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The Challenge


After implementing Salesforce and integrating it with Eloqua, the big question for us quickly became how to integrate the hundreds of forms we were hosting on our homegrown system and the 20 + forms hosted on our CMS with Eloqua. We also needed to decrease the number of fields on forms so that we could increase form conversion.  We realized that we needed to develop a data capture strategy - a way to standardize the data so that regardless of who was creating the form and where they were creating it (homegrown system, CMS, or Eloqua), we have consistency in how forms are built, data is collected and processed. We also needed to improve user experience to drive higher conversion rates across our forms – at the time we were requiring users to submit 8-10 pieces of information on all forms. In the end, we wanted to make sure we’re converting higher number of leads for sales, we're able to score all form activity accurately in Eloqua and push ALL contact activities in SFDC for closed-loop reporting on marketing effectiveness and visibility to Sales.

 

The Goals


Our goal was to integrate all forms and standardize form build procedures to improve consistency, efficiency, and quality of data in a scalable way. We also wanted to make sure that we get leads faster to Sales, improve user experience and increase form conversion rates.


The Solution


Form integration + DemandBase implementation

 

We decided on a hybrid solution:

  • We had our web team create a master CMS form template that would use a javascript repost package to submit the form data to Eloqua for all web (CMS) resources.
  • We also modified the homegrown system form pages with a form repost javascript that will submit the form data to Eloqua for all of the forms hosted there.
  • We standardized how we were uploading our external activities in Eloqua.
  • And lastly, we implemented Smart Forms from DemandBase to pre-populate fields on forms across platforms (CMS, homegrown system, and Eloqua), and help us decrease the number of fields we were asking on forms.

 

We first defined the fields that supported operation, segmentation, and qualification across all forms and created a consistent, standard data set for the repost of data into Eloqua. We also added hidden fields to the repost to show all form information including lead source, SFDC campaign ID and other critical tracking information. Next, we audited all of our existing forms and modified them accordingly to support the new, defined data set.  Then, we created a new form integration to allow for the current forms to be posted to Eloqua. Once we had developed the JS Repost Package, we applied it to all of our existing form layouts (homegrown system and CMS). We created a master form in Eloqua to collect the data repost using tags to identify the different resources.

 

Here’s a summary of the processing steps we used on the Master Eloqua form:


  • Update Contact form form fields
  • Add to CRM Update Program
  • Global Unsubscribe (Conditional - If receive_email = N, globally unsubscribe contact in Eloqua)
  • Hot Lead Email Notification (Conditional - If Contact Me Now = True, send Email Notification to Sales)
  • Run Integration Rule (Create Lead/Update Lead) (Conditional - If Contact Me Now = True, immediately create or update the lead in SFDC rather than the contact flowing through the CRM Update Program)

 

Once we had a handle on our form integration, we went ahead and implemented Demandbase real-Time Identification (Smart forms) across all forms (Eloqua, homegrown system, and CMS) to shorten them while not sacrificing on the data that we required for our sales team. Integration and implementation of DemandBase was fairly easy – we leaned heavily on our web team and the DemandBase customer support team.

 

The Impact

 

  • By standardizing data capture and integrating all of our forms with Eloqua, we were able to see quick improvements in how accurately we were measuring lead volumes and marketing activities as well as the time it took us to get prospect/customer activities to Sales for a timely follow-up.
  • By standardizing our data collection and implementing a form template across all platforms resulted in faster form build while helping us eliminate errors as well as improvement in data capture consistency - significantly improved our team productivity.
  • By implementing Demandbase, we increased conversion rates by close to 17%, driving more leads to Sales and giving Sales more insight into the prospects they were following up with by providing them with firmographic data.
  • We were also able to shorten our forms by close to half and score all form activity more accurately - improving the quality of lead scoring going forward.
  • By integrating all of our forms through Eloqua, we were finally able to track additional tags such as source queries through to SFDC and enrich our lead data, allowing us for advanced segmentation and insight into a lead’s journey.


Eloqua University Classes:


  • B2B: Advanced Editing & Form Processing
  • B2B: Progressive Profiling
  • B2B: Effective Marketing with Custom Objects
  • B2B: Advanced Segmentation
  • B2B: Data Cleansing
  • Lead Quality

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