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Increase Webinar registrations using Progressive Profiling & Personalisation


Campaign Initiative & Marketing Challenge
Due to the success of webinars we held in 2018, we decided to make them an integral part of our lead generation tactics for 2019. Our challenge was ensuring a way to maintain a high number of registrations per webinar and continue to produce valuable Marketing Qualified Leads (MQL’s).


Marketing Goal
To hold a webinar a month and not only drive registrations higher for each webinar but also increase the number of MQL's per webinar. (200 MQL’s a month from all lead generation tactics was the overall target. Webinars was a big driver for this).


Benchmark/Current State

Our benchmark will be based on data from our previous webinars. We will be comparing number of total registrations, number of new registrations, open rates and attendance rate. We look to improve with each webinar.



To help us with our goal I suggested the use of Progressive Profiling (PP) on our registration forms. PP is the process of collecting more data about your leads over time. It uses a dynamic functionality where leads are asked for certain data depending what we already have recorded for them in our database.


Step One: Including Progressive Profiling in your Form

We had templates created by our Eloqua Administrator that has certain features already implemented e.g. PP on a form. From the below screenshot you can see the PP is indicated by a light blue box and encloses the form fields: first name, last name, country, firm type, role type, company, job title and business phone. Email address is not included as this is used as the unique identifier for each contact that registers.




Step Two: Insert PP form into a landing page

Once the form is in a landing page we can test the audience view of the form. Image 1 shows what the form would look like for a prospect that we do not have in our database. All form fields are showing.


Image 1

Image 1.png

Image 2 shows what the form would look like for a contact that we have in our database but with incomplete data. We can see that we are missing data for country, firm type and role type.


Image 2

Image 2.png

PP works for our monthly webinars as we invite similar audiences. If contacts begin to register for more than one webinar they might become frustrated with having to fill in their details every time. Having PP allows us to minimise the time it takes to submit a form and therefore improve the visitor experience, gain buyer insight by slowly asking for more data with each form submission and increase registrations due to the fewer of number of fields there are to complete.


As we continue to gather more data on contacts, we can start to think about how we can use this information in future campaigns. This is where the course personalising campaigns came into mind. We can start to personalise webinar invites based on the data contacts have provided through the previous webinar form submissions. Providing a more personalised experience allows us to enhance and deliver a more unique experience. It shows we do go beyond the normal of mass inviting clients and really consider what our contacts are interested in.


However, we did experience an issue with the use of PP, whereby we were receiving several webinar registrations all of which had the same data except the email address. We soon discovered that contacts were forwarding the webinar invites on to colleagues. So, when the colleague goes to register via the forwarded invite, the form will identify them as the original contact it was sent to. Therefore, in some cases if we had several registrations with all the same data except the email address (due to it being outside the PP area of the form).

This is where data cleansing had to be considered to ensure we weren’t gathering the wrong data. We went through the registrations for the webinars were used PP and tried to identify how often this was happening. After seeing this occur on a couple of occasions, we decided to remove the fields; first name, last name and country out of the PP area. This means these fields will always show when you need to register and therefore ensuring the data is cleaner and correct.


Which marketing cloud courses have directly influenced this campaign?

Progressive Profiling, Data Cleansing and Personalising Campaigns


How has this campaign impacted your business?

The use of PP and personalisation has allowed us to:

  • Gain better insights into our customers, which has also allowed us to provide a better marketing journey to our sales team. When sales contact prospects they can go straight into discussing how we can assist them instead of asking for all the data that we should already know.
  • Increase registrations and therefore increase the number of MQL’s sent to sales.
  • Improve relationships with prospects and clients which can lead to new/more business.

Business Challenge:

In today’s world, operating as a B2B company means, we need to ensure that we are serving our audience the right information at the right time. With long sales cycles, multiple decision makers in each account and more knowledgeable buyers, B2B marketing teams need to serve the correct content to the client based on where they are in the buying cycle. Clients no longer wait for the business to come to them and push products, but rather educate themselves about what is out there in the market to help solve their problems. Our greatest challenge is understanding what it is they are looking for and making sure we are talking to them about it. 


As a company, we are fairly new on our automation journey and because of this, we are still trying to understand how to achieve this for our market. Unfortunately, many of the email nurture campaigns we have executed through Eloqua in the past have not yielded the results we were hoping for. A large amount of work is being put into creating complicated and specific journeys that are turning out little to no MQLs, never mind marketing influenced opportunities.


We realized we needed to try something different. We were clearly not reaching the right people at the right time nor were we serving up the correct information to them. To try and rectify these issues, we decided to focus on our segmentation and be specific about who we wanted to target as well as try using multiple touch points to reach our clients, rather than just emails. We felt that by using an omnichannel campaign we would be able to achieve our goals as a marketing team.



We wanted to increase engagement and move clients through the marketing funnel until they were marketing qualified where we could pass over accurate and probable leads to our sales team. 



The multitouch campaign consisted of a simplified three mail nurture sent from Eloqua, a webinar to come in January 2020 with invites to be sent out on Eloqua, targeted LinkedIn ads and finally the use of a call down company (a company that will individually call engaged contacts to discuss our companies offerings).


We started by uploading a list into Eloqua that was pulled off our CRM platform which included all clients from our top 300 accounts who had pipeline with us over a certain amount of spend. We then added filters to the segment on Eloqua to only include the correct job titles and locations. We focused on C-suite individuals with a particular interest in CIO’s as well as technology managers as we were trying to ensure we were speaking to decision makers within the technology space. The conversations we wanted to have were higher level – about making the entire business more efficient and thus wanted to engage with people who were interested in this. They were sent three mails over the course of three weeks. We used the same filters on LinkedIn and activated several sponsored posts at the same time as the emails, specifically one Ad every two weeks or so. The call to action for the ad was an in-platform Linked In form where users could submit their details to be contacted. Lastly, a call down company was used to telephonically contact individuals who engaged with the emails or LinkedIn.


The last component of the campaign will be in January 2020, where we are holding a webinar with a digi-brunch (brunch delivered to individuals place of work so they have food while they listen to the webinar in the comfort of their own offices) for specific individuals identified by our sales team as well as particularly engaged individuals from the email nurture and LinkedIn. We used Eloqua as a tool to integrate all aspects of the campaign. The segment, three mails and landing pages and forms were used in the email nurture as well as the webinar invite, and Eloqua Insight was used to pull engagement reports to be used by the call down company. 



While the campaign is still ongoing, our average open rate on the nurture mails was 30% and clickthrough rate of 1.14% which is significantly better than our previous campaigns. We also have several individuals with lead scores just below MQL level so they will be invited to the Digi-brunch and we are hoping to push them to MQL through that.



There were several aspects of our campaign that were not successful. We received a negative response from the individuals who were called by the call down company as some of them were already clients of ours, they didn’t like being called by an external company. We also had issues with LinkedIn. We chose to launch this campaign in November due to there being a significant international conference being held at the end of November on the same topic which we wanted to utilize. However, due to increased advertising during the festive season, bid prices soared and our cost to click became very expensive. Because of this, we were forced to pause the LinkedIn campaign until January when it becomes more cost effective.


Course material used:

  • Advanced Segmentation
  • Advanced editing and form processing
  • CRM Integrations
  • Fundamentals of the campaign canvas


What would we change:

Based on the aspects of the campaign that did not work, we would change several things going into our next omnichannel campaign.


We now know that LinkedIn bid prices would increase dramatically over December and thus would avoid starting campaigns around that time. We would also add a LinkedIn connection node into our campaign canvas and use an Eloqua landing page as a redirect for information instead of using an embedded form in LinkedIn as the embedded form was one of the reasons our posts costs increased.


We would also use the call down company specifically for net new clients we get from LinkedIn, rather than for all engaged contacts across LinkedIn and the Eloqua mails, and feed any potential opportunities into the nurture. Since current clients don’t want to be called by a company that is not us, we would make sure that the salespeople are following up telephonically with their clients and leave the net new contacts to the call down company.


We used this campaign as a proof of concept for using multiple forms of media in an integrated way to target the same audience. While some forms worked better than others, we were able to take learnings away from this campaign for the next one. As mentioned previously, we are still quite immature in our automation journey so by trying different things and different touch points we are slowly getting ourselves to a point where we will be able to make informed decisions and create valuable MQLs for our sales team.

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If you are creating a Nurturing or Awareness campaign for your company, let me tell you, it will give you a lot of headaches. Doing a Nurturing campaign requires multiple marketing assets such as emails, landing pages, documents, images, and videos. All of these assets can be used in various types of marketing campaigns, whether via traditional media or Digital Marketing techniques. Hence the title of this blog, we will be focusing on creating emails as it requires a lot of time and effort especially if you need to do it from scratch. Emails put a heavy emphasis on your campaign as this could be your first step to reach people directly to know more about your products and services. If your campaign has more than 30 emails to run within the year, the first thing you have to remember is that each email presents an opportunity for your company to get new customers and retain the existing ones.


If you are reading this article, you are either planning on creating multiple emails on a single campaign or you are in the process of starting your first nurturing campaign but don’t know where to start. In this article, I’ll try to simplify the process of doing Dynamic Content on your emails and where you can apply it effectively through some useful tips. Let’s begin!



How to deal with Personalized Email?


A personalized email based on the user’s attributes and preferences can be quite challenging. If you’re into email marketing, you might already be familiar with these types of challenges but if you are just starting out on creating a campaign, good for you, this post might help you a lot. As your audience builds over time, you will need to manage your marketing assets diversified and personalized.


Eloqua’s Dynamic Content (also known as adaptive content) is used to change the content in an email or website depending on a field value in the contact record of the person viewing it. This feature allows you to show different content to different website visitors or email recipients based on attributes and preferences. Let’s say you want to create 5 different-yet-similar emails to different groups, by the help of the Dynamic Content you can send 5 different versions on an email and place it in one sent email.




3 Useful Tips for Your Email Content:


1. Header and Footer


A good email structure must contain a header and footer. The components of the header and footer will be used for every email of your campaign. Basically, this part consists of your company’s email branding like the logo, social media channels, and legal entity. Using Dynamic Content can speed up the work process as you don’t need to do it from scratch you just have linked it to your email.


2. Contents and Links


When it comes to Content and Links, you may also use Dynamic Content to build your email content. This is useful for emails with additional content that you can use over time. For a more engaging email, you want to have a particular section of your email to link your users to learn more about your products, contact your support and subscribe to your company.



3. Downloadable Files


Lastly, Dynamic Content comes in handy on setting up downloadable files. Let’s say you have a 2-day event, each day has a different time and location with this the recipient should receive an email for a downloadable Calendar file for the chosen event date. The condition should be connected through user Form submissions and Custom Data Object. This step can also be applied to other conditions like different downloadable data files for different groups.






Bonus: Email Design Editor Banner

As of this writing, the 19B Responsive Email Design Editor does not allow you to place text and Call to action button over the image banner. But with the help of the Dynamic Content, you can create a customized email header and apply the Dynamic Content to your email layout.

Fiber Networks are the future and therefore deserve a major focus in marketing. This is the case at the B2B digital marketing department of the telco company I work at. But how are our fiber networks connected to custom object records, query strings, field merges, hidden fields and picklists in Eloqua? You’ll find out in this blog post.


A bit of context


Since the beginning of 2017, our company has been rolling out its fiber network in Belgium. And we are adding (both residential and) company sites to the new fiber network almost daily. I will elaborate on company sites only, because we are the B2B department and therefore only know the detailed situation for this part of the project.


Having ‘technical access’ to the new network does not mean you are connected yet, though. Companies should actually choose to make use of the network by opting for a fiber subscription. It is only then that the fiberglass laying in the streets is pulled inside the company building. At B2B marketing, one of our jobs is to activate organizations to subscribe to fiber, and we do so by sending emails with, of course, Eloqua. Every two weeks, we send out an activation email to a new wave of customers. Logically, we do not target all our customers: only the companies for which fiber has become available on their address in the past two weeks, or companies for which fiber has been available for a longer time but have not yet subscribed to the fiber network.


The customer journey


When customers receive the activation mailing, their journey goes as follows:

  1. When the customer is interested, they can click the button in the email, with call-to-action “Ask Your Price”.
  2. They arrive on an Eloqua landing page that contains a form.
  3. The form on the landing Page is already pre-filled with the following data: Salutation, First Name, Last Name, Phone Country Code, Phone Number, Email Address. We also leave some space for comments or questions. Almost all form fields are visible, so they can adapt the data if needed. Email Address, however, is a hidden form field: we have sent the email to this Email Address so nothing should change (and we want to keep the amount of form fields as low as possible…). There is a second Hidden Form Field, which I will tell you about in a minute!*
  4. Once the customer submits the form, an automated Eloqua mailing will be sent to one of our so-called ‘Fiber Teams’. They will pick up the customer to do the follow-up.


But that’s where the problem comes in…


We have 6 Fiber Teams in our company, operating each in another part of the country (we call them ‘fiber zones’). Each Fiber Team uses a separate email address for follow-up. With each submission, we want the customer to be matched to the right Fiber Team email address automatically, based on their physical site address. In other words, a confirmation email needs to be sent to the right Fiber Team email address. When we tried to make this conditional in the processing steps of the form, the confirmation email was either sent to only one of the email addresses, or to all 6. So, we needed another option to fix this.



Here’s what we did:


With knowledge acquired during the Eloqua Luminary courses, we set up a workaround for the issue that I just mentioned. I will give a step-by-step explanation:


1. The first step in this workaround was to upload new records (coming from Excel) in the CDO, having 2 columns:

  • The email address of the customers we want to send an email to.
  • The number that corresponds to their fiber zone (1, 2, 3, 4, 5 or 6)


2. Second, we created two Field Merges:

  • 1. Name: “FiberZone”; Merge From: Query String; fiberzone
  • 2. Name: “FiberCode”; Merge From: Custom Object Field; fibercode


3. In the email, behind the CTA button, we composed the link as follows: <URL of landing page>?fiberzone=<Field Merge “fibercode”>


4. By doing this, when the customer clicked the button, he was redirected to the landing page, but the URL had the addition of “?fiberzone=” + a number from 1 to 6 (the corresponding fibercode). And here’s when the second Hidden Field* comes in!


5. In our form, we put a hidden field named “Fiber Zone Hidden Field”. Setting of this field were:

  • HTML Name: fiberzone
  • Prepopulate field data: Field Merge “fibercode”

In other words, because of these settings this field was automatically filled out based on the number in the URL (corresponding fibercode).


6. In the form processing steps, we added the step “Send Notification Email”. In this step, our settings were as follows: “Use a picklist to select the email address.” + Fiber Zone Hidden Field + the right picklist. Of course, this means we also created a picklist that matched the numbers 1 to 6 to the exact email address of the corresponding Fiber Team. Two of the reasons why we used numbers instead of the email addresses in the first place, are:

  • Our URL would have gotten longer.
  • Email addresses would have been visible in the URL, which is never desired.


7. When the customer submits the form, the above-mentioned processing step makes sure that a notification email address is sent to the right Fiber Team email address, based on the picklist (of numbers 1 to 6 and matched email addresses) we created.



Conclusion: From now on, each customer is sent to the right Fiber Team email address! Quicker follow-up is guaranteed!

Nobody wants to do repetitive tasks on their daily jobs or when everytime the company has an update over something. It's a waste of time, and as much as possible, we want to maximize the tools we use in its greatest potential and let it help us to our jobs.

Recently, our company has migrated from Oracle CRM onDemand to Oracle Sales Cloud. I, myself, personally don't have a visibility on that, since there is a separate team who handles our CRM. What we're assigned to do is to make sure that our leads are being integrated properly on our CRM system. Part of that is making sure that the required fields for CRM system are properly filled out. Since the migration, our team are being challenged because the backend values we've known have changed. But luckily, most of the front-end values are still the same as before.


So, what's the challenge?


Our challenge was:

  • To UPDATE all our Lead Source value fields (Lead Source Original & Lead Source Most Recent) with the updated values from our picklist
  • To add a new hidden field: OSC Lead Primary product in all our forms and match it with the correct values from our recently updated picklist
  • Update all our created forms with these new values, either created in Easy Editor or in HTML
  • And since my job role has a few restrictions with our Eloqua instance, we must do all of these modifications manually.


Without us doing these changes, there is a greater risk and a possibility that our leads are just there in our system... sitting down, with no sales rep to follow up on them. And we don't want a missed opportunity for the business, right?


That 'AHA!' moment


While taking up the Luminary course trainings, I took notes and thought of ways on how I can apply this knowledge so that we can automate all these updates without the hassle of editing all our created fields, one by one. Given the access limitations I have in our Eloqua Instance, I can't use the Program canvas. So, I tried updating these forms using the Form Update Rules. I tried testing it first in one of my forms created, did some test submissions, and luckily it worked!


The Data Cleansing course in Luminary is what greatly influenced me to do this initiative. The goal is to update the fields with the appropriate values without the need to use restricted tools.



  • In the Orchestration menu, click on the Contacts > Tools > Form Update Rules. Then click New on the top right corner.

  • You will see this screen

Update Rule Set Name: Name of the update rule you'll be using in your forms

Entity Type: It's either Contacts, Accounts/Companies, or Custom Object. Choose where you want to execute this rule.

Data Field: Data field/s you would like to use as an identifier. For this example, I'll use Email Address.


After adding all rules you need, click Save on the lower right part of the screen.


  • Here is a sample:


In our old CRM system, both front and back-end have the same value, but now that we migrated to a new system, backend values have changed to numeric values. Hence, we have to look at our data dictionary everytime we create form fields. But with this Form Update Rules, we can just simply input all the correct backend values, map it with the current frontend values and add it to a form processing step.


  • To add this Update Rule in your form processing step, click on the + button on the Processing step, and choose Update Contacts - With Custom Values

  • Click the Apply Shared Update Rule button, choose the update rule you recently created from the dropdown list, and click the Apply button. You may also modify this condition to execute Always or Conditionally. Save your form, add it on a landing page and test submit if the hidden field value you added on your form field successfully mapped in your contact database.


What's in it for us?


Although we don't have a full visibility on how CRM system works, it is still important for us to make sure that from our side, we do it right. When we pass correctly the data from our ELQ instance to CRM, we are making sure that the leads we get will not be put in to waste and they can be followed-up by the right people, at the right time, depending on their buyer's journey.


Moving forward...


Moving forward, I will be working with my team and collaborate with them for us to make this process more automated. Since I am still learning and testing all the capabilities Eloqua has to offer (...and learning should be a continuous process, right? ), this is just a stepping stone in making our process easier and with less human error. Moving forward, we'll also make sure that we use these tools to normalize and clean our data, for a more successful campaign with higher ROI!



A re-engagement campaign is used to reach out to leads who have an interest, but their status was inactive. The goal of the re-engagement campaign is to find out how we can get the attention to our leads and have their preferences updated. We came up with the idea to build a re-engagement campaign because we must increase the relationship with our leads on our campaigns.


Our initiative is to make our leads update their preferences and get their attention in receiving emails.


Here is how you can build your re-engagement campaign:


  1. Get the Inactive Leads
    • Create a filter for the people who have not opened an email within 12 months. We must build a campaign to ask them if they are still interested to receive any communication. By getting the appropriate subject line, body, and call-to-action, we can get their interest and attention.
  2. Design an effective email
    • To get the attention of our leads, we must consider the user interface that they will be able to experience. The designed email should be readable and informative. It should be a mobile-friendly where the customer can easily view it on mobile.
  3. Conduct an A/B Testing
    • After gathering all the leads and creation of emails, doing an A/B Testing on re-engagement may get the result of the best subject line, the content of the body, call to action and effectivity of design emails. The segment for the A/B testing will be 10% of the leads gathered. The interesting result is the ones with the higher engagement of leads.
  4. Build an effective Re-engagement Campaign
    • After getting the results of the A/B Testing, we can now set a standard process in creating the re-engagement campaign. Getting the best subject line, the content of the body, call to action and effective design email may get a higher engagement of leads.


On taking the Eloqua Luminary Course, The Advanced Segmentation Course it helped me learn how I can target the leads that have inactive status. On this course, you will find out how you can pull contacts using forms, integrations, campaign canvas, etc. The correct target audience will help you to get accurate results on what are the interests and needs of your leads. I have you the “Sent any Email” filter criteria to target the contacts who receive an email for the last 12 months.

For the user interface of the email, you may take the course “MM: Designing Effective Emails”. I have learned that choosing the best fonts, colors, and usability & readability may result in getting a higher engagement of the contacts. The simpler and informative the design you make, it lets the leads feel that they have received a very important message and encourage them to the response.

Subject Line A: Don’t miss out on the latest updates!

Subject Line B: Time Is Running Out to Hear from Program Experts!


Lastly, the Personalizing Campaigns course helped me to identify the right message and target audience to be used on our re-engagement campaign.


As a result of A/B Testing, Email A has a short and informative subject line which has a 10.30% opened emails and Email B has a long descriptive subject line which has 9.9% opened emails. From this result, we found out that a simpler and informative subject line gets the attention of leads.

Email A
Email B

As of now, Our leads have updated their preferences because of the re-engagement campaign we have launched. We can now target our audience depending on their interests and needs.

Don’t miss out on the latest updates!

Push marketing is defined by the morning score as “trying to bring your products to your customers. Just as the name suggests, you are trying to “push” a particular product on your target audience.” While pull marketing is defined as “customers know what they are looking for, and they often look for the benefits themselves.”



Segmentation, targeting, and positioning is one of the key factors for successful campaign execution. This is the first step to the push and pull approach, are you going to push your products? Or are you trying to pull the customers from an unending pool of customers? What if we have the power to do both? For any business model, sending the right message to the right customers should be on top of our priority list. The proper identification of segment members and how we will utilize the different filter criteria in Eloqua is vital. We are all aware of the two segmentation customs. The segmentation using the profile criteria which focuses on customer demographics and job profile. Another way is the use of segmentation using the activities that our contacts do over the umbrella of our respective organization’s marketing campaigns and promotions. Unfortunately, sometimes we neglect the second approach because of challenges such as “where are we going to pull our customer's activities”?


This made me curious to explore this possibility. With the vast data and opportunities available on the Eloqua platform to track behavior and engagement of our customers, this could be a breakthrough not only for my organization but for everyone who uses the Eloqua instance. As we always say, change is the only constant thing in this world. The same goes on how we do campaigns, with the continuously changing trends and customer patterns, the mere use of customer profile would not be enough for us to know if we're targeting the right people at the right time. Activity-based targeting using page tags, website visits, landing page visits, and form submission is now an edge that can be used.


In the past, before I had the chance to explore the luminary track’s CX Audience: Fundamentals, Using Data Tools to Standardize and Enrich Data, and Insights for Reporters we use customer profiles to target. This results in multiple segments that can skyrocket up to 40+ segments per campaign. Sounds tedious right? Because of this most of the segment members are only associated just because a person is a C-Suite contact. How can we know that this contact is a “right customer” if we do not know this contact's behavior? To change this approach, I dug previous marketing campaigns and promotions wherein customers engaged. I used a behavioral approach with the goal of better results, targeting and reducing segment count. From 40+ segments, we were able to decrease the segment count to two, proportionally reducing contact count to 6000 contacts to 1000 contacts. This sounds a though bargain for any campaign manager. If you say to top management that you reduced the contacts from 6000 to 1000 contacts, you should have a very good reason behind this.


Email 1 Send outEmail 2 Send out
Profile Criteria OnlyBehavioral and Profile Criteria


Quality is more important than quantity” was my focus. The results also show the advantage of using both behavioral and profile criteria in Eloqua. From the usual unique open rate of 15% this sky-rocketed to 60% with a 45% improvement. This results in a higher click to open rate and unique click-throughs. The real breakthrough here is that we are able to target the people who are interested in our message. We targeted not only the right person. But we targeted them at the right time. We used criteria such as opening an email setup page tags that would benefit the result. This also included previous form submissions from related campaigns.


This is an approach that would not just benefit pull marketing. Because of Eloqua, we are given the power to utilize both. With this power, we can have cleaner data, relevant results and drive customer-focused marketing.

Leads are one of the most valuable things for you company.

A big part of all the effort you put in your Eloqua instance is to create leads, pass them to Sales and generate value!

But.. What if you notice that a part of your leads never even reaches sales?

This can be caused by data restrictions on CRM-side.

And then you face the challenge that you must clean and transform the data in a way that your CRM system understands.


At our company, we are connected to Salesforce. We are working on becoming more agile but for now: the Salesforce team is in another team, even in another department.

In the weekly meetings they are updating us (the marketing automation team) on what’s new on Salesforce side.

One time they decided: we will not accept any weird characters any longer. And we had to find a way to cope with that.
Regular expressions were the best way to solve this. But: what if you have limited time and no regex knowledge? Here’s what we did.



The first step is: which fields do we need to clean?
And do not focus on what is needed now, but also with a future perspective in mind.
At our side, what was needed now was: no weird characters in first name and last name and first name could not be empty.

Additionally, we wanted to clean common data issues that were made in this fields.

Like propercasing first and last name. This looks better in our personalisation.


The field Gender was standardized with a list where the options Male, Female and Unspecified are available.

But due to list uploads we have a lot of other versions of this truth that come in.

So we analysed our data and checked which values were coming. Based on that we listed all the wrong values.

The exact same problem appeared with the language field. In our list uploads we receive a lot of abbreviations, the language in another language,…


The Mobile phone number field was difficult. Because people fill it in with the country code, without the country code, with spaces in between the numbers, with dots, with slashes, ..

And in our field, we just want the numbers without the country code and without the spaces slashes or dots.


Because we are in B2B, the Customer number is mandatory to send our leads to Salesforce. But what do we do if we do not have a customer number?



Step 2: the contact data washing machine app is your best friend.

Build a program that contains: data washing machines, update rules, lookup tables,..

First & last name

For all the weird characters (we had over 100 in total) we used the replace X by Y. Except for the _ we replaced it by a space. By weird characters we mean the following: 0123456789:;<=>?@[\]^_`{|}~€‚ƒ„…†‡ˆ‰‹‘’“”•–—˜™›¡¢£¤¥¦§¨©ª«¬®¯°±²³´¶·¸¹º»¼½¾¿Ð×÷!"#$%&()*+/

And then we added the action to propercase the first and last name.


Gender and language

Here we analysed all the values we had in the gender field. And we set up a washing machine with the action replace X by Y. This for all the different variations. For example: replace ms by Female. Or replace NL by Nederlands. If the field is empty, it gets filled in by the default value. For gender that’s Unspecified, for language that’s English. This is done by an update rule.


Mobile phone number

Before starting this clean-up, we looked at the integration section and examined which phone numbers the failed leads contained. Important: our mobile country code and mobile phone number are in 2 separate fields.

Based on that we found as common mistakes, we changed this:

  • Replace . by (empty)
  • Replace / by (empty)
  • If people filled out the Mobile country code, but did not started their phone number with an 0. We did compose 0{mobile phone number} so it would be valid. Because the Belgian mobile country code is 0032 or +32 and then you add the rest of your number 412345678. But when you give your phone number separately its 0412345678.
  • Then we checked if the mobile phone number contains 0032/+32. Then we would put that value in the mobile country code field. And we would replace the +32 or 0032 by an 0.


Customer number

When contacts fill out a form, they have to select their company by a drop down list that pops up after you type the first 3 letters of your company.

In the back-end we match this company name to their VAT number. And then we match the VAT number to the company number in a program.,

So our next step is to check: do we have the company number?

If no, do we have the company name and the VAT number?

If yes, then check via a Lookup table what the right company number for this contact is.
If we do not have any of the required info about the company of that lead, we link them to a dummy company with a dummy company number. Without this, the CRM system would reject the lead because it has no company number.



Step 3: check if it works

When activating this program, check the output. And keep modifying and improving your program until you get the clean data you want.



These tips and tricks can be learned in the datacleaning course. And thanks to his we can send more leads to the CRM successfully.

But also: our data is much cleaner which is great for personalisation.

As we all know, mitigating the bounce rate of high value page abandonment is about more than just marketing. One of the easiest opportunities to increase conversions on those pages is with a page abandoned email journey. Some marketers don’t prioritize these campaigns because they feel that it’s a waste of time and believe the effectiveness of these campaigns is not impactful enough to make it worthwhile. Guess again! Page abandonment campaigns have proven to increase engagement and conversion rate and are a cost-effective way of re-marketing to someone who is actively showing interest.


Our Challenge

One of the big challenges our company had was that web-based page abandonment campaigns have traditionally recorded high level of engagement for conference registrations and for various reasons, we’ve historically seen an inconsistent implementation of this tactic as well as the timing of implementation.


Our Goals

We have an opportunity to develop and deploy global standardized page abandonment campaigns, which programmatically evolve based on major conference campaign milestones, to ensure we engage prospects at the moment they are showing interest. Deploying a standardized campaign will also offer us a platform for more robust optimization while reducing local marketing managers level of effort.

The goal was to:

  • Target individuals who have abandoned the registration flow once
  • Configure automated campaign canvas for registration process abandoners
  • Deploy email 1-hour after abandonment without registration
  • Drive re-engagement with exclusive conference content and discount code
  • Create mutually exclusive segment with registration & agenda abandon segments





To kick-off the initiative, we started by splitting campaign canvas into two streams: Visited Registration Page and Visited Agenda Page. To further personalize this campaign, we added a decision step to identify if any of the page abandoners were Alumni (previously attended an event) or Prospect (never attended an event)

Each stream had different messaging based on whether the contact attended a conference or event in the past or if they were a prospect. We then set up 2 segments to pull in new members who visited either the registration or agenda pages for the event. Since the registration page was a higher value page we then built a shared filter on the Agenda page abandonment flow to route members to the registration flow to receive an email with a more compelling offer to influence the buying decision.


This is what the campaign canvas looked like:


Canvas doc.png



Oracle Marketing Cloud Academy

Through my learning in the Eloqua Masters and Luminary certifications, the Fundamentals of the Campaign Canvas and Personalizing Campaigns Modules taught me how to leverage shared filters, decision steps, and field merges to create and scale these campaigns and standardize a global process for these high performing campaigns.


Our Results

The campaign was extremely successful. The open rates increased by 73% & CTR increased 50% higher than our benchmark for page abandonment campaigns. We had a +214% YOY increase in event registrations directly associated with these campaigns. In summary, these campaigns do work and have proven their success and we have standardized a process to roll this out for all events globally going forward.

Marketing Challenge & Campaign initiative

Nowadays the way we connect with customers go beyond more than virtual events, we believe webinar is another tactic which is strategically important in converting customers to the next stage of funnel. Historically we used to follow a batch-and-blast way of sending emails across the entire region, and as campaign specialist it wouldn’t be effective and remembering the email schedule is a pain.



Our goal is to increase the conversion rate of our email campaign, number of webinar registrations as well as attendance rate through the creation of campaign canvas and proper segmentation.



Prior to the implementation of marketing campaign canvas, webinar invites and attendance reminders were deployed on ad-hoc basis. Very often we missed out the sending of emails which in turn affected the attendance numbers. Email performance was not great too, internally we don’t share a concept of segmentation and it was just sent to all contacts on our database. Following the adoption of campaign canvas and proper segmentation we expect an increase in email open rate and more webinar registrations, based on the fact that relevance is the key to conversion.

Solution & Implementation

We need to create the following assets on Eloqua:


  1. Invites 1 & 2
  2. reminders ( reminder 1, reminder 2)
  3. Post-webinar Thank You

We used the latest responsive template on Eloqua to design emails for this campaign.


Shared Filter

Webinar platform is integrated with Eloqua with registrations stored in custom object. To retrieve the registrations we have to create a shared filter for webinar registrants.


For invitation
1) Demographic profile - industry, job function, job level – fields that we've already standardized our profile fields with picklist.
2) Behavior – we’d love to invite past attendees of the webinar series
For webinar registrants
1)We will add the shared filter to create a segment,  such that registrants will be continuously added to the campaign canvas


Campaign canvas

Steps to build the canvas
1)Add the invite member and seed list as segments
2)Add the 1st invitation email
3)Reminder to register will happen on 22/10 10am so adding a wait step
4)Reminder to register will only go to non-registrants, so we add a decision step with shared filter to evaluate webinar registrants
5)Already registered ones will get the reminder 1 to attend and they will be moved to the wait step on 29/10 10am.
6)On the other hand, webinar registrants signed up via our website (not via email campaign) will also be added to the canvas, this can be done by adding the segment for webinar registrants. We have selected “Add members regularly until campaign is deactivated” such that registrants can be continuously added to this campaign.
7) Now if anyone sign up before 29/10 10am they will be getting the reminder 1. If they sign up after, they will be moved to the next step which is the reminder 2 to attend. And to do that we added the “Compare Date” step to evaluate the date.
8)All registrants will be pulled to the wait step on the date of 31/10 where everyone will receive the post-webinar follow up email.
9)At last we schedule the campaign start date on the day of sending  1st invitation.



Number of webinar pre-registrants: 3 times more than before
Show up rate of webinar registrants: 2 times more than before
Email Open rate increase by 30%
Email Click through rate increase by 20%


Marketing cloud courses have directly influenced this campaign

Fundamentals of the Campaign Canvas
Fundamentals of Segmentation
Fundamentals of Emails
Modern Marketing: Content Targeting
Modern Marketing: Email Deliverability

The challenge and the initiative:


As a Data Analyst, we used to receive a lot of cleansing projects to clean up Eloqua database. One of the them was we used to extract the new contacts which was recently created, and we used to distribute the data file amongst the team and clean up more than lakhs together contacts manually by performing a prep work on to excel sheet and reuploading the same on contacts upload. It used to consume lot of time, get confused, excel was getting crashed. After going through the luminary session. We thought of using the contact washing machine app program and performed a test. The test was successful.


Goals and success?


The goal is to use the Eloqua and keep the contact database up to date and tidy.


Campaign plan and step by step implementation:


What is a contact washing machine?

The Contact Washing Machine enables cleansing of contact fields. You will be able to define one or more contact fields as inputs, then run actions such as trim, concatenate, adjust case (proper case or lowercase), and perform lookups to populate fields. The data can then be mapped back to that same field or a separate field. Keeping data clean improves the accuracy of scoring, segmentation, and personalization.


What is a contact program?

An automated workflow that modifies and organize your contacts. Contacts programs can help accomplish in a wide range of goals

  1. Lead scoring
  2. Nurturing
  3. Data Cleansing
  4. CRM Integrations

Using the canvas, we can build highly customized program steps

Below are the 3 major steps involved to run a canvas

  1. Data source steps
  2. Evaluated by decision steps
  3. Processed by action steps

Programs canvas also supports cloud apps and sync to an external system and keep your data up to date.

Create a basic data normalizing program using contact washing machine. It’s a free app available on the oracle cloud market place. Normalizing the data can result in clear and more accurate record.


When configuring the Contact Washing Machine app on the campaign canvas and program canvas, you can select up to seven actions to perform on the source field. The following table outlines their purpose and provides examples.





Removes all white space.

Trim Left

Removes white space to the left of the text.

Trim Right

Removes white space to the right of the text.


Turns all letters to lowercase.


Turns all letters to uppercase.

Proper case

Capitalizes the first letter of each word.


Builds up a string of text from static values and Eloqua contact fields and places it into the destination field. Press Ctrl + Space to view the list of available static and contact fields.


Below is the example of trimming and changing the First Name to proper case

In order to achieve the goal, the below steps has to be followed:

  1. Go to orchestration --> Click on the program--> Create a contact program and select create a blank program and choose

On the right-hand side click on  and update the name and description

All canvas requires at least one data source

A listener is a powerful tool that listens for the change in your database and reacts immediately.

Drag and drop the listener component on to the program and save the changes.

Double click on the listener icon and click on the sign and select contact creation. With this setting, the listeners will pull the contacts into the program as soon as it is created in Eloqua.

Add the decision steps to evaluate the program drag and drop compare contact fields. Rename the step name and select the “First Name” in evaluate contacts whose and

Set the step to check the filed to blank

If the field is blank the contact will be a move to the “Yes” path

If the field is not blank the contact will be sent to “No” path

Drag the contact washing machine on to canvas

Rename the steps and then click on the edit icon and open the cloud configuration window.

You can use the washing machine to perform the range of action depending on different criteria.

We will capitalize and trim the data record for each contact to keep it tidy and accurate

Under source select the first name as washing machine target field.

Select a proper case and add trim as well

Under destination add the first name and save the changes.

Connect all the components and activate the canvas.

All the new contacts added will be cleansed accordingly.

How has this campaign impacted our business?

We saved a lot of time and gave us the opportunity to focus on other channels, and minimize the manual work and reduce the potential mistakes and the data was clean and accurate.


What we achieved?

Our client was very happy We received many projects.

Improved speed-to-lead time by using CRM cloud apps for integration instead of external calls.

Maintain a cleaner contact database by easily integrating the Contact Washing Machine app with your programs.

A new listener architecture that triggers program actions in real-time based on lead score changes or new contact creation.

Integration with the Oracle Marketing AppCloud so it can easily sync data from external systems with Oracle Eloqua.

An improved user interface, making it easier to quickly build your programs.


B2B Masters; B2B Luminary.


Thank you!

Happy Learning!

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