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When I think of Eloqua, I think of marketing automation. More specifically, I think of the ability to automate complex e-mail nurturing campaigns.  For my thought leadership post as part of the Luminary pathway, I want to share my experience using Eloqua for something that the average person doesn’t associate with Eloqua – landing pages.

 

At Pearson VUE, I help our IT clients market and sell their certification products.  I was recently challenged to help a client increase the number of certifications coming from high school and college students. 

We designed a campaign to influence students by communicating our message through parents of high school students and guidance counselors. Our goal was to raise awareness of the ability to receive college credit for completing specific IT certifications.  We would evaluate the success of the campaign based on several factors, including the number of academic exams delivered, number of visitors to the student landing page, and the engagement level of visitors to the web site. 


We selected a media partner to promote the global campaign online and utilized a programmatic advertising platform to perform advanced targeting through machine learning.  To enable the advertising tracking and remarketing, we needed to integrate several technologies into our landing pages.

Working with our internal development team, Eloqua was not the immediate solution brought to the table.  There were other landing page tools our team had more experience with. However, the 80+ hours of Eloqua training I consumed during the last year led me to recommend Eloqua.

 

Eloqua offered a few key advantages.  First of all, the ability to create landing pages on-the-fly was available with Eloqua at no additional charge.   The other tools we looked at charged additional fees based on landing page traffic.  Eloqua also offered the only all-in-one solution.  Not only could we use Eloqua for two critical landing pages, but we could also use Eloqua to automate and route the form responses we received from our campaign.  We were also able to leverage Eloqua’s reporting and analytics capabilities.

 

Eloqua allowed us to focus on the design and content of the landing pages as we didn’t have to write a bunch of custom code.  For example, one of the landing pages we created included a form for guidance counselors to request a packet of materials for their classroom.  We used the standard features of Eloqua forms to make all of the form fields required, saving us from having to write or implement Javascript code.  Once the form was submitted, one e-mail was sent to our internal team to notify us of a new submission and another was sent to the requester of the information.  A personalized e-mail was automatically sent informing them that they would be receiving a package in the mail shortly.  We also displayed a thank-you page after they submitted the form.  The thank-you page would redirect to a new page with additional certification resources after one minute.  The redirect was simple to setup in Eloqua.

To track the effectiveness of our marketing efforts and allow us to remarket to landing page visitors, we implemented cookies, pixel tracking, analytics code and onclick event handlers.  Although this didn’t directly require anything specific from Eloqua, it was great to know that Eloqua’s hosting capabilities were able to accommodate custom HTML code.

 

It’s hard to specify the specific Eloqua courses that provided me with the knowledge to strategize this type of campaign in Eloqua.  It was really the combination of the 25+ classes I attended during the last year that provided the background I needed.  If I was to name a few key courses, I’d have to mention Fundamentals of Forms and Landing Pages, Advanced Editing and Form Processing and Fundamentals of Emails. 

I was reminded of the importance of backing up your files during this campaign.  At one point, we needed to utilize the Recovery Checkpoint capability of Eloqua. If you’re not familiar with this feature, Eloqua saves local copies on your computer that are called Recovery Checkpoints.  Any changes to a landing page, including title, images, text boxes, formatting, etc. qualifies for a new checkpoint to be created.  You can restore to a checkpoint by clicking on the action menu (gear icon) in your landing page and then selecting Recovery Checkpoints. Eloqua will save the last twelve checkpoints.  However, you need to be aware of some caveats.  This feature is dependent on the use of the Firefox browser and only works on the same computer.  Keep in mind that Eloqua automatically recreates a recovery checkpoint every 10 minutes.  That means that if you’re working on a file for over 2 hours, you will only have the last two hours’ worth of checkpoints to which you can return (ie. 12 maximum check points x a back every 10 minutes = 120 minutes of backup).

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This campaign has benefited our business by providing our teams with greater insight into what Eloqua has to offer.  Eloqua helped consolidate the number of different tools and technologies needed to implement our marketing campaign.  Although it is too early to show the revenue impact this campaign is driving, we are already seeing tangible results!

 

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