Automate the right campaigns so you can focus on a more unique CX.

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The power of Marketing Automation is sitting there, waiting to be used. Eloqua users have the ability to automate much of what they do. Sometimes, it’s determining which of your campaign can be well, ‘fully automated’. That’s what we covered in this User Group.

Once the webinar replay is available, a button will be available here.

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1. The Three Levels of Automation

There are many applications for automation within Eloqua, however, there are probably three key areas that you will use regularly.

  1. Automation of Segments (e.g. lists)
  2. Automation of Forms (specifically processing steps)
  3. Campaign Automation (the campaign canvas)

When considering which of the three to use, it’s most likely you will use all three together.

The best candidates for automation are those campaigns that you either find yourself doing over and over again or ones that have the potential to run over an extended period i.e. months or even years.

The other key consideration is the ‘customer experience’ you plan to deliver. Automation can deliver a very personalised experience, however automating a broken business process simply means you fail faster.

Possible candidates for automation

  • Welcome campaign, net new customers
  • On-boarding campaign
  • New hire campaign (Internal)
  • Product/Service on-boarding
  • Contact Us form responses
  • New “Sign Up” responses
  • Anniversary
  • Customer Service (non-marketing) campaigns, typically driven by CRM and/or ERP data.
  • Social advertising i.e. Linkedin or Facebook
  • Date driven renewals

Nurturing campaigns

One of the best candidates for automation is nurturing campaigns. Whether it be ‘lead’ nurturing campaigns, or ‘on-boarding’ campaigns that follow the same format, automating these campaigns is easy.

The fundamental aspect of a nurturing campaign is repetition, constantly keeping your brand in the mind of the campaign member. 

A “nurturing” campaign delivers key messaging & calls to action that reinforces a key point.

In the example below, the repetition is shown in steps one and then two. This process can continue to as many steps as needed. As the campaign continues, the Decision steps you apply may alter. We’ve initially used the “Opened Email?” Decision step, you may increase the threshold for engagement to “Clicked Email?”.

2. What role do Segments play?

Segments can be either static or dynamic. Static means that the number of contacts in the segment remains static, there is no change in the number of campaign members for the duration of the campaign.

A dynamic segment is exactly that, constantly changing, or constantly being added to. The option to make a segment static or dynamic is determined on the Campaign Canvas. Eloqua refers to this as how you evaluate the segment.

The evaluation options are:

  • Add members once when the campaign is first activated (Static)
  • Add members regularly until campaign is deactivated (Dynamic)

The screenshot below (click on the image to enlarge it) shows the configuration options for the segment. The highlighted option is the dynamic evaluation step.

You can create segments using Filter Criteria or via an excel upload. Using the filter criteria approach is generally the best way, but sometimes the data points or criteria you need may not be available in Eloqua or the CRM.

3. Better use of the Campaign Canvas to deliver on your automation needs.

There are some indicators that help us determine how effectively our Eloqua customers are using the campaign canvas.  

Are you maximising the level of functionality you have available to you today?

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    Do the majority of your campaigns look like this in Eloqua?
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    Or do they look a little more like this?

4. Release 491 Update

The final topic covered was changes to Eloqua as part of Release 491.