Start making smart forms today with the Eloqua Form Design Editor. Once you understand the fundamentals of Eloqua Forms, you will then be in a position to see how they can help you automate more, personalise more and build a richer profile of the people you’re engaging with.
Overview
There is much more to forms than simply capturing a person’s name and their email address. Forms can help deliver a hyper-personalised CX, contributing a little magic to your campaigns.
Understanding the basics of your use of Eloqua Forms
Learning about your prospects and contacts can be accomplished in a few different ways. The primary method, however, is by placing a form on a landing page that is reached by a click-through link in a marketing email.
Your contacts can provide varying degrees of personal information that you can then use in customising future communications. For example, a simple form could ask for just First Name, Last Name, Email Address, and Industry.
Once those fields are completed and submitted through Oracle Eloqua, it is possible to use this information to target these prospects in campaigns that correspond with their digital body-language.
Learning about your prospects and contacts can be accomplished in a few different ways.
Your contacts can provide varying degrees of personal information that you can then use to customise future communications.
Better Lead capture & Lead management
- If you’re running a targeted Ad Campaign, create a targeted form to match.
- Use Progressive Profiling to capture unknown details about your lead.
- Use Hidden Fields to add Lead Source details.
- Use Hidden Fields to add CRM Campaign ID numbers to support attribution.
Avoid repetition & ask great questions
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Our Top 5 tips
- Create & use Eloqua Form templates.
- Understand your CRM/source data model.
- Always consider Eloqua Progressive Profiling.
- Use Form Hidden Fields to improve overall data quality.
- Capture consent/opt-in on all forms
About Hidden Fields
Using this feature in your Eloqua Form inserts a hidden field which will not appear for the user when submitting the form but can provide you with valuable data.
For example, a form number can be placed in the form so that it’s submitted along with other form data. Similarly, a CRM campaign ID can be placed in the form to allow for simple automation of campaign information from a form submit to your CRM.
Thinking a little outside the ‘cube’ can create a great CX
Like many of you, we at Marketing Cube have have a Subscription and Preference Centre. You can visit ours here. If a campaign has a call to action to invite people to explore your subscriptions and share their preferences, then it makes sense to send them to a full-blown Subscription and Preference Centre.
However…..
In the context of specific campaigns you’re running, it may make more sense to extend a specific invitation to a specific subscription. You can do this in a few varying ways, we’ve got two suggestions below for you:
1. As part of an existing Form
The obvious one is events. Let’s pretend you’re building a registration form for a webinar. You could add an additional single checkbox to a form with language like “Please subscribe me to future events like this.”
You would then use the “Email Group – Subscribe/Unsubscribe” processing step to subscribe the person to your “Events” Email Group. This makes future segmentation and targeting easier and is stored against the person’s Contact with a date and a time that they subscribed to Events.
2. A stand alone, always on Landing Page
This second option is one we suggest clients use in context of their website or a campaign where you don’t want to overwhelm a person with the many options of a Subscription and Preference Centre, you just want to go gently and invite them to subscribe to one thing.
In this example you’re taken to our website and a page that talks specifically about the Eloqua User Group. Notice the red button “Join the User Group”. If you click on that button you’re taken from WordPress to an Eloqua Landing Page with a specific subscription invitation.
This page is a little more general, it covers a range of services we offer. If you scroll towards the bottom of the page, or click here, you reach a full width banner inviting you to subscribe to our blog. Inclusion of invitations like this throughout your website are a great way to grow your database.
Release 21A is due mid February. Update highlights are listed below & discussed in more detail in the webinar replay.
- Folder Archiving for Emails and Forms: Makes it easy for marketers to archive multiple emails or forms by archiving the entire folder (controlled availability)
- Controlling Form Visibility: Mark whether or not forms should accept submissions (now generally available).
- Updated Look and Feel: Redwood styling has been applied to the dashboard launchpad page and six Eloqua dashboards, including popular ones like Campaign Performance and Email Performance.
- Updates for our Salesforce Integration App
- New Fatigue Dashboard*: The new Fatigue Analysis dashboard helps you see your total contacts’ fatigue levels and performance by fatigue level at a glance. (*Now generally available with the Eloqua Advanced Intelligence Add-on package)
And more!
