Do you at times realize that you are creating the exact campaign flow or building the same email layout which you built a while back?
At least that’s what I have been doing until a while back. Our team supports a lot of field marketing and demand marketing campaigns that happen throughout the year. To support ‘Closed Loop Reporting’ we need to create a separate campaign for each of the demand and field initiatives that come our way. We always knew about Eloqua templates but never realized the benefits we could get out of it. After a lot of internal discussions within the team, we introduced templates in our campaign/asset creation process keeping following objectives in mind:
- Reducing campaign/asset creation time
- Reducing chances of manual errors
- Enforce compliance and standardization
- Minimize the campaign delivery time
You’ll ask, why not just copy the existing campaign instead of this whole template conundrum created in this post? Well, I would say you are not completely incorrect but here are some of the benefits in using templates over copying an existing one:
- Organization and Ease of Identification: Given that we all have to create a variety of campaign flows and asset layouts it gets really difficult to recognize and remember the asset layout and flow just by looking at the campaign/asset name. Template lets us define the name and description so as to make it easily recognizable. Moreover, all the templates can be found at the same place as well.
- Standardization and Compliance: It’s a really good way to enforce asset branding guidelines or campaign process strategy across the organization. All the team members using the same template to create assets/campaigns brings consistency. Copying the assets/campaigns may eventually lead to modification of the original guidelines/strategy set by the company over time, as on more than few cases we have to modify elements to meet request requirements.
- Campaign Sync: While copying campaigns we tend to forget that as soon as we hit ‘copy’ or ‘save as’ we need to allow campaign 10-15 minutes to sync over to the CRM. We usually try and save/modify the campaign at the very next moment without allowing campaign time to sync after the first save. This might result in multiple campaigns getting created in Eloqua through inbound sync. Template lets you avoid that as when we choose a certain campaign template it’s not counted as a ‘save’ hit until we manually do so.
Here are some steps that we can follow to create templates:
Step 1: Identify and categorize the types of asset layouts/campaign flows/Segment filters being used
Step 2: Open a blank canvas/email/landing page/segment
Step 3: Configure campaign steps/asset standard fields/Segment filters
Step 4: Saving as template - For Campaign click on 'File' and for all other assets click on gear icon then click 'Save As Template'
Step 5: Defining template details
Step 6: Accessing the templates - Click on 'All Files' to view all the templates
Tips and tricks that might help
- Steps in campaign template can be set up with test assets so that we don’t have to configure the standard settings at the time of campaign creation and will just have to replace the assets.
- Segment templates can be configured to have standard ‘Exclude - Shared Filter’ (filtering out non-marketable contacts) to get the accurate target count.
- Sometimes after creating a campaign using a template, campaign canvas might turn up blank the next time we open it. In those cases, refreshing the web page fixes the problem almost all the time.
- To see all the templates created in the instance don’t forget to click on “All Files”.
- Campaign ‘Custom Fields’ can also be configured while creating templates.
- As a safeguard, configure the email step intentionally with a test asset ‘containing errors’ (e.g. including the wrong field merge). In case we forget to change the email to the actual asset while creating the campaign using the template, an email will not go out.
- To edit a template, a) choose the template from the ‘template chooser’ b) copy the URL from the web address bar c) Paste it in a new tab/window and remove the minus (“-”) sign d) Hit enter, make changes and save.
Time saved is time earned
Before implementing templates
Time taken to build campaigns = 4 Resources X Avg. 150 Campaigns/month X Avg. 30 minutes/Campaign = 18000 minutes/month
After implementing templates
Time taken to build campaigns = 4 Resources X Avg. 150 Campaigns/month X Avg. 10 minutes/Campaign = 6000 minutes/month
Time Saved/month for our team ~ 12000 minutes
Courses that helped
Even after having used Eloqua for some time now, Oracle marketing cloud academy courses helped me link various pieces of Eloqua together to provide a broader perspective. Following course specifically helped in implementing Eloqua templates:
B2B: Templates & Assets Management
B2B: Testing Campaigns and Assets
B2B: Advanced Segmentation