Each year my company invites our C-level clients to a sports event, it is 3 days event and we assign the tickets with different date to the designated contact. Due to the exclusiveness, the tickets are rather precious so it needs to be distributed carefully; and due to the game date approaching, we need to make sure the invitation receiver make a decision shortly after receiving the email invitation. With the advanced function of Eloqua (mostly blind form and CDOs) we’ve largely decreased the manual working hours and shorten the response time, here's how we made it:
Challenge 1: Simply the process
This used to be a manual process where the event organizer needs to create unique URL for each contact, attach the unique URL to an email that is sent to the contact; and if anyone wants to change the date of the tickets, we would have to change the unique URL and have the contact to click on the submission again. All of this happens in someone's email inbox. Sounds like a lot of work, right? It is.
Challenge 2: email forwarding and form submission data overwritten
Due to the exclusiveness of the event, we only allow certain contacts to receive the invitation, however often then email receiver would miss the disclaimer and forward the invite to their friends or colleague, using the unique URL set for the specific contact.
We then got a lot of replicated or unwanted registration for the event, and we need to manually clean the registration data.
To avoid the heavy manual work of mapping the information, we leveraged Custom Data Objects (CDOs) and Blind Forms in Eloqua to:
- Document the distributed ticket date in CDO- for our easy access to change ticket date and for email field merge.
- Document the decision made from the contact (accepted, reject, or no action) and when the decision was made in CDO. These fields are triggered by the Blind Forms set in the email invitation. Once triggered, it will send the decision and time stamp to the CDO.
- Because the decision is made by blind form submission, we redirect the those who accept this ticket to a landing page with their information using field merge as a confirmation. And redirect those who reject to a thank you landing page. By doing this, we avoid any actual form submission but create a seamless experience for our event attendee,
- Add the account manager name and contact, allow the attendees to reach out to their designated account manager.
- Limited the invitation list to only those contacts that have been linked to the specific custom object record. To avoid any unwanted registrants.
We’ve managed to cut down 50% of the working time on manual mapping work using the automated campaign setting in Eloqua. We’ve also shortened the decision making cycle (the contacts are only given 3 days for consideration; we will redistribute the ticket if we don’t get any response). Lastly, we completely avoid unwanted registration, as there is no fillable form in the process.
Courses that have been of great help on Blind Form and Custom Object setting:
B2B: Convert with Custom Objects
B2B: Develop & Design