The data that matters | Eloqua Form Design Editor
February 2022 | Eloqua User Group Webinar
Overview
Marketers are shifting their focus from 3rd-party data to 1st party, but there’s plenty of work that needs doing before you can start collecting valuable insights. We explored this month in our Eloqua User Group how gateways and other capture methods can help marketers get the most out of content despite its source!
Why this topic?
You’ve put a lot of time and effort into creating that perfect form. Your CTA button is shining, the field labels are clear, and you’ve even made sure to add some fun personality.
But does your form actually convert? To figure that out, you need to look at the data.
In this blog post, we’ll show you how to use the Eloqua Form Design Editor to analyse your form’s conversion rate and find out which fields are driving results.
So before you hit publish, make sure to read on!
The data that matters | Capturing 1st-party data to deliver a richer CX.
Background
While you’d think coming up with User Group topics each month would be simple, it’s actually something we put a lot of thought into. It’s a mix between hands-on aspects of the Eloqua platform and taking a more strategic view into the use of Eloqua.
1st-party data is a topic of great interest and is getting more pressing. Our objective this month was to raise the general awareness of the subject with our customers and friends and to come at the subject from a strategic thinking and hands-on approach.
There must be a strategic link between your Form design & the objectives to capture & use your 1st-party.
Why identifying the right data is a needed step to success.
In the course of running your marketing campaigns, gating content is a strategy you will employ many times. You may present forms to people to register for an event, to access high-value content, to submit a Contact Us form and more.
While some of these forms will be fixed e.g. the Contact Us form rarely changes. However, you have plenty of room the event registration and high-value content forms
Get the basics down first, understand the key aspects of your Eloqua Form capability.
It’s good to go back to the basics.
Your Eloqua Form Design can be extremely basic, or as complex as you need. Remember, the only required field on an Eloqua form is Email Address. That’s it. The one key tip I would give you in the design of your form is to consider the customer, the person who has to complete the form.
People will arrive at your form via two channels:
- They will click on a link in an Eloqua email or,
- They will arrive at the Form from a link on your CMS, another website, social site or perhaps a Google search result.
The person arriving at your Eloqua Form, hosted on an Eloqua Landing Page from an Eloqua email will experience pre-population of the form and also Progressive Profiling if you’ve configured it. Some browsers may assist with the auto-population of a form when the person arrives from your CMS etc.
The key? Think carefully about the number of questions you ask of people and combine that thinking with Progressive Profiling. Don’t waste the chance to gather profile data by asking a question you already know the answer to.
Eloqua Forms can do much more than just capture event registrations.
Lifting your game, getting more from interactions with your audience.
Once you’ve got the basics down, you can begin to explore your 1st-party data capture with a little more flare. While you can certainly be a little more creative with your Eloqua Forms on Eloqua Landing Pages without the addition of any HTML or JavaScript, these two forms of code can take your forms to the next level.
Re-posting data from your CMS to Eloqua
This is the most common advanced level of Form Functionality. You can have form submissions from your e.g. Contact Us form on the website feed directly into Eloqua. An elegant way to capture data, avoid duplicates, drop people into nurture campaigns and seamlessly feed net-new leads into the CRM.
But wait, there’s more…
You’re really only limited by your imagination. The developers at Marketing Cube have built calculators for clients as well as quizzes and C-SAT surveys with response logic.
Watch this month’s replay for further ideas and suggestions for more advanced form design & implementation.
What do our clients say?
“A massive THANK YOU for all of your amazing efforts with the successful marketing automation program for Open Day.
The day was a huge success and your work played a critical role in not only driving registrations but also with on the day attendance.
Well done ☺
Thanks again Marketing Cube for continuing to demonstrate what a valuable partner you are to VU.”
– Claire | Director, Brand & Marketing | Victoria University | Australia
Nothing helps you get your data in order faster, than the Lead Scoring build process.
Without good quality data, Lead Scoring can be a challenge.
One of the key aspects of building Eloqua co-dynamic Lead Score models is the need to work across the business. You need to include Sales, Service and Marketing in the model design process.
It’s during these discussions, which we often facilitate, that we quickly identify gaps in the quality of 1st-party data. When field values or field names differ from the ERP, the CRM and Eloqua, the discussion can quickly grind to a halt. We often see “data quality clean-up” projects spin out of the Lead Scoring workshops.
An audit of your current data is an extremely worthwhile project. It may not sound like the most interesting thing to do and doing it alone is not advisable. If your organisation has a person who fills the role of a Data Steward, that’s helpful. If not, it could be a CRM, ERP or Eloqua Administrator, a person who has knowledge of how your various systems integrate.
Harmonisation of your data across these platforms will deliver tangible business benefits. If you have any questions about what a project like this would look like at your organisation, please contact us today.
Oracle CX Marketing Eloqua Release 22A | Delivered February 2022.
What’s new & what’s coming?
With each new release of Eloqua, comes a range of new functions as well as updates or enhancements to existing functions. In this release, we see a new Decision step for the Campaign Canvas – Audience Split. In addition, Eloqua’s SMS App (an Eloqua add-on, for a fee) brings rich reporting and analytics to the SMS channel for marketers.
Release Highlights
- Audience Split Decision Step on Campaign Canvas: Split contacts down different paths by percentages.
- Intelligent Form Spam Prevention: Helps identify and limit form submissions that are from unverified sources.
- Updates in Response to Apple Mail Privacy Changes: Separate tracking for automatic email opens and clicks and ability to see Apple email opens in reports. Access the Email open by device metrics dashboard to see the percentage of your audience accessing your Eloqua emails on an Apple device.
- Blind Form Submit (BFS) URL Shortening: Help to mask personally identifiable information contained in BFS URLs in emails. Oracle Eloqua recommends you enable the blind form submit URL shortening feature. You will need to log in to My Oracle Support and create a service request. Or, contact Marketing Cube Support and we can do this on your behalf.
- Oracle Eloqua SMS Enhancements and more!
Oracle CX Marketing Agency Services
The team at Marketing Cube has been supporting Oracle CX Marketing customers since 2007. We’ve been using Eloqua ourselves for that period and provided agency services as well as traditional application support for close to 100 customers across a wide range of industries & geographies.
If you’ve been using Oracle CX Marketing for some time and are looking for agency services e.g. strategic services, end-user coaching/training, campaign support and more, contact us today to talk further about how we can help you.
