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Using a CDO to drive merge fields and dynamic content.
Sometimes it’s necessary for regions to use external web pages to capture form data. Especially when you have multiple CRM’s and Marketing Automation Systems. I primarily work in Eloqua, and that is our Global Marketing Automation Tool at Sage, so we wanted to gather all form data in that system.
My recent project required that we send confirmation emails with event details to registrants, using Eloqua. We also wanted the leads uploaded into the standard CRM. These registrations were captured on a landing page and form that were not linked to Eloqua.
We chose to use hidden fields from that external form (using the HTTP post method) to populate field merge data into the confirmation emails.
This, provides a quick, easy and simple solution for email deployment while they move to our Global Eloqua instance. In the example below, you’ll find a way to do this and save time during your transition.
I wanted to import registrants into the CRM, update their lead score and finally send an registration confirmation email. Stakeholders did not have a fully defined process and the tools in place were not available to integrate directly with Eloqua.
I suggested hidden form fields be placed on the External Landing Page along with the usual fields. These hidden fields would contain values like:
- campaignID=" + "Campaign ID Value"
- product=" + "Non Product Line Specific"
Then the HTTP Post method is used to submit event details for each form submission. This is done via some custom Jquery code placed on the page.
The Jquery script used looks like this:
I captured the CRM campaign ID on the form in Eloqua. I then used Eloqua Form processing steps to update a Custom Data Object (CDO) with the event details.
A processing step deploys an email to the submitter with field merges, using data from the CDO.
The Field Merges
For each data point about the event necessary in the email a field merge was created from CDO (event name, event description, date, calendar file URL, etc.). This field merge used the last created information, so the contact will receive their registration confirmation email with the most up to date information from their latest form submission.
A generic email with simple copy and field merges was used for all of these registration confirmation emails. I only had to build one, and now it’s used for all registration confirmations. It looks like this:
The Form in Eloqua
I set up a standard form in Eloqua to capture the data from the Landing page. I made sure that my HTML values for each form field matched those that were on the page. Then, I tested to make sure all of the information I required was being passed correctly.
Modifying the Landing Page
I didn’t have access to modify the landing page myself, so I had to work with a developer. The page needed the webhook, HTML field names and hidden values to process upon submission.
When the form is submitted for a specific webinar, the Jquery code above matches the campaignID based on a URL query string, to capture and pre-populate the hidden fields with webinar information. In the form submission, the hidden fields are passed with the form submission to Eloqua via the webhook and email is deployed in the Eloqua form processing steps.
Note: The data in the URL query string must match the value in the ID listed in the JQuery code within the landing page., IF the wrong identifier set in the hyperlink, event data won’t appear in the page and no registrations will occur. Therefore, it’s important to place any data in your jquery script on the Landing page prior to deployment.
For this project, the most helpful Eloqua courses for understanding the related functionalities to implement this solution were B2B: Convert with Custom Objects and B2B: Engage & Enrich. It was also important to have Eloqua Help Center to research Creating custom objects and Creating field merges with custom objects.
With a few assets created we could keep using existing tools with no changes applied in any of the interfaces, all leads running in the new infrastructure and a personalized and tracked email sent to subscriber for each event subscription. This was required by the stakeholder.