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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.

 

Action

Description

Trim

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.

Lowercase

Turns all letters to lowercase.

Uppercase

Turns all letters to uppercase.

Proper case

Capitalizes the first letter of each word.

Compose

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!

The challenge and the initiative

Being a Campaign Manager in an events business is challenging but a fulfilling role. The main goal is always attracting and enticing visitors to attend the event, to convert and meet exhibitor’s needs by ensuring that your company achieves its targets. Panic mode always sets in, especially in the last few weeks before the time any of our events goes live.

 

Imagine this scenario, is sunny October, 3 weeks before one of our events, down on numbers, panic ensues, action needs to be taken. Solution? Behavioral communications which will create a new path for campaigns and a blur for the business.

 

Goals and success?

Our goal was to use Eloqua to run a behavioral campaign based on the website activity recorded by the platform in order to hit the targets.

 

Campaign plan and step by step implementation

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

  1. Touch-points definition: Website (a list of most relevant pages has been created), LinkedIn platform (LinkedIn campaign manager app has been configured), Facebook business page (data has been extracted and manually imported into the platform).
  2. Email comms were created to match the audience and the content of our data was researched on our website.
  3. Customer journey had been mapped out and a visualization was created to support input and activity from all the involved teams.
  4. Eloqua segments were created for all the relevant groups by using activity filter criteria.
  5. De-dupe criteria was applied for all segments created, by rank.
  6. Automated canvases were created to support previously defined plan and exclusion filters were used across all the live canvases for the 2019 campaign in order to avoid duplication in data. The behavioral campaign were defined as main, so all relevant data was moved to the automated canvases that had previously been created.
  7. All the segments were setup to add members regularly until campaign is deactivated, with a re-evaluation frequency of 4 hours (governed by our internal set-up).
  8. A series of 3 emails was added to each canvas with email 1 being triggered after a max of 24 hours after the website visit has been registered and the following emails after 48 hours at first stage and reduced time closer to the deadline.  Emails were scheduled to be sent every day between 7am and 10pm.
  9. Campaign was activated and daily Eloqua Insights reports were setup and sent straight to our inboxes for close monitoring. No changes was made until the end date, as the results exceeded our expectations.
  10. All unengaged data was moved to a LinkedIn re-targeting campaign where the messaging has been aligned with the one in the email communication. The campaign brought us a significant number of conversions, at a cost of under £7 per conversion, a great achievement for a first time social campaign run through Eloqua by us.
  11. Bounceback data were used on Facebook to create Lookalike audiences and bring new contacts to our show floor and also grow our database.

 

How has this campaign impacted our business?

By having an automated flow that responded to our customers’ needs and gave them accurate deadlines and vital information, the campaign helped us to hit our targets and increased the overall engagement. Also, is saved us time and gave us the opportunity to focus on other channels, and minimize the manual work and reduce the potential mistakes.

 

What we achieved?

  • - Open rate increase by 189%
  • - Click-through rate increase by 713%
  • - Click to open rate increase by 176%
  • - Conversion rates increase by 31%

On the back of the great results I’ve obtained by running the behavioural campaign, the business understood the need and are now changing the way we engage and communicate with our customer. The results reinforced the message “customer first”.

 

Marketing cloud courses that have supported this campaign:

Background: I am marketing automation director from a marketing agency; working for a client (a global networking technology company) and completing the B2B luminary course to explore features available in Eloqua to help our client promote their products and services and automate marketing communications.

 

Objective: Reach out to top 100 accounts immediately to close deals by the end of quarter.

 

Goal: Personalize content and provide deals to set of audiences shared by the Sales team.

 

The Challenge: Sales team wanted to send personalized emails to top 100 accounts. Each account manager had engage account. However, this is a tedious job if each Sales Account Manager has to send personalized emails to contacts from 100 different accounts. It could easily take several days to complete this activity.

 

Solution & Implementation:

Signature Rules: Using Signature rules, emails can be sent on behalf of many different people at once in a batch email deployment. The senders are dynamically defined based on the recipients of the message. Rules link a specific sender to a contact based on the field values in that contact's record or custom object. Click here to know more.

 

Signature layouts: Signatures layouts are templates for automatically inserting Oracle Eloqua sender information into emails. You can create a standard signature layout that defines how signatures should look and what information they should contain. This allows you to maintain consistency in corporate branding, and it makes it easier to generate signatures for a large number of employees. A single signature layout can be created which then dynamically pulls in the details of the sender. Click here to know more.

 

  • Signature Rules
    • There are four key fields which can be utilized:
      • Sender Display
      • Sender Display Address
      • Reply-to Display Name
      • Reply-to-Address

 

  • Signature Layouts

Step 1: Creating Signature Rules: Setting-up a Signature Rule:

  1. Path: Eloqua > Assets > Email Setup > Signature Rules
  2. Click New  in the top right corner
  3. Add the name and use standard naming convention

create signature rules.png

 

Follow the steps mentioned below:

 

1.      Select a Default Sender

a.      Eloqua will send email using Default sender details only if any of the target contact is not mapped to account manager/sales person details or Email Sender value is blank

2.      Pick from a set Key Field that defines Email Sender:

a.      Contact Field (choose this)

                                                              i.      Select ‘Email Address’

b.      Custom Object Field

c.       Event Registration Field

3.      Select Personalize Email Headers

a.      Sender Display

b.      Sender Display Address (“From”)

c.       Reply-To Display Name

d.      Reply-To Address

 

 

4.      In the top right corner if you click the it will add a row for manually adding contacts (email address) and Account Managers (First and Last name).

 

5.      In the top right corner click the chevron (>>) “Actions” and select the Upload Mapping

a.                                                   In Excel create two field headers and name the first on Field Value and the other Email Sender

b.      Add the customer email addresses to the first column

c.       Add the Account Managers email address to the second column

d.      Back in Eloqua upload list through the step-by-step wizard

                                                              i.      Pick Data Source - add Excel list you created

                                                             ii.      Review – make sure data is correct (customers first and Account Managers second) and also you’re only using email addresses

                                                           iii.      Map Field - be sure that Source Field and Target Field match

                                                           iv.      Finished

 

 

Explanation: Adding contacts to a Signature Rule: You can add contacts manually by clicking on the plus ‘+’ icon or upload them file using ‘Upload Mappings’ option under action menu in Signature Layout.

 

upload mappings.png

 

 

Upload Mappings ( bulk upload signature mappings:): Create an excel sheet and place target contact details under ‘FieldValue’ column and map them to account manager details by updating account manager email addresses under ‘Email Sender’ column. Once, your file is ready, go to Signature Rule File > Assets > Upload Mappings and upload the file. Please make sure to map the fields correctly.

 

excel mapping.png

 

Now, you are ready with the signature rule file.

 

Step 2: Signature Layout: Adding Signature Layout to an Email

 

Choose from an existing layout or create a new one

  1. Create an email
  2. To add a signature click on the Signature icon
  3. Search for the signature layout name and drag-and-drop the name to where you want it in the creative/code view.

 

signature-layout-in-email.png

 

Create a new signature Layout:

 

  1. Create a new layout click New button in the top right corner
  2. Name your layout
    1. Please follow standard Naming convention
  3. On the right-hand side you can select: 
    1. Images (you can add logo of your company)
    2. Contact Fields (Select fields First Name Last Name, Job Title, Company, Business Phone and Add company website url on the layout)
    3. Create links
  4. Save, and you’ll be able to access your layout in the Email section

 

signature-layout-fields.png

 

Step 3: Signature Rule/Layout Testing

  1. Test Send:
    1. In the Email, section click on the chevron (>>) and select Test Content
    2. (2) Select a User from whom to send
    3. (3) Select a testing Email Address

email test.png

 

Step 4: Email Canvas Setup

  1. On your canvas add an Email Step
  2. Open up the Email Step and add the email name and select Signature in the bottom Nav
  3. Check the box for Using a Signature
  4. Click Send using a dynamic signature rule
    1. Choose the signature rule you created
  5. Finished

canvas-email-setting.png

 

Final Email output:

Note: the sender name and the name is signature is different than what was showed in example above. I had to use the real contact in eloqua to perform the test and show the results. Thanks

Final email.png

There you go! And this helped us send personalized emails in just few hours.

SarahTwoNames

Program builder be gone!

Posted by SarahTwoNames Nov 27, 2019

I am a gal who likes to keep her Eloqua instance clean, tidy and efficient. The old lead allocation program builder I inherited was none of those things.

 

For the uninitiated, lead allocation is a workflow that assigns MQLs from Eloqua to an active salesperson in a CRM based upon criteria. In this case, leads were segmented based upon company size (above or below 250 FTEs) and then by industry sector groupings (known was verticals). Within the verticals leads were then assigned to salespeople based upon the first letter or number of their company name.

 

A single change in the sales team meant that in Eloqua I had to naturally change the program builder by:

  • updating 36 match rules (A-Z, 0-9)
  • then waiting over an hour for test data to trudge its way through many, many program steps (priority mode ain’t exactly zippy) only to land in Salesforce (SFDC) and reveal that I had made a mistake and had to rinse and repeat the whole process.

 

Tedious and time-consuming. The above are just problems that surfaced when making changes:

  • sudden departures from the Sales team and the consequent user deactivation in SFDC resulted in Create Lead external call errors generated by the program builder stacking up in Eloqua;
  • misallocated lead mysteries were fiendish to unravel as I had a) no record of what the data looked like at the time of passing through allocation and b) no record of the path a lead took through allocation;
  • the alphabet-based Sales territories resulted in unfair lead allocation, leaving one salesperson drowning in potential commission and another parched;
  • the labyrinthine nature of the program builder meant that Sales management had not a clue on how it worked or how they could make it work for their overall strategy.

 

What I needed was a lead allocation program that was robust, easy to maintain, auditable, quick to amend, didn’t require a degree in rocket science to understand and handed out leads fairly.

 

Enter the Eloqua Luminary Technology course and the wonder of program canvas. It automated repetitive tasks! It processed contacts, fast! It took decisions based on the contact record and performed actions! It looked like campaign canvas so I knew what I was doing!

 

Technology also put me wise to the fact that I could use an auto synch to populate a picklist with inactive Salesforce users.

 

And imagine my delight when the Targeting course revealed the Contact Washing Machine app and its almost magical math function. I now had a random number generator that could replace lead assignment based on company name. Much fairer (you wouldn’t believe the number of companies that start with ‘T’).

 

Finally, a shout out to the Engagement course for introducing me to the App Cloud, without which I wouldn’t have the Form Submit app.

 

More on the above later.

 

To give you an idea of the unfair state of the lead allocation program builder, here’s the lead allocation by salesperson in 2018:

2018 data.png

Prior to commencing the rebuild I showed the above to Sales, as well a breakdown of how long basic maintenance was taking, and the reaction was, well:.

 

This was perfect ammunition for making the case for an allocation rebuild. Sales were rather wedded to alphabet-based allocation (they had been doing it for years), thinking that it was the only way to do things. Revealing that I had a fairer method of allocation up my sleeve was definitely a light bulb moment for them.

 

“What’s in a rebuild?!” I hear you cry. Naturally, the first step was to validate the current program builder with Sales. What was working, what wasn’t and what was required to make the allocation program fit for Sales’ goals in 2019 (not 2016, when the program builder was created)? I steered Sales away from making suggestions on exactly how the new program should work (avoiding a repeat of 2016) and encouraged them to focus on what allocation needed to achieve. With Luminary learnings under my belt, I was much better placed to tackle the ‘how’.

 

With a clear vision of the end result I could set about incrementally designing a shiny new allocation program. The beauty of program canvas is that the drag and drop interface means that you can easily place elements on to the workspace and play around with the best order to connect them up in. You can also save your draft and come back to it later with even better ideas.

 

To ensure the new program was both easy to use and understand, I created a modular build. Breaking the allocation program up in to its constituent parts avoided creating one enormous and crowded canvas which required a map to navigate. The new canvases were:

  • Canvas 1
    • Removes bad data, cleanses data, allocates specific lead segments to specific salespeople and sends leads on to either canvas 2 or 3
  • Canvas 2
    • lead allocation for the sub-250 FTEs Sales team
  • Canvas 3
    • lead allocation for the 250+ FTEs Sales team

 

The key to creating a fair allocation program was crafting those all-important contact washing machines (CWMs). Using the math function, you can turn them into random number generators and the number generated decides which salesperson is allocated the lead e.g. if a lead could potentially go to three salespeople, the CWM randomly assigns a number between one and three to the lead, and so each salesperson receives an even slice of the pie (person A gets number one and so on). Even better, if a salesperson needed 50% of leads in a territory and the remaining 50% needed to be shared between the rest of the Sales team, the CWM can easily be set up to accommodate this.

even random number.png

non even distribution.png

 

But what if those CWMs sent leads to someone who wasn’t in the business anymore? My regularly updated (thank you auto synch!) picklist of inactive users had my back. One final check on all leads before they were sent to Salesforce – if they were assigned to an inactive user an update rule would reassign them to a central queue.

 

Finally, I used the Form Submit app to make the program auditable. Each exit from the canvas or transition was preceded by a form submit that added the lead, their all-important data at the time of passing through and the name of the exit/transition point to a custom object. Now, each lead creates a paper trail as it flows through allocation.

form sub 1.png

form sub 3.png

form sub 5.png

form sub 6.png

form sub 7.png

Now, it was time for the big reveal, and much to Sales’ delight they understood (possibly for the first time) what lead allocation was doing.

 

We went from this (note the many, many collapsed branches):

prog builder.png

To this:

prog canvas.png

 

And imagine their surprise when during the presentation I carried out some on the fly editing when they needed to swap a couple of salespeople around. Gone were the days of snail pace amendments and the lead allocation program not reflecting the Sales team structure.

 

Even more gratifying is the fact that lead distribution is now much more even:

better distribution.png

2 years ago, Alcatel-Lucent Enterprise defined a new strategy call Vision 2020 aiming to position the company as an impactful B2B IT player in Industries such as Education, Transportation, Healthcare, Hospitality, and Local Government. The marketing team was reorganized around  Vertical program including the design of contents and the definition of Demand Gen Programs. Meanwhile the sales organization had a strong target to address new logos.

While many marketers believe that Inbound and Outbound are two different approaches we believed that it made for the sense to work into a single and consistent stream integrating Contents Syndication, retargeting and Outbound integration.

The marketing stack we are using is ELOQUA for marketing automation, Sitecore as CMS, Salesforce as CRM, Sales Navigator as sale support synced with ELOQUA and Salesforce and LinkedIn insights and Facebook pixel for targeting and Leadforensic when and where regulation authorized to use it.

 

The phase I of the operation was to build the list of accounts to build our ABM Strategy we wanted to target with Sales Leaders. Then we mapped the contents we built with the account list and worked with an agency to start the Cost Per Lead program based on Intent data mechanism and account mapping to make sure that our prospects will be in contact with our contents.

 

The phase II was to integrate the leads from the publisher and to integrate them into a specific nurturing stream. One of the major benefits of Oracle Eloqua is that rather than requiring an ABM module or add-on to the core solution, the capabilities to work with an ABM strategy are built natively within the tool.

 

 

 

The leads were integrated into ELOQUA by using Converter application and then we used the external activity ELOQUA module providing records of outbound and inbound activity data that are not natively tracked by the platform. Oracle Eloqua will automatically track certain activity that it manages, including email sends, email opens, email click-throughs, form submissions website visits. External Activities show up in Profiler.

abm1.png

 

Then we build the workflow to discriminate the leads depending on their languages (English, German and French), the topic of the contents they consumed and the stage of the buying cycle to enter them into existing Outbound campaigns linked to Mobility, IoT and Cloud for vertical. They were redirected to 8 Outbound campaign.

To elaborate this campaign we used the Oracle ELOQUA B2B Modules and the Oracle ELOQUA AppClouds.

ABM2.png

 

 

What we learned during this campaign is really how to build a bridge between CPL and Outbound initiative leveraging multiple skillsets.

As per the results we had 2000 leads on CPL and we converted 30% in opportunity. The click rate and open rate doubled compared to industry benchmark as we used a specific targeted approach.

 

ABM3.png

One of the clients I work for has been using Shared Lists as an exclusion method for their campaigns for a while now.

They add contacts to a list as a ring-fence and remove them after a period of 1,3,6 months.

 

They wanted to automate the process of adding and removing of contacts to Shared Lists.

They also wanted to track which contacts were added to which lists for reporting purposes.

 

After reviewing their request, I came up with an automated solution which has been documented below.

 

The solution addresses the following requirements:

  1. Allow contacts to be added to an exclusion pot
  2. Timestamp exclusions to allow length of exclusion to be defined within segmentation
  3. A historical view of which contacts were in the exclusion pot.

 

The solution utilises the following Eloqua Assets:

  1. Campaign Canvas
  2. Form Submit (Cloud App)
  3. Segments
  4. Shared Filters
  5. Forms
  6. Custom Data Objects (CDO)

 

 

SOLUTION SUMMARY

 

Using the above mentioned assets, a campaign was be created on the campaign canvas.

Based on the criteria for exclusion, contacts were added to a "Form Submit" step which stored contacts into a CDO.

 

New Shared Filters were created to query the CDO and identify customers who had been excluded.

The Shared Filter could then be added to a segment as an exclusion to remove contacts for a period of 1, 3 or 6 months as desired.

 

STEP 1 - Eloqua Form

 

Created a basic form to capture the email address and a ringfence reason field. This allowed marketers to specify a description of why someone is being excluded.

E.g: They might want to flag anyone who has entered a nurture campaign in the last three months and exclude them from offer emails.

 

Within the processing steps, a CDO was linked to store the information that will be captured on the form.

The CDO has three fields; email address, ringfence reason and a date field to capture when the record is stored.

 

The important element in the configuration is to ensure the email address is NOT used as the key field.

This will allow the contact to exist within the exclusion CDO for multiple ringfence reasons.

Example:

A date stamp is applied to the date field to store when records are captured.

 

 

 

 

STEP 2 - Storing Excluded Contacts into Custom Object

 

On the campaign canvas, a Form Submit step is added to allow contacts to be pushed from the campaign, via a form and into a CDO.

 

The configuration can be done as a one off setup and will sit within your campaign.

As seem below, the ringfence reason is being defined as a static variable.

 

Depending the business requirements, the "ringfence reason" could be written to a contact field at the point of exclusion using a Contact Washing Machine and later nullified using an update rule.

 

When the campaign canvas is activated, the excluded contacts are pushed into the CDO with their email address, ringfence reason and a date stamp of when that record was captured.

 

 

STEP 3 - Applying Exclusions to Segmentation

 

After records have been placed within the CDO, exclusion filters can then be created for the different periods needed

 

Based on your requirements, this could be done in two ways

  1. Exclude anyone in the CDO with a date stamp in the last 6 months
  2. Exclude anyone in the CDO with a date stamp in the last 6 months and also has a ringfence reason of "Luminary"

 

NB:The powerful thing about creating segmentation this way is; after the 6 month period, the exclusion

will evaluate to false so anyone who was previously excluded will fall back into your target segment.

 

You can create multiple filters for different activities

 

  • Welcome Ringfence - 1 Month
  • Welcome Ringfence - 3 Month

 

You can also enhance your segmentation by combining multiple ringfence reasons

E.g: Exclude anyone who has had a welcome email and has also had a newsletter in the last 2 months.

This segmentation can be applied using AND and OR operators to really extended your campaign targeting.

 

The exclusion can now be added to any segment and will allow you to identify how many customers are being excluded based on your criteria.

 

Conclusion

 

The ask for automating the ringfence was initially geared towards ad-hoc marketing activities like up-selling, cross selling and offer based campaigns.

Since going live a few months ago, there has been a demand to roll this out across all trigger based campaign activities like welcome, nurture, retention etc.

 

The data held within is the CDO is not only being used for exclusion but marketeers are coming up with new campaign activities and using the data for customer targeting.

A recent activity was an offer campaign targeting ex-customers(contact level information) who were sent  a retention communication(cdo information) before they expired but have still not renewed their subscription.

 

Having the data all in one place makes it easier to segment instead of looking for the campaign and email names used for the retention communication.

This way, you could have 4 different retention campaigns and your target segment could only refer to "Retention" in the CDO

 

 

Final Note

 

Oracle recommends a CDO limit of 5 million records so to ensure the data is managed, I recommend using a program canvas to automatically delete records older than a certain point.

The CDO data can also been backed up into your data warehouse for future insight and reporting.

Please ensure you are abiding by any data retention policies your business is bound by.

 

Hope you find this useful.

 

 

References

Oracle Eloqua: Fundamentals of Segmentation

Oracle Eloqua: Fundamentals of the Campaign Canvas

Oracle Eloqua: Fundamentals of Forms and Landing Pages

Oracle Eloqua: Program Canvas

Expert Applied Learning Series

The marketing challenge:

 

I have been working on the company Customer Thought Leadership Event that had a lot of visibility due to company leadership team attending it in Oxford, UK this year. The event target set for the customer event was 50 MQLs and prospect attendees from the Key Target Accounts. I knew that hitting this number or higher would considered to be success.  At the end of the campaign, we have achieved 80 MQLs and 8 marketing influenced opportunities.

 

The campaign steps and things we have done differently:

 

Advanced Segmentation: Focusing on the key Targeted Accounts and levering the Account Attributes segmentation available in Eloqua. We knew that the event content will be relevant to technical and business audience, so we have used the job function, job title and job level fields to invite these relevant audiences and our key personas for the UK and Ireland since the event took place in Oxford, UK. In addition to this, we have used event and behavioral specific segmentation to invite the folks who have attended the event within the last 3 years to increase the likelihood of hitting the event attendance goals and generating MQLs.

 

Campaign Tactics:

 

We have set the 5 email touch campaign that included the key touches such as save-the-date, email invites and Thank you and Missed you email.  Our campaign included the marketing segment that was pushed through SFDC via the Sales Campaign Association app to the campaign in SFDC for the sales guys to add and remove campaign members. This way the sales reps have added the valuable contacts as well.  After each email invite, we have used Eloqua External activity loops to register the external activities ( registration touches in SFDC) and the evaluation steps in Eloqua to check if people have registered to the event or not to make sure we only email to the people who have not registered to the event before. We followed email best practices to improve the email engagement rates and form submissions – such as CTA above the fold, short and concise emails that looks good on the mobile, personalization with the field merge in the email copy and subject line. We have set up a beautiful multi-tab landing page in Eloqua where we promoted our compelling event content. The campaign canvas example. Please note that the campaign sensitive data has been hidden:

 

Eloqua+Campaign.jpg

 

The Eloqua courses that have helped me to improve my knowledge in Eloqua and have contributed to the campaign success are as follows:

Eloqua Luminary Profile & Target, Engage & Enrich courses.

 

All the stakeholders involved have been very pleased with the campaign results and event success.

CHALLENGE:

Being a higher education institution, our challenge was to streamline the orientation process for online students. As the orientation process is run by the call center for online students, connection rates and orientation have been a challenge historically. Our role was to create an automated process that reduces time spent on orientation while increasing the number of people that attend orientation.

 

Note: at the time this campaign and process were set up, the zoom integration was not live. We are currently exploring this as an option to further optimize the campaign.

 

GOALS:

  • Utilize Eloqua to send out orientation registration links
  • Automate the orientation process (thank you emails, reminder emails, etc.)
  • Retain orientation information that the call center can use to communicate to students and help them keep track of where each student is in the process in order to make data-driven decisions on their outreach campaigns.
  • Increase orientation attendance and connection
  • Going from a one-to-one orientation connection to a session-based orientation multiple times a week.

 

CAMPAIGN IMPLEMENTATION:

In meeting with the teams that run our online orientation process, I gathered their requirements in running the orientation and began to create a plan. Once this was complete, we decided that it was best in our situation to create two campaigns, 4 reports that we automated with agents, and two update programs to keep the reports accurate in case of anomalies. Some of these steps were added after the initial launch. As we began to run the process, we noticed gaps in our process and adjusted our strategy.

  1. The first campaign.

The first campaign we created was simple. Create a space where we can send an introductory email to each student based on their assigned assistant (call center rep). Despite having multiple similar emails, we did not use dynamic content in this situation. Each student receives an email from their assigned call center rep.

 

     2. The second campaign.

This campaign proved to be the biggest challenge. Its purpose is to send a reminder email, use decision steps to filter out records and place them into the 4 different reports, send notifications for upcoming orientations, and thank you emails. In hindsight, some of these may be split into different campaigns with their own specified purpose. Through trial and error, we ended up with many adjustments to this campaign that make it seem visually complicated.

 

Online_Orientation_Schedule.jpg

 

     3. Reports

From the requirements gathering, it was determined that we need 4 primary reports to run this effectively. An “unresponsive” report, an “attended” report, a “no-show” report, and a “registered” report.

  • Unresponsive: Those who have not clicked or opened any of the content. The list will be used for further call campaigns in attempts to reach students.
  • Attended: Keeps track of all who attended.
  • No-Show: Those who attended but did not attend an online orientation for various reasons. Members will be called/emailed by a call rep. to attempt to reschedule their orientation.
  • Registered: The registration list sends daily and contains records that have an orientation scheduled within 1 week of the current date. This will give everyone a status on what and who to expect in each orientation. This report contains the time and date of each student's registration.
  • Lastly, we created a monthly report that these four primary reports feed into.

 

     4. Programs

After some trial and error, we noticed that some people that have waited too long to register were placed on the “unresponsive” report prior to their registration. This meant that people can potentially miss important notification emails as well as that our reporting would be inaccurate. To remedy this, we created two programs: an “unresponsive shared list removal” and a “no show shared list removal” program.

  • Unresponsive Program: Based on the unresponsive list that is created by the second campaign, this program checks the list through decision steps to identify if there are people that have been placed on the unresponsive list that have a status of “attended” in the Custom Object that contains the registration information. If the criteria is met, the record is removed from the unresponsive list and placed on the “attended” list.
  • No Show Program: Based on the no show list, this program checks for people who have been labeled as “registered” in the Custom Object that contains the registration information that has a future orientation date. (i.e. a no show is considered someone who is registered yet has a past orientation date, indicating that they missed their scheduled orientation). If the criteria is met, the records are removed from the no show list and placed on the appropriate list.

Through this, we can ensure that our call center reps have up-to-date information and the monthly report is accurate.

Screenshot_3.jpg

 

IMPACT ON BUSINESS:

Through the creation of this campaign and process, through many updates and lessons learned, we have been able to run the orientation process for our online students more efficiently and effectively than we have previously. One of the biggest effects of this is the vast amount of time that we saved the call center reps by creating an automated batch orientation process rather than a one-to-one call. Not only did we reduce the amount of time spent on orientation, but also the number of people required to run the orientation. In addition to this, we can now more accurately report on the performance of our online orientation.

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 forefront of the newest strategy.

 

The Challenge

By looking for new strategies to test my campaign effectiveness, I stumbled upon A/B testing in topliners from people similar to me; looking for answers to simple questions, like these:

  1. What is the best time to send out a post event email?
  2. What time of day do people consume your newsletter most?
  3. If  the majority of time your customers open your emails 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 techniques for our email campaigns. One set of emails we send out 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 they forgot 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 vs. the pre-show list making the delay in our email send pointless.

 

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 increases our chance 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. Such as:

 

  • Testing the length of post show email copy
  • Testing a text hyperlink vs a CTA button
  • Testing a logo vs imagery

 

Key Take-Away

Marketing your company is customizable to your needs. Just remember the strategy for your company may not be the same strategy for another. 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

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

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