Our challenge was to design a simple, lean and robust process to globally integrate Sage's Facebook Lead Ads and LinkedIn Lead Gen Forms with Eloqua. The solution was to use Zapier, an online automation tool that captures, process and re-posts the lead gen form responses to our Eloqua forms. As we have global "generic" Eloqua forms (one form for each score: no, low, medium and high score) with standard fields that receive form posts from any type of campaign, we've found this solution easier and faster to set-up in comparison with the built-in AppCloud Facebook Lead Ads Feeder and LinkedIn Lead Gen Forms apps as, through this method, we don't need to create a campaign canvas with a custom 'Form Submit' step for each one of our lead gen ads.
What Lead Gen Ads Are and How They Work
- Lead gen ads make forms simple for people. Once they click in the ad CTA, instead of being redirected to a landing page they are presented with a seamless in-app form that’s pre-filled with accurate personal or professional information from their Facebook or LinkedIn profile. The selection of form fields can be defined by us, advertisers, and are designed for the least amount of typing possible.
- With a single click on the submission button—and without having to type anything by hand—people can instantly send us their info to your company. So, it's quicker and easier for customers to reach you – and gives you accurate, actionable info to create leads for your company and to follow up with when required.
- As soon as people submit a lead gen form, they automatically see a “thank you” message that connects them to your website or any other destination of your choice.
- At that stage, the submitted information remains stored inside the lead gen form in Facebook and LinkedIn and that's when the integration should take place to transfer the form submission data to Eloqua.
- You can also set up Eloqua to instantly send a thank you email after receiving the form submission, delivering an eBook or any other piece of content that was offered in the ad.
Getting your Social Accounts Prepared for the Integration
- Setting-up Global Connector Accounts
Regardless of the integration method that you use (Eloqua AppCloud apps or Zapier), you'll need a Facebook/LinkedIn account with the proper permissions to be able to pull the form submissions from the lead gen forms. As we're a global company with multiple company pages in Facebook (one per country) and multiple Ad Accounts, we've created a unique email address (e.g. email@example.com) to be used as a global connector account, shared between specific employees. We've then created new Facebook and LinkedIn user accounts using this email address.
Obtaining the Right Permissions
After having your global connector accounts, share their usernames, emails and profile URLs with your social team or agency and ask them to grant you with the following permissions:
Facebook: you'll need 'Admin Access' to every Facebook Page where Lead Ads have been set up. Before they are able to grant you that permission, you'll first need to like each Facebook Pages that you want to become 'Admin'.
LinkedIn: you'll need to be an 'Account Manager' or 'Campaign Manager' of all Ad Accounts that are managing Lead Gen Forms. Before they are able to grant you that permission, they will first need to connect with you on LinkedIn so make sure to monitor your Invitation requests closely.
Setting-up your Zapier Account
- Having a Zapier 'For Teams' account, that grant access to the Premium Apps, log-in, navigate to 'Connected Accounts' and 'Connect a new account', searching for 'Facebook Lead Ads' and 'LinkedIn lead Gen Forms'.
- Connect the Facebook and LinkedIn accounts that you have created using your global connector account details.
- Change the account sharing settings from 'Private' to 'Shared', so everyone in your Zapier team will be able to create lead gen form integrations.
Creating an Integration (Zap) in 10 Steps
Each Zap should be unique to each Lead Gen Form, otherwise, leads will be captured and processed twice. To avoid that, I recommend naming each Zap with the lead gen form name or your unique campaign name or ID.
- Click 'Make a Zap!', search and select the 'Facebook Leads Ads' or 'LinkedIn Lead Gen Forms' app as your starting app.
- Choose the Trigger 'New Lead' and click 'Continue'.
- Choose your global connector account and click 'Continue'.
- In the first pick-list, choose your Facebook Page or LinkedIn Ads Account.
- In the second pick-list, choose your Facebook or LinkedIn Lead Form and click 'Continue' and then 'Load in Samples'. After pulling the sample, you can open it to review all available fields from the Facebook or LinkedIn lead gen form.
- If you are working with a Facebook form that still has no lead information, you’ll see the value ‘test lead: dummy data for field_name’ on most Facebook fields after testing the Zap.
- If you are working with a LinkedIn form that still has no lead information, you’ll see the value ‘Example data’ for the ‘First Name’ and ‘Last Name’ LinkedIn fields after testing the Zap. All the other LinkedIn fields will be blank, including ‘Company’, ‘Email Address’, ‘Phone’, etc.
When you're ready, click 'Continue' to proceed to the Action step.
- Search for and choose the 'Webhooks' app.
- Choose the action 'POST' and click 'Continue'.
- Set up your template according to the table below:
|URL||https://s[Your Eloqua Site ID Numbert].t.eloqua.com/e/f2|
|Data||In this section, keep clicking over the '+' in order to add all required form fields and values that need to be posted in Eloqua. The form field HTML names must match the Eloqua form that you're posting to.|
|elqSiteID||[Your Eloqua Site ID Numbert]|
|elqFormName||[Your Eloqua HTML Form Name]|
|emailAddress||Click the 'Insert a Field +' button and select the Email Address field from the Facebook/LinkedIn app in the first step of the Zap.|
|firstName||Click the 'Insert a Field +' button and select the First Name field from the Facebook/LinkedIn app in the first step of the Zap.|
|lastName||Click the 'Insert a Field +' button and select the Last Name field from the Facebook/LinkedIn app in the first step of the Zap.|
Other fields from the Facebook or LinkedIn lead gen form can be added as required.
You may also any additional hidden fields as per your company's best practices or requirements.
The other sections 'Wrap Request in Array', 'File', etc. don't need to be touched and can be left blank or with their default values.
Here is an example where you can see that we're mixing hidden fields with pre-defined values and visible fields with dynamic values from the lead gen form submissions (highlighted in green):
- After clicking 'Continue', click 'Send Test to Webhooks by Zapier' (on 'Re-test This Step') to post the information to your Eloqua form. In that way, you'll be able to confirm if all field and values are being posted into your Eloqua form.
- If everything is fine, you may click 'Finish' and then turn your Zap on. When your Eloqua form is ready, the agency may activate the ad on Facebook/LinkedIn!
Working with Templates
I strongly recommend that you save this Zap and you Eloqua form as templates, so you can skip most of the steps above—especially by pre-defining the POST fields and values. With that, you or your team will just need to:
- Create a copy of the Zap template;
- Select the proper Facebook/LinkedIn lead gen form;
- Review the post fields;
- Test and activate!
This simple and lean process was vital to guarantee the alignment of different teams (campaign managers, social team, social agencies and marketing automation team) and improve our efficiency. We’ve increased our form fill rates and number of generated leads by 50% in comparison with regular ads that pointed to traditional landing pages, while dramatically improved our target users' experience. We can track our campaigns' cost per lead, lead form fill rate, and the number of leads we're getting from specific audience segments. Lead gen ads have taken our customer acquisition efforts on social media to the next level by driving robust volume with satisfying costs.
Many marketing cloud courses have directly influenced the design of this solution. Here are a few examples of how you can use them to learn more:
- I've learned about the Eloqua AppCloud apps, like the Facebook Lead Ads Feeder and LinkedIn Lead Gen Forms by taking the Oracle Eloqua -- B2B: Engage and Enrich course. Many Topliners' posts were also extremely helpful on how to set-up and use these apps.
- I was able to better understand how to set up the POST action in Zapier by taking the Oracle Eloqua -- B2B: Develop and Design course, that has covered how to post information to Eloqua forms via the HTTP Post method by building URLs with query strings.
- The web-based training courses Best Practices: Lead Nurturing Campaigns and Advanced Lead Nurturing were also extremely useful to design lead nurturing campaigns that continually receive the leads generated in our Facebook/LinkedIn lead gen forms.