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Background

I'm an account manager from a design and marketing agency, working on behalf of my client (a global B2B technology company) and completing the B2B luminary course in order to understand how the features available in Eloqua can help my client promote their products and services.

 

The challenge

In order for a contact to be passed to my client's sales team as a Marketing Qualified Lead (MQL), specific information is required. Therefore, a (sales-led) form is used on their corporate site's 'contact us' page in order to capture this information.

 

When analysing my client's corporate website traffic, we identified an issue whereby 88% of their visitors were leaving the site without completing the contact form. This led us to question, why?

 

We put this down to two reasons:

  1. The visitor is not ready to buy
  2. The form is asking the visitor for too much information

 

Although there is a specific requirement for the contact to submit all the data needed to become a MQL, apart from requiring an email address, there are no specific requirements to turn them into a prospect. So, this is where we decided to focus our attention.

 

The objective

  • Promote relevant content to nurture prospects to the next stage

 

The goals

  • Introduce a softer conversion point, to capture contact's basic information
  • Use gated content to:

       a. Encourage form submissions

b. Identify unknown website visitors

c. Nurture existing contacts towards contacting sales (becoming a MQL)

 

The campaign

To ensure we were providing website visitors with relevant, personalised messages and to continue to nurture them to their next conversion point, we decided to use Eloqua's dynamic content, but to take this and put it onto our client's corporate website. We were able to do this by creating a customised dynamic 'banner', within Eloqua, and embedding it onto the bottom of the corporate website, with the help of our in-house developers.

 

Initial investigation

We looked into how we could personalise the website experience for visitors returning to the website. We initially wanted to use the industry contact field to present sector-specific messaging to known visitors, however on inspecting our client's database, a lot of the data was inconsistent and incomplete. Because of this, we decided we needed a new contact field for this specific campaign and we would need to add hidden fields in forms to populate the new field.

 

Because we couldn't rely on existing data, and to prove to the client that a softer conversion point would work, we had to keep the campaign as simple as possible.

 

Below is a list of the assets required:

  1. One dynamic 'banner', with one default message and one rule
  2. One landing page
  3. One confirmation page
  4. One form
  5. Emails
  6. Content to promote (in this instance, the company's corporate brochure)

 

Implementation

 

Step 1. Choose the content to promote - your visitor should value it highly enough to provide their contact details for this content

 

Step 2. Create your confirmation page, with a download to the promoted content

 

Step 3. Create the form

Because our messaging is generic and may appeal to both unknown and known visitors, we wanted a form that was short and only included necessary fields, so as not to put people off. We also wanted to build on the information we already knew about known contacts, so used progressive profiling. The first three fields to always show included: first name, last name and email. The progressive profiling fields included: job type, company country and mobile phone. A maximum of two empty progressive profiling fields would be displayed, meaning the form would never show more than five fields:

 

1 progressive profiling.jpg

 

 

You'll see we've also added a hidden field with a value of 'Corporate-brochure-EN' to populate a new contact field we'd created specifically for this campaign:

 

2 form process steps.png

 

In order for this to work, it's crucial that the value of this field matches the value/rule applied in your dynamic content.

 

Step 4. Create your landing page and add the form

 

Step 5. Create your dynamic content

You must always have one default message. In this instance, it was to download the promoted content, via a form submission.

 

You can then assign a list of rules, with each rule referring to a different piece of information in the contact record. We only allocated one rule. This rule looked at the new contact field we'd created, and for a value that was exactly equal to 'Corporate-brochure-EN'. This meant, if someone had already downloaded the content we were promoting, instead of showing the same message, we presented a new message: Contact us.

 

Step 6. Add the dynamic banner onto the client's website

If you don't have the permissions to 'enable public dynamic content', you'll need your admin user to give you this permission. Once this has been granted, you can use the dynamic javascript to add the dynamic content to any third party website. You'll notice each dynamic content has a unique id, so you can have multiple pieces of content on your site at one time:

Close-up.png

Note: We required our developers to implement the dynamic banner on the client's corporate website, but this blog won't go into detail about how this was achieved.

 

Results

Before the banner went live in July 2017, we created a segment with four filters. This meant we could analyse how the banner performed and report back to our client.

 

The banner has been live for three months and our four filters show the below results:

  1. Visited the landing page, but didn't complete the form = 23 contacts
    If the number was high, we would consider whether there was something on the landing page (or form) that put people off.
  2. Downloaded the brochure = 94 contacts
  3. New contacts = 74 When an Eloqua form is submitted for the first time, the 'date created' field is populated. This segment filter looked at contact fields with a 'date created' field after the date this banner went live AND had submitted this specific form.
  4. Downloaded the brochure and completed a sales form submission = 10 contacts

 

These results prove that providing relevant content, personalised messaging and a softer conversion points all help toward pushing a contact to contact sales. Our next step would be to look at the quality of the 10 sales form submissions - did they turn into SQLs? And if so, what lead score were they given?

 

Our client is aware that their database needs serious TLC and once their data is at a standard where it can be relied on to be consistent, complete and correct, we can then be more clever with our personalisation and make the website visitor's experience even better!

 

Courses that have helped

Fundamentals of segmentation

B2B Engagement - personalisation

B2B Targeting - web profiling

B2B Conversion - advanced editing and form processing

B2B Conversion - progressive profiling

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