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Leveraging Oracle Eloqua for event and lead nurture campaigns
We started using Eloqua for simple email campaigns. We then had questions from the internal marketing communication teams/segment and country owners about how they can handle their event communications and manage/nurture the contact database in a better way to create new business opportunities and reduce the manual work that the team puts in. This also flagged the question of the database available in the company Eloqua instance and the current state of contact data.
The objective was to improve the contact data quality so that target audience is identifiable in Eloqua to enable automation of event communication as well as nurture campaigns. As a company initiative data audit was taken up to identify the current state and decide on the preferred state. New initiatives were introduced for improving the database quality:
- Progressive Profiling
- Preference Center
- Double Opt-In
- 3rd Party Quality Minima
Other Initiatives introduced:
- Standardization of folder structures – naming convention for appropriate scoring
- Capturing the contact source for reporting and automation purposes
- Form tagging using hidden form fields
Now with some good contact database, advanced segmentation was possible for event and nurture campaigns based on the following criteria:
- Industries to be targeted
- Geographic regions to be targeted
- Countries? States?
- Specific job functions or titles to be targeted
We started nurturing the existing leads as well as the new contacts entering in the system.
Structure of simple nurture campaigns:
Emails and landing pages were built with thought leadership content and progressive profiling forms with the purpose of building the contact profiles and two versions of campaigns. The lead scoring models considers the completeness of profile and engagement
- One with Static segments for the contacts already in the database
- ‘Always on’ for the new contacts entering the system to trigger the welcome email first and allowing the contacts to set their preferences
- Sends Season emails to contacts in predefined order and frequency
- Emails sent at 3 weekly intervals and reminders sent to contacts who do not open 1 week after original email.
- All contacts pass through the full campaign
In our case, lead scoring model is based on the profile of the contact and engagement with activities within and outside of Eloqua which is uploaded to a campaign as external activities like attending a event or downloading material on a third party website and in the scoring model it is included as responded to campaign.
The segment reports were automated so that segment owners or country organizations gets a weekly report for their qualified leads. This is done from Contact Tools >> Data export and import and then setting up the export schedule and format.
With all the initiatives undertaken – we were able to automate our event communication processes and personalize content based on the contact profile and activity/inactivity. The lead nurture campaigns helped achieving the objective of improving contact engagement, profile and score them as qualified leads to be passed to sales. Since the process is automated – there is very minimal intervention. The new contacts entering the system get a welcome email within a few hours as part of the Always On campaigns and can get into the preference centre and set their preferences. They are then automatically added to the relevant nurture campaigns which suits their preference. The leads are assigned to CRM contact directly from Eloqua to avoid any delays in lead follow-ups. The sales teams have the history of contact activity to give them the discussion points.
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