Skip navigation

In this article, we will explore ways to use Eloqua web data lookup to get more from your marketing cloud, e.g. Google Marketing Cloud.

First of all if you haven't used web data lookup before, it is an easy way to use client side JavaScript APIs to retrieve information from Eloqua about a website visitor in real time! Key information types that can be retrieved are contact fields, visitor profile fields, custom data record fields, email group membership, etc. To start using web data lookup, please read these articles: Creating web data lookup, Using web data lookup, Web data lookup examples.

 

Now after this quick intro to web data lookup, let's explore the use of web data lookup beyond form pre-population and web page personalization. Today's web analytics tools such as Google Analytics & Adobe Analytics provides powerful data visualizations but sometimes limited visitor data available. Our marketers would wish these web analytics tools has more information about these visitors like Eloqua fields from "contact (e.g. Industry)"/"visitor profile (e.g. Company)"/"custom data (e.g. lead source)" records. Using Google Analytics (GA) as an example, this is how you can do it with the following steps:

  1. Setup web data lookup and add the JavaScript code to web pages. Please also make sure that Google Analytics analytics.js is installed on these web pages.
  2. Create desired custom dimensions on GA to store data value that you will be retrieving from Eloqua in the next step.
  3. Use the web data lookup JavaScript API calls to retrieve "data value" of desired Eloqua fields, after the web page finishes loading for a visitor.
  4. Use the ga("set", ..., "data value") function in GA analytics.js on the web page to send "data value" as value of custom dimension to GA.

 

With these Eloqua field data stored as custom dimensions in Google Analytics, you can now run Google Analytics report to answer questions like:

  • Visitors from which industry has the highest/lowest eCommerce/goal conversion rate?
  • How many page views & users from targeted companies?
  • Do visitors from different industries/companies/job roles shows different behavior flows on your website?

 

In addition to the above, you can also create Audiences in GA using these custom dimensions. For example, you can define audience in GA by combining data from Eloqua (e.g. industry) via web data lookup with standard GA fields (e.g. source/medium/visitor type). You can then publish these new audiences to your Google Ads account to target visitors more precisely via customized ad copies & keywords, all thanks to these additional data from Eloqua web data lookup!

Tracking CTAs Click Activity within Landing Pages

 

Challenge:

By default, when gathering data for reporting on a Landing Page, it only tracks overall details of the page. When it comes down to the items/URLs found within that Landing page, there is a limitation to track any data activity generated from that traffic; this Blind For Fix will capture that missing data.

 

Goals:

To track additional activity data within the Eloqua’s Landing pages for a more effective and detailed report.

 

Process:

To gather the activity data of any URL found within the Landing Page, the URL(s) must be ‘redirect’ through a blind form in order to capture it. Here are the steps in order to solve this.

 

Documentation:

The most basic approach using the “Blind Form” fix is to provide accurate data of the clickthrough per email address and the date stamp for each click it receives.

 

Impact:

Having this ready, it’s a matter of relating to your campaign tactics and business goals in order to hand-tailor the values and metrics you need for a more robust data gathering and reporting stats.

 

Steps:

 

1. Creating the Blind Form:

Go to >Forms>Create New Form > Blank Form  

Add the specific campaign name and then make sure the HTML Name is the same as a best practice.

Define the fields from the Landing Page that you want to track down and then proceed to create a hidden field for each of them.

Click on Custom Fields, the floating window will show the available objects; drag and drop a hidden field.

 

Rename the hidden field(s) accordingly.

Make sure the Field Label (Display Name) matches the HTML Name (Advanced Settings).

Under the Field Validation and set the Maximum # of valid characters to be 100 at least and the Minimum at 2.

 

 

Go>to PROCESSING screen. (Upper right corner of the screen)

On the left hand-side of the screen click on the + and select: Redirect to Webpage

Click on the Conditionally icon (Processing Steps Executes…)

 

 

Make sure the name matches the URL on your Landing Page so it will be easily located when creating the report.

Next,  select the “Send to an External URL” and copy the URL you want to track.

 

 

As a best practice make sure you grab the Tracked link from the Components screen

 

 

Go>to Action> View Form HTML…

 

 

2. Creating the BLIND FORM tracking URL:

To construct the tracking URL, you must find the details listed below.

They can be found under the menu >Action >View Form HTML where you can search each value:

When the Form Integration Details screen appears, look for these values and construct the string as follows:

 

  1. https://XXXX.t.eloqua.com/e/  > Action= from Eloqua’s Server
  • ?elqSiteId=0x0x0x0  > EMERSON’s Site ID within Eloqua
  • &elqFormName=19E_NA-en_AWR_EthanolBioRefining_1_FM_Blind > Form using Hidden Fields
  • &email=~~eloqua..type--emailfield..syntax--EmailAddress~~  > Field Merge                    
  • &btn=btn1_mass_balance > The name you created for the CTA you want to to track on the Landing Page

 

https://XXXXX.t.eloqua.com/e/f2?elqSiteId=x0x0x0x0&elqFormName=19E_NA-en_AWR_EthanolBioRefining_1_FM_Blind&button=btn1_mass_balance&email= ~~eloqua..type--emailfield..syntax--EmailAddress~~

 

As a best practice Do NOT use the & on any of the names/naming conventions.

 

3. Final step

Grab this link and put on the Landing Page on the CTA you want to track. In order to view this activity just review the form submission data where all the individual records will be found.

 

Commentary:

Putting together this guide, I saw all the videos found on the Oracle Training site regarding Acquisition Data. The reason I needed this is because we work with a lot of white papers and technical PDFs. As many people are behind the creation of these very important and detailed information, a need to understand better the channel specific traffic this information was generating, we wanted to get a hang of their Persona data. This fix helps towards that and broads our understanding of how they interact on this Libraries of landing pages while watching how they appear on each of their lifecycle stages.

We were looking for a solution for reporting the number of contacts qualifying for a given segment, and for monitoring segment growth over time.

 

The ‘Fundamentals of Segmentation’ ‘Program Canvas’ and ‘Insight - Advanced Criteria Functions’ were used to formulate a solution to this problem.

 

The solution chosen was to use a Program to write to the Contact Record—using the Program ‘Update Rules’ function.

 

Program canvas.jpg

 

Because the segmentation criteria are dynamic, meaning a contact can qualify for (or get disqualified from) the segment at any time, we had to re-evaluate the segment result regularly.  The ‘Re-evaluation Frequency’ setting on the segment icon in the Program was set to ‘1 Day(s)’ to achieve this.

re-evaluation.jpg

Each contact should be updated using with either a ‘Yes’ or ‘No’ value for the segment, at each re-evaluation.

 

To ensure all contacts receive a value of either ‘Yes’ or ‘No’, we created 2 versions of the segment;

  1. The ‘Engagement last 6 months’ segment was set up using Shared Filters.
  2. The ‘NO Engagement last 6 months’ is a version of the above the segment, using the same Shared Filters, but in this segment the Shared Filters are set as ‘exclude’ criteria. This segment has only one ‘include’ criteria which is ALL contacts in the database (email address not blank).

 

In this way, the ‘NO Engagement Last 6 months’ segment becomes the opposite of the ‘Engagement Last 6 months’ segment, and ALL contacts in the database receive either a ‘Yes’ or ‘No’ value.  Per the Eloqua Masters course, Shared Filters should be used with caution, because any update to a Shared Filter is reflected in every segment the filter is used, but in this case that is exactly the intention—changes to the criteria are reflected in both the ‘Engagement Last 6 months’ and ‘NO Engagement Last 6 months’ segments, at the same time.

 

Insight can be used to report on the custom field on the contact record. Custom fields can be found in the Contact / Attributes / Contact Custom Text subject area.

 

Insight report.jpg

 

Insight reports can be scheduled to run, for example monthly, and the result can be plotted over time.  This solution allows us to monitor growth of the segment over time.

 

In addition, having a single field on the contact record that reflects the multiple and complex segmentation criteria, means that building permutations and combinations of the original segment—segmenting using the custom field instead—is quick and easy.

Preface

In my current role as a Marketing Specialist, I work with a team that focuses on Product Alerts, Newsletters, Webinars, Events and Nurture campaigns. We work in a fast-past industry that is ever changing and we strive to be on the front-end of the newest strategy.

 

The Challenge

By looking for new strategies of testing my campaign effectiveness, I stumbled upon A/B testing in topliners from people similar to me; looking for answers to simple questions that I didn’t know the answer to, like these:

  1. What’s the best time to send out a post event email?
  2. What time of day do people consume your newsletter most?
  3. If your customers open your emails majority on Desktop vs. Mobile view, which view should you make sure the email displays best in?

 

I wanted to focus on changing our mind from “I think” to “I know” by testing out different strategies for our email campaigns. One set of emails we send often are for events. Now these events can be small trade shows that we have a booth at or a larger event that we may be sponsoring.

 

My company typically sends 3 email touches for the smaller events. This consists of:

  • Pre-Show Email
  • Day of Event Email
  • Post Show Email

 

I decided to run a test to see if sending out the post show email 3 days after an event VS. sending it a week after the event makes a difference in overall email performance.  In reality, I want to know if waiting for the event sponsor to send out the post show list is worth the wait, or if I should just use the scrubbed list from the pre-show send because it is just as efficient.

 

Hypothesis

My hypothesis is that sending the email out 3 days post event, will gain more traction and overall better email stats than sending it out 1 week later when we have the post event list.

 

In my mind, if we wait over a week to send a post show email, our customers/prospects will no longer make us a top priority because of the amount of time that had passed. Maybe they are going to another event next week and forget that they even stopped by our booth because we didn’t reach out to them sooner. Or maybe the post show list from the sponsored event didn’t have a large increase of contacts we could send to vs the pre-show list making it pointless to delay the email send.

 

Below are a few of our mobile friendly event emails I am A/B testing.

2019-10-28_00-57-13.png

 

Results

After testing out my hypothesis, I found that sending out post show communications 3 days or less after an event yields a higher unique open and unique clickthrough rate than if I were to send a post-show email out 1 week or more following the event.

 

I went through the list of event campaigns and found the ones that were sent 3 days post event VS. 1-week post event. I then grabbed the average of the unique open rate and unique clickthrough rate to get total average of each test.

 

2019-10-28_02-24-48.png

 

By having a higher clickthrough rate, we have a potential to increase the number of demo requests which increase our chances to a potential sale. After finding out that the post-show email sent 3 days after yielded better, I thought of a few more things I could potentially test in the future.

 

Key Take-Away

Marketing your company is customizable to your needs. Just remember the strategy for one company can be a lot different than how another company operates. When seeing a result of an A/B test, don’t assume that it will work the same way for your company. You may have a different structure, or target audience.

 

The best thing to do, is test it out for yourself and see if this to will help you in your future event campaigns like it has helped mine.

 

Helpful Resources & Courses

Fundamental of Content Targeting

Insight for Analyzers

 

 

Title: Strategic Eloqua Omni Channel Campaign implementation on Event A held in Abu Dhabi 2019

Goal: To acquire new customers, drive registrations and onsite conversions with increase in customer satisfaction (NPS – Net promoting Score)

Course: Oracle B2B

Benchmark: Increase in Event A Net Promoter Score with +20

Strategy:

No matter the increase of online pre-registered visitors if we are not able to bring them on the show floor. Our focuses efforts were to build Omni Channel campaigns with strategic content and data driven approach using 7 behaviours and sector/feature interests from pre-registration and survey data.

After analysis of 2017 and 2018 results, and following the critical situation we were into for Event A 2019 reaching -30% on pre-reg visitors one month prior the event, we decided to set up a task force meeting daily, first to go back to growth for pre-reg, and also to focus on conversion to make sure visitors will come to the event.

 

With Eloqua being a master tool for marketing automation, we are able to track customer interaction and behavior alongside a complete visitor cycle with 360o insight. To scope with our existing database structure with its complexity, we were successfully able to deploy the Campaigns – Newsletter, Acquisition, Retention, and Conversion, along with theses campaigns we also implement other features as below:

 

   1. “Eloqua Forms” for Lead generation –Eloqua forms into website to acquire new leads and have them to drive straight into the Acquisition campaigns based on the sector of interest (segmented).

       Eloqua Feature used: ELOQUA FORMS

 

  2. “LinkedIn Acquisition Campaigns” – Omni channel approach to be able to target the customer over different channel like LinkedIn

         Eloqua Feature used: LINKEDIN APP

 

3. “Gleaning Dashboard” – an innovation with conversion campaigns to be able to generate new leads via social connections.

       Eloqua Feature used: CDO Field Merge

      Gleanin is a referral-marketing platform designed to facilitate high-value social connections across the entire event registration experience and when integrated with Eloqua conversion campaigns, it has increased the possibility to reaching to new leads and achieved conversion          rate of 1.86%  with only just 2 email campaigns.

 

4. Data driven content strategy approach” – using 7 behaviors and sector/feature interests  

       The content for the conversion campaigns has been driven from the registration data, where the visitors have expressed their interest and main visit objective (7 behavior) – The right content to the right audience.

Example:

Visitors who have shown interest in the paid conferences were directed to upsell Eloqua campaign.

In the online registration form, one the key question is the 7 behaviors which defines the purpose of the visitors to attend the show and the content for conversion campaign is based on it. For eg. If visitors choose “Gather industry knowledge and learnings through talks or presentations”, then the content was more focused on forums, conference and industry insights.                                          

In the online form, they have to chose their main sector as well, for ex water, waste, energy, etc. This info has been taken into consideration to segment conversion campaigns, and highlight specific exhibitors/products from the sector, in addition to forum specific content.

               

5. “Omni Channel approach”

The campaigns were launched across all channels, SMS, social media and email campaigns along with website updates. This created a story and synchronization across all channels.

For email campaigns, integration has been done between Info Salons and Eloqua, to push the pre-registered visitors in conversion campaigns automatically, already split across the 6 main sectors of the event.

             

Results

 

Event A 2019 has delivered proven results with 51.45% of conversion rate, online (pre-reg & online registrations during the event days) to onsite attendees with growth of 8.25 pts compare to last edition (already 12 pts higher in 2018 versus 2017, so constant progression in 3 editions).

As a final impact, the combination of targeted acquisition campaigns with targeted and data driven conversion campaigns, Omni channel approach,  all driven by data and analysis, led to more visitors onsite and better quality of visitors, with a direct impact on exhibitor NPS, as EVENT A jumped from -1 to +22 as a cluster.

There is a, possibly apocryphal, story about the famous artist Pablo Picasso that highlights the efficiencies gained from practice and experience.

 

One day, as he was visiting a market, a woman stopped him and asked for a small drawing. He scribbled a quick piece of art, handed it back, and requested a million dollar fee. The woman, alarmed, exclaimed 'But it only took you thirty seconds!'. Picasso responded 'It took me thirty years to draw that masterpiece in thirty seconds!'.

 

Whether or not this exchange occurred, it speaks to the gains in efficiency, and improvement in skill, that develop when we invest in ourselves, and our craft. Education is just this, an investment in our ability to be better, faster, and more innovative in our daily lives. If you are looking for ways to justify an investment in an Oracle University Cloud Learning Subscription, consider the following:

 

Accreditations

The accreditations available within Oracle University help you showcase your knowledge and skills with opportunities to earn career-boosting, industry-recognized accreditations. Earning the badge allows you to demonstrate your knowledge and skill (either on LinkedIn, or in your email signature) and lets some teams ensure that new-hires know what they're doing when they get access to the tool.

 

Release-Based Training

SaaS applications are constantly changing. Features are being deprecated and new ones are being deployed. To stay on-top of these updates, and ensure you're utilizing them in the most strategic way, you can rely on the release-based learning paths that go-live at the same time as the product release.

 

Continuous Content

The learning subscription is dynamic, not static. New courses are being released nearly monthly, with consideration for the more advanced users. Whether you're interested in learning more about APIs for Modern Marketers, need help Designing Effective Emails, or need a deep-dive of RPL, our team is constantly working with experts to exceed your expectations.

 

Supportive Resources

Courses are supported with a number of additional features that enhance the educational experience, like:

  • On-Demand lab access to a sandbox environment
  • Searchable transcripts
  • Ask the Instructor feature, which routes questions to our team of experts
  • eKits
  • Quizzes
  • Progress tab of consumption history

 

Innovation in Education

We never want your training to feel dull or tired, so we are always investing in ways to bring heightened engagement and curate value. For example, our Expert Applied Learning Series includes courses developed by marketing consultants in the field.

 

There are stories of the success that education brings (like this, or that) - but why not see for yourself! Similar in cost to a trip to a conference, but with 24/7 access to a growing catalog, take a closer look at the new-and-improved CX Marketing learning subscriptions:

 

Marketing challenge

Our challenge is to find a process to create a streamlined event journey cycle for any event campaigns that can be executed seamlessly by Eloqua recruiters that host multiple events across the globe.

 

Goals

The goal is to use Eloqua to track, manage, and create event campaigns. The event campaign will:

  • Sync data and capture contacts from our CRM to Eloqua
  • track contacts throughout the campaign at different stages – invited, registered, attended
  • create automated emails to be associated with the event – event reminders, notifications, and thank you
  • Increase registration, attendance, and awareness

 

The solution

  • To automate this process, we took the following steps:
    1. Built a multi-step event campaign template
    2. Use ‘Add to Program Builder’ to sync campaign members to our CRM
    3. Use the ‘Wait’ step to trigger automated email notifications and reminders
    4. Use ‘External Activity’ to update the status of the contact to your CRM
    5. Create event templates to be associated with the campaign
  • The multi-step event template can be used for any type of event. Having the template can also allow users to customize when reminders and notifications should be sent to their contacts according to when their events will occur
  • We created a guideline and trained our Eloqua recruiters on how to use a multi-step campaign
  • It took a few weeks for everyone to understand the process, once we did a few test runs and held training sessions, the recruiters were able to use this strategy to increase event registrants, awareness, participation, and engagement

 

Screen Shot 2019-09-30 at 3.48.12 PM.png

 

Results

Having this multi-step event template has efficiently cut down time and saved manual work process that users otherwise would have to do each time they want to promote an event. By creating segment member lists, we were able to target different audience members that would be interested in attending our events. We also measured the success of the events by analyzing the email metrics, by promoting the event and sending out email reminders, more guests were registering to the events.

 

Having standardized process minimized user errors and it also made trouble shooting easier to identify, as we were able to find which step we got errors or got stuck on.

 

Having a solid foundation for event campaigns helped our team promote events across the globe, contacts were able to receive reminders at the right time (as we had contacts from all different time zones), and we were able to measure and track the stages of each contact during their event journey. it made a positive impact on the guests as they were getting proper notifications and communications.

 

Reflection

Currently we are using another platform to host our events, moving forward I think it would be more beneficial to use the forms in Eloqua so that it can be integrated into the multi-step campaign. We’d also like to be able to use the social sign on app for event registrations.

 

Resources use

Fundamentals of the Campaign Canvas

Measuring email deliverability

Marketing Challenge:

 

Due to an expansion on a new market, a new business unit had the requirement to set up an individual IP that should have been used for their own marketing activities.  The challenges were few:

  • Adding a new IP to the existing email backend configuration without impacting the current setup.
  • Warming the new IP according to the Deliverability best practices.
  • Educating the end users to utilize the new configuration.

 

Goal

Having the new IP warmed and the new business unit being able to use it for their next monthly marketing campaigns.

 

Solution

Adding a new IP to the existing email default configuration involved the intervention of the Oracle Operations team via a Support Service Request.  While the new IP was provisioned, the default From and Bounce back email address domain to be used by the new business unit were agreed.  The IT department configured the authentication keys (Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM) and Domain-based Message Authentication, Reporting & Conformance (DMARC) for the new domain, and the correct set up was tested by using the free-tool MXToolbox.

 

In addition to the above configuration an additional service ‘Oracle Eloqua Premium Branding and Configuration Cloud Service’ was required at a cost to allow IP routing.

 

As the new IP was provisioned in a cold state, a plan for IP warming was put in place.  First an analysis of the average of emails expected to be sent in the next month was done as this information would have influenced the IP warming plan and ramp-up process, we focused on the campaign volumes and the number of the ISP-hosted email addresses. We followed the advice for the warm-up schedule and ramp schedule contained in the document in Topliners – Global Deliverability group ‘Deliverability _IP Warm Up Guidance.pdf’ see images below:

 

IP_Warming.jpg

Ramp_Up.jpg

 

We started with low volume campaigns and did not sent any large campaign in the first three weeks, we targeted in our campaigns the most engaged recipients (most active contacts in the last 3 / 6 months).  As email assets we created emails avoiding complicated HTML code or a large number of images.

 

After each campaign launches we monitored the KPIs especially bounce rates (we wanted to be sure that they were as per the recommended rates of  less than 2% for the hard bounces and less than 3% for the soft bounces) plus the open rates and click-throughs rates.  To monitor these KPIs we used three Insight reports:

 

  • ‘Email Analysis By Email’ to check open rates, click-throughs and bounces rates metrics;
  • ‘Email Bounceback History with Messages’ to have a better understanding of the reasons of the hard and soft bounces;
  • ‘Email Unsubscribes Overview’ to monitor the SPAM unsubscribes for complaints.

 

During the warm-up period we made also use of Return Path's Sender Score to monitor the reputation of the new IP, however we relied more on the information we had from the Insight reports metrics to monitor the email deliverabilty.  The reason of this is that we were aware of the evolution in the industry that makes the reputation score as a single metric to evaluate a good or poor deliverability is outdated (for further information on this topic refer to the article in Topliners ‘The Demise of the Deliverability Reputation Score’).

 

Before starting the new IP warming a basic training was put in place remotely and with the help of a custom training guide with the purpose to educate the end users that would create future emails assets in choosing the correct settings for the emails to avoid impacting the deliverability of each business units and their respective IP addresses since they had multiple Bounceback Addresses and Virtual MTA to choose from, due to the IP routing.

 

Results:

At the end of the warm-up and ramp-up period each business unit was using their own IP for their marketing activities with no impact to the deliverability of the original brand.

 

Marketing Cloud courses useful for this project:

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

Marketing Challenge:

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.

Get Contacts example.png

 

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.

Signature Rule.png

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.

Signature Layout.png

 

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.

Field Merge.png

 

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.

Sample Email.png

 

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.

Canvas Sample.png

 

Results

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.

Filter Blog

By date: By tag: