Have you leveraged the power of the cloud by integrating Social, Marketing and Sales?
We often get asked how you can gain ROI through social media. Through an integration from Oracle Marketing Cloud Eloqua into SRM, your social team will be able to push a greater number of marketing qualified leads directly into the sales funnel whilst reporting on social activities within Eloqua.
Each of the above areas of Oracle offer Modern Marketers a unique ability to reach their consumers and gain deeper insight into their overall Digital Body Language. Oracle Social Cloud is just one of these areas that Marketers can use data to leverage their offering:
There are three main integration touch points to focus on:
1. Custom audiences
3. Campaign Tags & Dynamic link tracking.
We’re going to be using an upcoming webinar series as an example throughout this piece.
Integration 1: Facebook Custom Audiences
The first rule of thumb when creating contacts in Eloqua – all contacts must have an email address. Easy enough, however we can now use this to see if our Eloqua contact has an email that is linked to their Facebook account.
Oracle Marketing Cloud have recently created an easy to use App that can add or remove Eloqua contacts directly into/out of a Facebook Custom Audience.
By connecting our SRM account with our Facebook Custom Audience we now have another avenue to leverage our webinar marketing campaign.
Let’s say we’ve sent an initial invite to our upcoming webinar via a segment that we’ve built in Eloqua on the multi-step campaign canvas. If those contacts never actually opened the original invitation we can send them to a Custom Audience that we’ve previously made based on profile information we used to create our Eloqua segment.
SRM acts as the gateway to allow Eloqua contacts to flow through the campaign, into SRM and then back into Facebook.
Integration 2: SmartCap (Smart-Create-A-Post)
Now that we’ve got our Custom Audience ready to go, we also want to make sure that you’re sending our audience to an Eloqua landing page where they can register to the webinar series via an Eloqua form.
Through the SmartCap app we’re able to send our pre-built landing page directly into Publish in SRM, loaded with a unique Webinar URL.
We can then schedule this post alongside times that our next invitations via Eloqua are due to be sent so that all avenues are covered.
Integration 3: Eloqua Tags and Dynamic Link Tracking
Before our hit publish/schedule on our latest post for our webinar, we can add one more integration.
In the backend of Publish it’s possible to connect your Eloqua account which will then allow you to pull through Eloqua tags and create unique base Eloqua URLs.
So what are the Eloqua Tags? These are your Eloqua campaign names and it’s a further reason why we recommend the naming convention of your campaigns should have a consistent structure.
SRM will integrate your campaign names from Eloqua which means if you follow a single naming convention, you might see tags such as:
20160720 Eloqua User Group
20160701 Outside the Cube
An easy to follow structure will make your life even easier in SRM. From here, you can select the campaign that best relates to your post. For our example, this would be the webinar campaign.
Now when we hit publish on SRM, if a known Eloqua contact clicks through on your social post, you will be able to record this as an external activity within Eloqua.
You can use external activities for multiple purposes:
- Sales can view a prospects behaviour in profiler
- Segment via external activities to create a deeply target segment
- Report on external activities to better understand how your Eloqua contacts are engaging
If our Sales team now log into their Prospect Profiler account, they can see a 360degree view of the behaviour of our webinar prospects and communicate with the prospect based on their engagement.
For our example, if our prospect didn’t RSVP via email but instead through their Facebook account we can report that social media indeed provided a return on investment for our webinar series.