Employee Always Opt-In” runs once a night. The segment feeding the program looks for contacts with an employee record type of employee, contractor, or sub-contractor, and an email status that is not an invalid email, and is not archived in our CRM platform, Salesforce.

First the internal contacts are subscribed at the site level.  Then the contact washing machine:

  1. Checks if the contact field “SFDC EmailOptOut” is not blank.
    1. If the field is not blank, the step resets the field back to blank.
  2. Checks if the field “Opt in ALU-E Communications” is not equal to “on”.
    1. It replaces the various values found with “on”.

 

cwm.png

 

 

Internal messages stay internal with contact security

Lastly, with our ALE internal communications team moving to dynamic segmentation, we added contact level security for employee contacts to ensure internal messages are not accidentally sent externally.  We had already implemented contact level security on our database for other record types and felt this was the best solution to handle security for employee communications.

 

We had a contact category where Employee, Contractor, and Sub-Contractor were added as new security labels. 

A security group was added for internal communications and the IC team members were added to this group.  Then the three new labels were mapped to the internal security group.

 

A shared filter was created searching for contacts with an employee record type, an employee status field set to Active and a field indicating the contact is not an archived contact in Salesforce. 

We added to our contact level security program two listeners:

  1. A contact creation listener 
  2. A second listener for the contact field “Contact Record Type”. 

 

From the two listeners, the program checks if the contact belongs to the employee shared filter.  If yes, then we compare contact field for employee type to set the corresponding label if it matches.

 

program-flow.png

compare-contact-field.png

 

 

The result

With the added contact level security, we at ALE are confident that our internal company content is staying inside. Before, it would take an Eloqua admin an hour each month to update all the shared lists and master segments. Today, with the dynamic master segments, the need for admin support is very rare.  The CRM is updated at least weekly for new employees and archiving departures, so the new Eloqua segments are also more current than the manually updated ones.  The dynamic segments combined with the employee opt-in program have minimized the support tickets about missing emails.  In the last six months, we’ve received one inquiry, but the email was properly received. With the proper automation configured, our internal communications are now an efficient and self-sufficient team.

 

 

Helpful Eloqua University resources

 

 

 

[1] 18 Internal Communication Strategies for 2019, Enplug Blog

[2] 2018 State of the Sector Report, IABC

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