Problem Statement : Campaign responses is the most important activity in Eloqua and sending it correctly to CRM not only helps sales to identify the source of the lead but also links contact to correct campaign. It not only makes linking Opportunities to Campaigns easy but also helps marketing in identifying and calculating ROI of their campaigns.
Every lead qualified activity should have a campaign response. So, we need to make sure all the inbound data that can be sent as lead have its campaign response generated in Eloqua which can be later sent to SFDC or any other CRM.
Inbound data in Eloqua that has ability to generate leads can either come from direct uploads or from form submissions or from external forms or from API integration.
We will briefly go through each data source and explain how we can generate campaign response for each of them;
- Direct Uploads: Direct leads uploads are mostly done by Lead and Response management. In most of the cases they use a third-party tool which can add campaign response manually and send it across to Eloqua which then can be pushed to SFDC.
- Eloqua Forms: Whenever we launch a campaign via a channel web – event, most of the responses flow through form submission data. It is important to capture that data and send it across to sales as lead (If Qualified) and make sure it has campaign response generated as well.
Adding Campaign responses to the leads coming through form submission data is simple if we are using only one form per campaign. It gets complex when we use same form for multiple campaigns.
For single form per campaign all you need to do is to add Form for reporting and Activate the campaign.
Now every form submission will have campaign membership associated to it and same will be send to SFDC
3. Eloqua forms associated to multiple campaigns.
This one is little tricky, normally this happens when you are hosting your form on your website. You want to capture responses from the web activity, say if someone does a trial download of your product and each product will be associated to different campaigns, in that case you want to make sure you can identify the correct campaign based on the interest.
If we follow the same process that we did in step 2, add that single Form to multiple campaign canvas’s, you will have multiple campaign responses generated and in your CRM you will see same lead with multiple campaign responses and it will have major impact on your reporting.
It is important to have form setup correctly on your website so that only one response is generated per submission. To do that you need to pass elqCampaignID of each campaign with form submission with which your lead should be associated.
First step will be to add this single form to each campaign canvas that are linked to this form and activate them all.
E,g Mr. XYZ lead shows interest in ABC product and you have campaign for XYZ product (ABC16Q2), you need to make sure when lead is generated for Mr. XYZ it is campaign response shows it has responded to Campaign (ABC16Q2).
Each Campaign has a unique campaign ID highlighted in Yellow. So when XYZ submits the form with Product Interest ABC, you need to pass elqCampaignID= 111111111 with form submission.
4. Integration using API calls using form as a middleware
Concept here should be same, link the form to all the campaigns on which you are expecting responses to be generated and add form in Campaign Canvas then activate the campaign canvas.
This is how you should be passing form submission data using API calls;
Posting to URL: https://sXXXXXXXXX.t.eloqua.com/e/f2
elqFormName=Global Form for Multiple Campaigns
FirstName = XYZ,
LastName = NA,
EmailAddress = email@example.com,
Company = MNP,
Title= Finance Office,
Comments=Interested in ABC Product
Conclusion: Implementing this strategy has helped us in capturing all the responses correctly, especially on data coming from Web Forms, API's. This has helped us in publishing better forecasting results
Courses Used:RPM: Lead Quality, B2B Personalized Campaigns, MM Writing a Great Blog Post, B2B: Integration Custom Object with Campaign Canvas, B2B System Integration