Designing targeted experiences with Eloqua‘s multi-step campaigns.
3-part series | Episode 2
Eloqua User Group Webinar
Overview
The more first-party data you have access to, the better chance you have of delivering an experience that differentiates you from your competitors. The more you know about a person, the better the CX you can deliver.
Why this topic?
Last month we looked at how to use engagement data to drive a more personalised CX.
This episode took that knowledge and applied it to two types of campaigns using Eloqua’s Campaign Canvas, a multi-step campaign.
We looked at how to use the various canvas elements to adjust the journey of people as they moved through a lead nurturing campaign and an event registration campaign.
Why the emphasis on first-party data?
First-party data is crucial for digital marketers in light of tightening privacy legislation. This is even more relevant with the current Federal government review of the Privacy Act in Australia and likely impending changes.
We don’t know what these will be just yet, but there is no better time to ensure that our first-party data is in order. First-party data refers to data collected directly from your customer, typically in forms, but also things like their website behaviour.
The use of third-party data has become problematic due to various privacy laws like GDPR, CCPA, and CPRA. These laws limit the sharing and selling of personal data to third-party providers. First-party data is not only safer to use, but as your customers are progressively profiled, will also provide a more accurate understanding of your customer’s behaviour and their preferences.
This data can then be used to create personalised and more relevant campaigns that resonate with their audience.
Moreover, it can be used to improve customer experiences and increase customer loyalty. First-party data also allows companies to build trust with their customers by demonstrating their commitment to privacy and data protection.
The first step is to understand what’s possible. We focussed on the campaign canvas Decision elements.
By incorporating a decision element into your campaign, you can tailor the campaign experience for your contacts based on their interactions with your material.
It is worth noting that all decisions have two possible outcomes: a Yes path and a No path. Should the criteria of the decision be met, the contact will proceed down the Yes path, while if the criteria is not met, they will follow the No path.
Next, we looked at how to use Decision elements in the context of an Event Registration campaign and a Lead Nurture campaign.
We chose these two campaigns because it’s generally the case that you will have people enter the campaign first at the activation stage and it’s likely you will add additional campaign members after the campaign has been activated.
Event Registration
The thing you want to know as people move through an event registration campaign is “have they registered?”.
The most effective way to do this is using a shared list.
Your registration form should add all form submissions to a shared list, then you can reference the shared list on your campaign canvas prior to sending an invitation.
Lead Nurture
Using Decision elements in the course of a nurture campaign allows you to adjust the experience based on new 1st-party data you receive over time.
For example, when people enter your lead nurture campaign you may not know their industry or their primary interest.
As they progress through your campaign, you may use forms to enhance the Contact data, or new data may flow into Eloqua from CRM.
Complete the Design for Automation mini-assessment today to identify strengths and gaps in your marketing automation strategy and processes.
Sometimes excluding people from a campaign makes sense
Campaign members will have met a set of criteria to enter the campaign, however, for any range of reasons, they’re not picking up what you’re putting down.
The most common reason you will want to exclude someone from a campaign is based on their lack of engagement e.g. they’re not opening anything in your lead nurture campaign. You may have a higher threshold than that, it may be that they’re not submitting any of your campaign forms.
The key is to set your criteria for exclusion before your campaign is live.
How do you exclude people?
The most common tool you’ll use is a Shared Filter. A Shared Filter can contain a range of filters and provides you with a YES or NO outcome.
e.g. Has the campaign member opened any (or all) of the first five emails in the campaign? Yes or No.
If no, perhaps that’s your criteria to send them off to the CRM for an outbound call from Sales or Service.
Don’t forget to measure, and keep track of who is exiting your campaign due to a lack of engagement.
The campaign canvas below provides an example of how you may choose to remove someone from a campaign after you’ve sent them e.g 5 emails as part of a lead nurture campaign.
- SHARED FILTER: you may set an evaluation period for e.g. the past 14 days. At the end of the 14-day evaluation period, you will have a YES or NO response. Let’s assume NO.
- ADD TO PROGRAM: Taking advantage of your CRM integration, push the person into the CRM to either the Lead object or perhaps the Case/Service Request object. From there the sales or service teams can be tasked with making an outbound call.
- WAIT: By labelling the WAIT element i.e. “EXIT: Zero Engagement” you can then view the Campaign Exit Report to see how many people and specifically who, have left the campaign at that stage. To help with the re-engagement of this audience, you could add them to a Shared List, you could add the Shared List element after # 2 and before #3.
What’s new? What’s coming soon?
Release 23A went live in February with a range of new enhancements. The exciting news is that we can expect a significant upgrade to the Eloqua user interface this year.
The last significant user interface change was in 2016. Since then, there have been a few tweaks. With the arrival of Eloqua release 23B in May 2023, we’re expecting a significant change.
The Eloqua Product Marketing team showcased a number of screens during the February Release update webinar. We’ll be hosting a webinar for clients in May to provide an overview of the new interface.
Great events start with smart, engaging comms. Entice people to your organisation’s next event via a seamless registration process with Eloqua.
The 2nd Edition of our popular Event Guide.
This guide includes a Campaign Canvas example & extensive directions to launch your event campaign.
Taking advantage of the automation you have as an Eloqua customer will enable your organisation to launch your invitations, walk away and complete other tasks – like locking in a great menu for your event.
Now you’re on the journey to Modern Marketing.
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