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Eloqua is a Powerful system with great features. What do you like the best about Eloqua?


Have you integrated with Totango?

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Looking for those of you who have integrated with Totango.

How to customize MailTo for Multiple Recipients, Subject and Body in HTML codes with samples

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Not sure if this is the right forum to post this, but thanks to Eloqua Support tech (Jagmit Bhatthal), I was able to learn how to customize MailTo email recipients, subject line, and body text in HTML codes. Here is the link to the step by step guide:How to customize MailTo for Multiple Recipients, Subject and Body in HTML codes

 

How to customize MailTo for Multiple Recipients, Subject and Body in HTML codes with samples

You can use MailTo in your HTML documents to support customized automatic emails from your web site.

By using the MailTo in your href links in HTML files, you can manage multiple recipients in a semicolons seperated format. You can also set a default subject field text for the email. Also it is possible to set the Copy To or the CC field values by typing the recipients for the CC field value. This capability is also valid for the Blind Copy To or the BCC field recipients.

The MailTo syntax also enables the HTML developer to set a default BODY text for the email object that is prepared using MailTo.

You can find a list of sample MailTo HTML codes to summarize the use of MailTo syntax with samples.

For more information on http://ftp.isi.edu/in-notes/rfc2368.txt about the syntax of 'mailto' URLs. RFC2368 defines the format of Uniform Resource Locators (URL) for designating electronic mail addresses

First sample uses the below code:

<a href="mailto:developer@kodyaz.com">MailTo:developer@kodyaz.com</a>

And seen on the HTML web page as below:

MailTo:developer@kodyaz.com

When the internet user who click on the above link will have the Outlook or the Email Client program that is set as default email program opened for a new message as shown below with only the To... field value is defined with one recipient.

mailto sample

 

Second sample illustrates a simple mailing but this time to multiple recipients in a semicolons seperated format in the HTML code. Some Client Email programs may also support comma delimited email address lists for declaring multiple recipients. But Microsoft Office Outlook does not recognize the comma seperated syntax for multiple emails.

MailTo:developer1@kodyaz.com;developer2@kodyaz.com

mailto sample with multiple recipients

You might have seen that some of the emails have been declared with in a new tag "To" in the hyperlink tag A. But this method is not supported with most of the email programs. And is not a good practise to place such a html code in your web pages.

If you also want to declare the Copy To or the CC field recipients, then use the below syntax for your codes. It is just like adding a new query string parameter named "CC" to a URL

MailTo:developer1@kodyaz.com;developer2@kodyaz.com&cc=developer3@eralper.com

mailto sample with CC recipient

We can alter the above syntax in a similar way for Blind Copy To or the BCC field. This time our new query string parameter will be "BCC". The sample for the BCC can be build as follows:

MailTo:developer1@kodyaz.com;developer2@kodyaz.com&cc=developer3@eralper.com&bcc=developer4@eralper.com

mailto with bcc recipient

After dealing with the recipient declarations for our new mail message in the HTML codes, we can further customize the new mail object with defining the subject of the email as follows:

mailto:developer1@kodyaz.com&subject=Mail To Syntax with Samples

mailto-sample-with-subject-field

As you will guess BODY of the email can be customized in the HTML code by passing a new parameter named BODY in the query string of the email object with in the hyperlink href definition. Below is a  sample for a customized email with its body is defined in the html code.

mailto:developer1@kodyaz.com&subject=Mail To Syntax with Samples&body=Hi, in this article you will find samples about how to use MailTo in HTML

mailto with body field

If you want to customize the body with a little bit more for instance if you want to add new line characters in your email you can add "%0D%0A" string within your body text. You can place "%0D%0A" where you want to see the line breaks or the end of line in your message string. Also if you want you can replace the blank character or " " empty space character with "%20" and form your text values with "%20" instead of space characters. This way the space characters in the message texts are URL encoded with "%20".

mailto:developer1@kodyaz.com&subject=Mail To Syntax with Samples&body=Hi,%0AIn this article you will find samples about how to use MailTo in HTML

mailto with multiline body field

I hope the sample are helpful to summarize the use of the mailto in your html codes to design a URL for processing emails.

 

 

Ada Liaw-Martinez

How long to develop Lead Scoring program?

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This topic came up in a recent Lead Quality University course with Michael Kirsner, so I wanted to get some feedback from the community.

 

If you've put a lead scoring program in place, how long did it take you to develop & implement it ?

 

My company is exploring this opportunity, and I'm hoping to provide realistic expectations on how long this might take. Thanks!

Bulk 2.0 - EmailClickthrough Activity Link

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According to the new Bulk 2 documentation, I'm able to retrieve the URL of a link clicked in an email when exporting Activity data out of Eloqua.

 

This is my Export definition:

 

{

    "name": "Test",

    "fields": {

        "type": "{{Activity.Type}}",

        "contact": "{{Activity.Field(EmailAddress)}}",

        "link": "{{Activity.Field(EmailClickthruLink)}}"

    },

    "filter": "'{{Activity.Type}}' = 'EmailClickthrough'",

    "dataRetentionDuration": "PT1H",

    "autoDeleteDuration": "PT1H"

}

 

The sync ends in an error with the following logs:

 

[{:syncUri=>"/syncs/276",

  :count=>0,

  :severity=>"error",

  :statusCode=>"ELQ-00107",

  :message=>"There was an error processing the export.",

  :createdAt=>"2014-05-27T21:31:58.4700000Z"},

{:syncUri=>"/syncs/276",

  :count=>0,

  :severity=>"information",

  :statusCode=>"ELQ-00101",

  :message=>"Sync processed for sync 276, resulting in Error status.",

  :createdAt=>"2014-05-27T21:31:58.4700000Z"}]

 

Can you please let me know what I'm doing wrong?

 

Thanks,

Ilya

Write Apps for Eloqua's AppCloud™

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Service Model

 

With the exception of AppCloud Menus and the AppCloud Firehose, AppCloud Services follow an instantiation-execution model. When you add an AppCloud Decision or AppCloud Action step to a campaign in the Campaign Canvas, a new instance of that AppCloud Decision or AppCloud Action service is created. When that campaign reaches the Decision or Action stage, the service is executed. Similarly, when AppCloud Content is added to an email or landing page, a new instance of that AppCloud Content service is created.

 

Service Instantiation

 

  1. A Marketer drags the AppCloud service onto the Campaign Canvas or onto an email or landing page in the asset editor. This triggers a call from the Eloqua UI to an internal Eloqua API that will interact with your servers.
  2. The internal Eloqua API calls out to your service using the templated Create URL you configured when registering your App. This is a POST request, authenticated with OAuth, which contains an empty JSON object. The call provides you with the new instance's GUID.

    For example, AwesomeApp has an AppCloud Decision service whose Create URL is:

    https://example.com/awesomeapp/decide/create?instance={instanceId}

  3. Eloqua calls out to this URL with an empty JSON object, replacing the templated parameters with the service instance ID and app installation ID.

    Your application should respond with default details in a Record Definition Data Transfer Object (DTO). For example, for an AppCloud Decision service, the response might resemble:


    "recordDefinition" :

          {

              "ContactID" : "{{Contact.Id}}",

              "EmailAddress" : "{{Contact.Field(C_EmailAddress)}}"

          }

     

    This tells Eloqua to send the contacts' Contact ID and email address when the service is executed. For detailed instructions, see the documentation specific to each service type.

     

  4. The Marketer can then configure the instance using your service's UI by clicking on the "Edit" button on the service instance. Eloqua opens a browser window to the Configure URL for the service. Note: this call to the Configure URL comes directly from the marketing user's browser, rather than from the Eloqua API. If you need to restrict access, you can do so here by requiring the user be on a specific VPN, for example.

  5. If the Marketer has made changes, your API should call back to Eloqua using a PUT request with an updated DTO specifying the new record definition. For example, if the Marketer created an AppCloud Decision step that required field1, field2, and field3, the PUT request would resemble:

     

    PUT https://secure.eloqua.com/api/cloud/1.0/decisions/instance/{instanceId}

     

        "recordDefinition":

          {

              "ContactID" : "{{Contact.Id}}",

              "EmailAddress" : "{{Contact.Field(C_EmailAddress)}}",

              "field1" : "{{Contact.Field(C_field1)}}",

              "field2" : "{{Contact.Field(C_field2)}}",

              "field3" : "{{Contact.Field(C_field3)}}"

          }

     

     

Execution

  1. When the AppCloud service is activated, either by contacts flowing through a campaign or a visit to a landing page, this batch of contacts is tagged with an execution ID that tracks its progress.

  2. This step varies depending on the service type, but in general, the Eloqua internal API calls out to the Service's notification URL, and transmits a the information you specified during the configuration phase. In the above example, then, the recordDefinition includes the contact's ID, email address, field1, field2 and field3. The call to the notification URL would then resemble:


    POST
    https://example.com/awesomeapp/decide/notify?instance=123&asset=456

     

    {

      "offset" : 0,

      "limit" : 1000,

      "totalResults" : 2,

      "count" : 2,

      "hasMore" : false,

      "items" :

      [

          {

            "ContactID" : "1",

            "EmailAddress" : "fred@example.com",

            "field1" : "stuff",

            "field2" : "things",

            "field3" : "et cetera"

          },

          {

            "ContactID" : "2",

            "EmailAddress" : "sylvie@example.com",

            "field1" : "more stuff",

            "field2" : "other things",

            "field3" : "and so on"

          }

      ]

    }

     

     

    This follows the format defined during the create URL and configure URL calls during the Instantiation phase.

  3. If your service is unavailable, Eloqua will retry five times. If you specified Maximum Record size of 0 when you configured your App, or the record definition sent during the instantiation phase contains no fields, the DTO contains an empty JSON object. Otherwise, the call sends a DTO containing contact data, with a maximum limit to the number of records as specified in the service configuration. If there are more records than the maximum limit, Eloqua will keep sending requests until all the data is transmitted.
  4. You can then choose to return the same response for all the contacts in the batch, or tailor your responses to each contact.

    To individualize your responses for each contact, the desired HTTP response status code is a 204, followed up with an Import call using Eloqua's Bulk API. You must specify sync actions during the import. The appropriate sync actions vary according to the service type. Refer to the Bulk API documentation and the service-specific documentation (linked below) for more information
  5. Eloqua receives the import. For service instances associated with a campaign, those contacts flow through to the next stage.

Services

The AppCloud™ Developer Platform currently supports five services. Additional services will be included in future releases. While the general interaction pattern for all services is similar, each service has its own particularities. Follow the links below for in-depth descriptions and explanations of the interaction patterns, requests, and calls necessary to implement each AppCloud service.

 

Unstable Eloqua Connectors

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In my experience these have gotten dangerously unstable. In the past 4 months, the Contact Data Normalizer has been disabled on me twice for reasons unknown to me. The only thing that caught it was the lack of leads flowing through our CRM sync into SFDC. By the time I had caught it, it had been disabled for 2 days and several hundred leads had been backed up.

 

The progressive profile connector has also bugged out on my 3 times since the beginning of this year. The last time it was a bug that took 1 month to fix during that time, none of our progressive profiling forms were working.

 

Has anyone else experienced mysterious Eloqua connector issues. I have had no problems with 3rd party connectors just to be clear.

 

Is there a way to set up an alert when a connector is disabled?

Can Eloqua tell you what device emails are being viewed on?

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I've asked around and looked in Insight but haven't had any luck...


Hosting a Great Event Isn’t Rocket Science...Or Is It? (Free eBook)

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You want to host a killer event...and not the kind where guests are dying to leave, but the kind where people walk away feeling inspired, talking about your event, and dare I say it — looking forward to the next time you host one.

 

The good news? You can host an amazing online or in-person event and you don’t have to be Richard Wurman (founder of Ted Talks) or David Tutera (celebrity weddings guru) to host a webinar, tradeshow or conference that people are clamoring to get to. However, you do have to do your homework.

 

Luckily, we’ve already done a good bit of your homework for you. That’s right, below is a free eBook (AKA Rocket Science Cheat-Sheet) that is sure to have you double-checking maximum capacities at your next venue. Simply follow the 5 easy steps of, “Planning a Sell-Out. 5 Ways to Make Your Event a WINNER,” and you’ll be drowning in plus one R.S.V.P.’s and air-kissing attendees in no time.

Email Groups

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This document contains:

Creating Email Groups

Managing Email Groups

Deleting Email Groups

See also:

Overview of Email Groups

 

Creating Email Groups

 

You can create an Email Group and set its default parameters so that you can manage the emails at the group level for a particular content asset, such as an email or newsletter.

 

To create an Email Group:

 

  1. Navigate to Settings> Setup, then click Email Groups (under Assets).
  2. On the Email Groups page, you will see a list of existing groups. Click Add Group to create a new group.
  3. On the right-hand pane, the Settings tab is highlighted. Fill in the Email Group Name, then select the remaining options:

    • Default Email Header—Select a default email header to be shown at the top of the emails sent from this group. For instance, this might contain links to view the email in a browser window and/or to view it in text format on a PDA. If necessary, you can change which header is used in a specific email by clicking on it in the email editing page.
    • Default Email Footer—Select a default email footer to be shown at the top of the emails sent from this group. For example, this might include links to view your company's privacy policy, to contact your company, and/or to allow the recipient to manage their subscriptions. If necessary, you can change which footer is used in a specific email by clicking on it in the email editing page.
    • Subscribe confirmation page—This is the page that will be displayed when a user clicks on a hyperlink in an email to subscribe (opt-in) to an Email Group.
    • Unsubscribe confirmation page—This is the page that will be displayed when a user clicks on a hyperlink in an email to unsubscribe (opt-out) to an Email Group.

      Note: If you know the name of what you want to select in any picklist, you can type in any of these fields to narrow down your search results.

      EmailGroups.png

  4. Optionally, select one or more of the following options:
    • Make this email group available in Eloqua for Sales: Select this option if you want to be able to use this Email Group when sending Eloqua emails.
    • Include this Email Group on the Subscription Management Page:  Select this option if you want the recipient of an Email to be able to see the name of this group on the Subscription Management Page (after the contact has clicked on the "Send to Subscription List" hyperlink in an email).

      When this option is enabled, you can set the following fields:

      In this example, notice that the Email Group "Newsletter" as well as the description entered above appear in the list of groups on the Landing Page:

      Email_Group_Subscribe_Landing_Page.gif

      Any Email Groups for which you have not selected Include this Email Group on the Subscription Management Page will not be displayed. You can add and remove these groups at any time by checking or unchecking this option.

      • Name of the Email Group As It Appears to Contacts:  Defines the name of the group that is displayed on the Landing Page.

      • Description of Email Group As It Appears to Contacts:  Allows you to provide a description to make it clear what types of information this group specifically provides. We recommend you provide a clear description so if a user is subscribed to several different groups (but is not certain which one(s) is (are) important), the chance of mistakenly (un)subscribing to the wrong group is minimized.
    • Require opt-in: If selected, the contact is required to specifically opt-in to the emails and cannot be opted in by default. In other words, the opt-in must be the result of action made by the contact.  Note:  This feature is only available if HIPPA functionality is enabled.
    • Use secure channel: If selected, the contact must sign in (or leverage some type of key) in order to view the email that was sent to the contact.  Note:  This feature is only available if HIPPA functionality is enabled.
  5. When you have finished setting up the email group name and defaults, click Save.

    The instructions on the Subscription Management Landing Page can be customized for your specific purposes. In the upper-left corner of the Email Groups dialog box (under the Global Subscription Management heading), you will specify the Global Opt-Out and Global Opt-In Landing Pages (created from Assets> Landing Pages) that will be shown after a contact clicks on the Unsubscribe from All or Subscribe to All hyperlinks, respectively. Browse to the Landing Page by clicking on the Folder icon which will bring you to the Chooser window, or edit the Landing Page selected in this field by clicking on the Edit (pencil) icon:

    Select_Global_OptOut_OptIn_Conf_Pages.gif

    To customize the wording (instructions) on the Global Subscription Management Page, click the Optin_Optout_Edit_Preview_Page.gif button, which will display the Edit Subscription dialog box:

    Edit_Subscription_Page.gif

    For example, to see how the Subscription Management Page will look, click the Preview button in the lower-right corner of this dialog box.

    Note in the Unsubscribe Checkbox Text field just above, the text "Remove me from your distribution list" appears on the Landing Page with the checkbox to the left:

    Remove_Distribution_List_Checkbox.gif

  6. Once you have verified that all your changes are the way you wish them to look, click Save, then click Close to close the Edit Subscription page.

    Now that you have created an Email Group, when you are in the Email Editor and creating a new Email, the drop-down pick list of available Email Groups will be updated to include your new Group:

    Email_Editor_Group_Selector.gif

    Note that once you assign an Email to an Email Group, it cannot be reassigned or changed. In order to change the Email Group, you would have to delete the Email and recreate it, assigning it to the correct Group.

 

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Managing Email Groups

 

You can edit an Email Group and set its default parameters so that you can manage the emails at the group level for a particular content asset, such as an email or newsletter.

 

To edit an Email Group:

 

  1. Navigate to Settings> Setup, then click Email Groups (under Assets).
  2. On the Email Groups page, you will see a list of existing groups in the left-hand pane. Click on the group you wish to modify. The settings for that Email Group then appear in the right-hand pane.
  3. You can change the Email Group Name and make other selections for the remaining settings.

    In addition, if you select Include this Email Group on the Subscription Management page, a user will have the option to select (or deselect) to receive (or not receive) emails related to this Email Group. This is why it is important to give your Email group a user-friendly name and provide a description so the contact will know whether he or she wishes to receive these Emails.

    • Default Email Header—Optionally, you can select a different existing email header from the first picklist. By default, this is used at the top of the emails in this group (unless you select a different header within a specific email in the group).
    • Default Email Footer—If required, select a different existing Email Footer from the first picklist. By default, this is used at the bottom of the emails in this group (unless you select a different footer within a specific email in the group).
    • Subscribe confirmation page—Choose the page that will be displayed when a user clicks on a hyperlink in an email to subscribe (opt-in) to an Email Group.
    • Unsubscribe confirmation page—Choose the page that will be displayed when a user clicks on a hyperlink in an email to unsubscribe (opt-out) to an Email Group.
    • Name of the Email Group as it Appears to Contacts—This should be a user-friendly and descriptive name of your Email Group, so it will be immediately evident to a contact which emails are included. For example, you could name the group "Newsletters" and the contact would know right away that emails he or she will receive will be newsletters or newsletter-related.
    • Description of Email Group as it Appears to Contacts (Optional)—Although optional, best practice is to include a good description of the Email Group, in order to further clarify what type of information the contacts will receive by subscribing to this group. The description will appear directly underneath the name of the Email Group in the pick list.

      If you wish to enable this Email Group for sending emails from within Eloqua for Sales, click the checkbox next to Make this email group available in Eloqua for Sales.
      Once you have made all the desired changes, click Save to save the Email Group.

  4. Click the Emails tab to verify which Emails have been associated with this group. The list you see on this tab is a read-only list that is populated based on which Email Group you have assigned to an Eloqua Email while in the Email Editor.

 

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Deleting Email Groups

 

You can delete any Email Group that you are no longer using. Make sure that you move or remove any emails that you don't want to lose before you delete the group.

 

To delete an Email Group:

 

  1. Navigate to Settings> Setup, then click Email Groups (under Assets).
  2. On the Email Groups page, you will see a list of existing groups in the left-hand pane. Click an existing email group in the list to select it.
  3. Click the Delete Group button on the bottom of the left-hand pane. If there are any Emails associated with this Email Group, you cannot delete the Group. You must first delete all the Emails in the Group before being able to delete the Group itself.
  4. To see which Emails belong to your Email Group, select the Group you wish to delete, then click the Emails tab in the right-hand pane. A list of Emails in your group, if any, will be shown.
  5. In the Confirmation dialog box, click Delete to delete the Email Group, or Cancel if you do not wish to delete it.

 

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New Course – Events in the Cloud

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Event management is a crucial part of any marketing strategy. Eloqua provides a tool to make event management efficient and easy. The Eloqua event module manages event registrants and event tasks. Create single or multi session events and let Eloqua automate wait lists, reminders and confirmations.

 

A key benefit to using the event module for event management is that you can store registrant data in Data Cards (Custom Data Objects). This means the Contact record is not used for recording event specific information. This is good because event information no longer takes up valuable space in the contact record. It also provides another option for targeting and segmentation.

 

The new Events in the Cloud class is designed for modern marketers who want to maximize the power of Eloqua to creatively automate all aspects of running online events. This 3 hour, instructor led course teaches you how to implement a multi session event workflow that leverages Eloqua campaigns and form tools (a new type of cloud connector).


 

To learn more about the Events in the Cloud class, read the full abstract.

 

As the designer of this course, I’d love to hear from you. If you have any questions about this course or if you’ve taken this course and have feedback, please leave a comment below.

 

Sincerely,

 

Bianca

Any way to mass delete users(not contacts) from E9 or E10?

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Hi Everyone,

 

I was wondering if anyone knows a way to mass delete users from Eloqua. Any way possible, uploading or selecting or group them in any manner for deletion rather than one at a time?

 

Any way possible, with in the interface or even using API?

 

Thanks

Amit

What's your favorite multichannel marketing strategy?

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We're all so entrenched in email and social, it can be hard to determine what other channels could work for marketing campaigns. What are you doing the most?

Can AppCloud be used to create a Notification App?

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There are times when I would love the option to send an internal notification if a certain condition occurs in the campaign canvas.  Would the new AppCloud framework enable the creation of this type of solution?

 

If it could use the same or a subset of parameters used for notifications on form processing steps, that would be ideal.

 

Richard

5 Ways Financial Services Can Improve Their Media Programs

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Financial Services organizations are often challenged not just with the creation of content, but also the distribution.  Firms will invest money and resources into developing strong content, but it’s only as effective as the audience it reaches.  This is why FinServ will also invest money into the distribution of their content through media sources.  But are companies demonstrating a viable return on the content development and distribution?

 

Financial Services firms are trying, but it can often lead to a time consuming and fractured exercise. Sometimes opportunities take place on a firm’s own website, making it easier to capture the data quickly and take action on it. Other times, these potential prospects are driven to lead forms and landing pages hosted by outside media outlets and the prospect data then needs to be transferred to the firm. This can happen through a variety of means: automatic posting into the firms’ database; individual email transmission as opportunities are discovered, delivery through excel spreadsheets on a daily or weekly basis. In short, media sources manage their data differently which places the burden of data attribution on the financial services company. Financial Services.jpg

 

I reached out to Triniti Burton and David Crane over at Integrate to understand how companies can better manage their media activity.  They stressed that firms can’t create data out of thin air.  They must create and capture interest and these multiple media sources are a great method for doing that.  However, they must have several practices in place to do this effectively.

 

  1. Move to organize media sources into a single dashboard.  This will allow financial services to not only measure the effectiveness of current media sources, but also find new relevant sources that can be integrated.
  2. Focus on scalability.  Time is a commodity and eliminating redundancies and manual processes is a must.  Solutions are available that allow firms to create a single campaign for all media sources, and integrate with a onetime set-up with the media partner.
  3. Build media campaigns into the larger communication strategy.  Data generated by all media sources must be pulled into a marketing automation system to build out a Universal Profile and that Digital Body Language must drive future communications to that individual.
  4. Place the burden of data standardization on the media sources, not the financial firms.  Incorporate digital tools that align with internal governance and ensure that data is standardized per the parameters of the campaign.  If an asset management firm is targeting HNW clients with a particular monetary threshold, digital tools can evaluate the data delivered by the media source and make sure data meets those criteria.  If it doesn’t, the tools will push the data back for correction or deletion.
  5. Measure content and media effectiveness. For example, firms can see, and compare, the performance of a white paper on media sources A, B, and C at the placement level. Evaluate aggregate data to determine which consumer profiles deliver opportunities with the highest lifetime value.  They can begin to understand what the return against each media source looks like, and adjust resource and budget allocation accordingly.

 

As David Crane pointed out; “Actionable customer insights are stymied by the rift between marketing tech and media investment. At a time when reaching audiences gets tougher by the day, marketers must ensure they’re generating maximal efficiency from all available resources. And if your marketing stack isn’t linked to your media investment, you’re wasting valuable resources. We must take the next step — marketers need to close the loop with marketing and media systems integrations.”


Through their work, Integrate has seen companies recognize a 25% savings in execution resources which has allowed staff to focus on additional programs, planning, and optimization.  Others have reduced marketing costs by 35% through the elimination of manual data processes.  By integrating data governance into their media tactics some companies have recognized up to a 40% increase in data and engagement quality.

 

How are you measuring a return on your media programs?

 

Check out their app on the Oracle Marketing Cloud!


CASL - early check in

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July 1st has come and gone, so I wanted to ask if anyone would share their experiences, tip or tricks on how you addressed CASL requirements.  There are lots of great discussions already on preparing for CASL (some really awesome tips) but I am curious to know how your opt in campaigns have performed, or if you have any lessons learned on managing the data aspect of tracking opt in/consent.  I'd also like to hear any insights from global companies who are managing several different privacy laws.  Thanks for sharing!

Lead Scoring Threshold score

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I've been studying for the Implementation Specialist exam and have come across two different answers for assigning value to Lead Score Threshold. In the Lead Score Configuration Guide (Eloqua 10 Lead Scoring Configuration Guide), it states that the number in the callout above 2 profile scores is applied to the score to the left. For example, if the number between profile rating "D" and "C" is 25, then a score of 25 would be applied to Profile D. That said, the Implementer Assessment says the opposite in that a score of 25 would be applied to Profile C.

 

Since I am not able to save scoring models on my instance yet, I have no way of knowing which answer is right. Any clarity would be appreciated.

Marketing Automation as a Career - How many of us have job openings?

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I've been seeing a lot more job posts & buzz around marketing automation departments. At Bluewolf we are also actively hiring. I'm wondering how many of us have MA openings & at what level.

 

Please comment with the trends you are seeing & your difficulty in finding resources.

I'd also love to know what titles we are using for these resources.

Lead Scoring: Don't BANT On It

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It’s really tempting when creating your lead scoring model to include some super high buying indicator fields that automatically identify someone as a SIZZLING HOT lead.

 

An example:

 

“When are you looking to evaluate solutions for an XYZ initiative?”

  1. a) We are currently evaluating (Super sizzling, walking barefoot on coals hot)
  2. b) We plan to evaluate in 6-12 months (Arizona in July, put on sunscreen hot)
  3. c) 12-24 months (Keeping the bacon warm in the oven hot)
  4. d) More than 2 yrs (champagne chilling for midnight on New Years cold)
  5. e) We already have a solution (currently living in an igloo in Antarctica cold)
  6. f) We are never going to evaluate (our toes have fallen off due to frostbite cold)

 

Obviously at first glance, you’d want to weight this question really heavily and score really high on a) and b), right?


But what if only a small percentage of your prospects actually get a chance to answer that question? What about people who come into your database and enter lead scoring from a source that did not include the opportunity to provide an answer to it?

 

If you are weighting this question significantly higher than the other scoring criteria, there’s a large chance of most of your prospects aren’t getting a high enough score to become an MQL – because they won’t be getting a score on this question AT ALL.

 

Then you’re in a NOT SO HOT situation – with a sales team that’s wondering where all the leads are, and a marketing team frustrated that the lead scoring model they spent all that time on on isn’t working the way they had hoped.

 

So here is my advice – don’t use that field to score.

 

How can that work, you ask? How can we possibly IGNORE a question that is explicitly telling us who is and is not ready to talk to sales?

 

The answer is, you don’t IGNORE it. You just don’t include it in scoring model.

 

Here’s why.

 

The example question above looks a lot like a “Timeline” question that is usually part of BANT (Budget, Authority, Need, Timeline) qualification.

 

BANT questions are typically really intimate – getting straight at whether that person is ready to be talking actively with sales about solutions now, with no messing around. Often we see these questions being uncovered by the sales rep, in a one-to-one sales conversation after they receive and accept a lead from marketing.

 

But at the top of the funnel, where lead scoring usually occurs, most people aren’t ready to answer those questions yet. In fact, they may not even know the answers to those questions, because when people enter our scoring programs after downloading a piece of content, clicking on our emails, visiting our websites and landing pages, or dropping by our trade show booths, they are not even remotely qualified to be an MQL yet. We still have work to do to get them there, through our nurture programs and other marketing campaigns.

 

In short – your BANT criteria may not belong in your lead scoring.  That doesn’t mean these fields and questions cannot be used within automation to expedite qualification of some sort. In fact, they can be used to get the sizzling hot leads to sales FASTER if you don’t score on them, and if you configure your acceleration processes in the right way.

 

Making BANT Work for You Outside of Lead Scoring

 

Take someone who is not otherwise qualified from your lead scoring criteria. Maybe they have only dropped a business card in a trade show booth, but via your follow up emails they have filled out a form and answered this one BANT question with answer “a)” – so we know that they are currently evaluating and, hence, SUPER SIZZLING HOT.

 

By our lead scoring criteria, they aren’t quite close enough to be considered MQL – they haven’t interacted enough or maybe we don’t know enough about them to give them a high enough profile score yet. But because they’ve answered this question, we don’t want to wait for their lead score to catch up before we jump them in line and send them over to our sales team. Resting and waiting here is what makes lead scoring backfire!

 

Instead, you can put in place a separate process flow that bypasses the score-based lead routing and accelerates them DIRECT to MQL based on their response. (Technical Tip: you can do this using a Form Processing Step that sends that sends them to the CRM update program immediately and triggers lead assignment rules in CRM if they respond a certain way. You could also trigger a task to be assigned to the rep in CRM.)

 

So you would have two ways for someone to get to sales - 1) if they answer that BANT question right, regardless of what else they have done or who they are or what their lead score is; 2) They organically meet the criteria for the traditional scoring model.

 

At any point, a person can have the opportunity answer the BANT question during a campaign and jump the line to go straight to MQL – but you don’t have to goof around with your precious scoring model to make that happen.

 

Moral of the story? Seriously consider if putting BANT criteria in your top of funnel scoring model is going to deliver the results you are hoping for. If the answer is no, but you really want to incorporate BANT into your qualification process, find another way to automate it. Lead scoring and BANT – which are not necessarily the best of friends – can learn to cooperate in a way that maximizes opportunity for lead generation and maintains some sense of order in your scoring program.

What feature are you most excited about in the Summer ’14 Release?

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Eloqua’s Summer Release is upon us and I’m curious to know your favorite new or enhanced feature. (Bonus points if you share how you plan to use it!). Myself… I’m most excited about Reviews and Approvals. Since I work with several teams, this has been on my wishlist for a LONG time!


(A bit behind on the Summer Release? You can find specific details on all these features and the roll-out schedule in this post in the Eloqua Insiders group. Note: this is a private group for Customers only, you will need to request to join.)

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