Struggling to convert leads with your marketing campaigns? 

This month, we explored how Eloqua Landing Pages can be your secret weapon.

June Eloqua User Group

Hero photo by Kaleidico on Unsplash

Overview

We took a deep dive into use cases, covered the landing page basics, and showed you how to deliver a seamless brand experience (CX). Plus, we discussed why landing pages might be a better fit than your CMS – a conversation worth having!

Why this topic?

Over the years, I’ve heard clients provide several reasons for choosing their CMS over Eloqua Landing Pages.

Honestly, they’re rarely valid and are often driven by mandates from IT that don’t understand the merits of landing pages, their benefits over the CMS, and campaign objectives.

There’s no reason why your Eloqua Landing Pages can’t look and feel exactly like your CMS.

Once you understand this, the question should be, “Which asset will serve our campaign objectives better? The CMS or Eloqua Landing Pages?”

Why Eloqua Landing Pages?

If we step back in time a little, some scene-setting will be helpful. The Oracle Eloqua marketing automation platform was first introduced in 1999 and set the industry standard for enterprise organisations long before the term “marketing automation” was even coined.

As marketers became more skilled and strategic with their email marketing, they observed that sending campaign members to the website had mixed results. 

The website served to distract people from the primary campaign objective.

Eloqua introduced Landing Pages and Forms to help marketers keep campaign members focussed and to deliver better campaign outcomes. Lead conversion, i.e. a form submission, was the original key objective.

Which asset will serve our campaign objective better? The CMS or Eloqua Landing Pages?

This is the focus of this month’s Eloqua User Group webinar. 

To help you answer this question, we’ve provided an overview of the functionality of the landing pages compared to the CMS. 

These functions largely amount to personalisation, consolidation of engagement data to enhance reporting and the speed at which you can complete the task.

Discover how two Eloqua clients used Landing Pages & Forms to deliver a seamless CX

For us, travel is life.

To travel is to expand our minds along with our horizons, and to be humbled by something greater than us individually.
Only through travel do we experience what it’s like for others – to see the world as they do – to appreciate our differences and celebrate our similarities.

Atlas is the source of accessible, low-cost travel. With our Air Travel Retailing and Information Platform (ATRIP), we support travel professionals to deliver more for their customers and the planet.*

Atlas Loves Travel chose Eloqua to power their Marketing Automation across their whole customer lifecycle. A great example is the way they’ve woven Eloqua landing pages into the onboarding process for their new clients.

Atlas provides a platform called ATRIP. ATRIP enables travel agents to access, book, and pay for airfares with low-cost travel airlines. In the past, travel agents would go to the same website you and I went to to book and pay for low-cost air travel.

A complex process that Atlas has now streamlined

Travel agents manage and track their onboarding process with some help from heavily personalised Eloqua Landing Pages

The onboarding process begins with an application form. The form is an Eloqua form embedded as an iFrame on their CMS. 

The other essential part of this experience is Eloqua’s deep, stable and secure integration with Salesforce CRM.

The Eloqua Landing Pages are personalised with the information provided by the travel agent and data entered by the Atlas CRM users, including a co-branded personalised microsite, and their implementation managers are kept up to date as their new clients steps through the onboarding process.

Are your marketing automation campaigns on-brand, everytime?

On-brand asset styling

The visual representation of your brand is a powerful way to deliver a consistent customer and user experience. 

Your Marketing Automation assets should mirror your brand guidelines, like your website, printed materials, and other branded assets.

We’re for a fitter planet.

The world’s best music, best moves, and best instructors. We bring it all together to create life-changing fitness shaped by science.

We support our team of up to 100,000 instructors as they find their greatness and inspire others to become their best.

Partnering with 20,000 clubs worldwide, we make it easy to deliver world-leading group fitness and help members fall in love with fitness.*

*SOURCE: LesMills.com

As a global team, Les Mills places consistent CX excellence at the centre of its asset-building process, using documentation and Eloqua templates to ensure consistency and regional brand compliance.

The marketing team at Les Mills is worldwide, with members in the USA, New Zealand, the UK, Germany, and other locations.

As a long-term Oracle Eloqua client, their platform use has evolved. Robeska – Global Marketing Journey Manager from their USA office, joined us for this month’s Americas and EMEA episode. 

Why did they choose Eloqua Landing Pages over the CMS?

About 12 months ago, the marketing team collectively agreed that Eloqua Landing Pages were better suited to helping them track campaign engagement.

Working with our Technical Services team, they’re now using a range of Design Editor templates, an HTML-free environment, to build campaign-specific assets.

Eloqua Landing Pages also helps the Les Mills team hit home runs with their personalisation strategy. Using Dynamic Content, Field Merges and better Segmentation for more targeted assets.

What’s been the biggest benefit from this change?

This was a question without notice, and I couldn’t have been more thrilled with the response.

Robeska shared that the team is now better positioned to get into Eloqua and build campaign assets. In the past, they would have outsourced this process to Marketing Cube.

From our point of view as an agency, this is the perfect outcome. It has created a situation where we’re now able to have more strategic conversations with Les Mills to help them drive a more magical CX.

CMS or Landing Page? Understanding what’s possible

This month’s goal was to give you a clear understanding of what’s possible with Eloqua Landing Pages and some ideas to better support your choice of Eloqua Landing Pages or your CMS. 

CSS & JavaScript? Yes, you can

You can easily add branding requirements to your Eloqua Landing Pages and emails. 

Landing Page templates are the best way to ensure consistency from one asset to the next. The team at Marketing Cube has a few tricks to help you centralise the CSS so that if changes are made to branding guidelines, you can make those changes in one place and not have to update hundreds of Landing Pages manually.

In a nutshell, nothing is stopping your Eloqua Landing Pages from looking just like your website.

Tips to help you make an informed decision when choosing your CMS or Eloqua Landing Pages to support your campaign objective & CX goals

With your CX goals and campaign objectives firmly at the centre of your decision-making process and with the information listed above, choosing which platform to use should be a lot easier.

The main advantages we’d suggest to support Eloqua Landing Pages over the CMS are:

The ability to use Dynamic Content for both copy & images

Contact & Account field personalisation i.e. Field Merge

The pre-population of form fields delivers an elegant CX

Your Eloqua Landing Pages can be live in minutes

Try these use cases. Flexible, on-brand, live in minutes, what’s not to love.

Visit these two live microsites examples:

You will see more examples in the webinar replay

For clarity, when we use the term Eloqua Microsite, we’re referring to multiple Eloqua Landing Pages combined so they behave like a website. 

That’s exactly what the two examples are below. These are both live assets built in the Eloqua Design Editor.

myeloqua.com

Regular attendees of the User Group will have experienced this microsite.

The monthly registration confirmation page is a page within the microsite with a built-in navigation bar.

When you visit myeloqua.com, you will notice the URL change as you browse the various pages.

We purchased the myeloqua.com domain and then redirected it to the Eloqua Landing Page URL. Simple.

Campaign specific microsite

With significant changes to the Australian Privacy Act expected in August 2024, we saw an opportunity to combine information with our years of experience to support our clients and friends.

We designed a campaign and called it “Privacy & Governance.” Okay, it’s not the most gripping subject, but one that can cost millions of dollars in fines if ignored or not understood.

At the centre of this campaign is an Eloqua microsite, along with a short onboarding campaign with initial insight and then regular newsletter-style updates as information becomes available in the lead-up to legislation being presented to the Australian parliament.

Unlock the power of Shared Lists in Eloqua

Shared lists are static lists of contacts that you can leverage across your entire Eloqua environment. Similar to shared filters, they act as reusable segmentation tools for designing campaigns and programs.

Benefits of Shared Lists for Multi-Venue Events

Imagine you’re hosting a national roadshow with events in different cities or a series of webinars. Shared lists come in handy here!

Consolidated Registrant Data

Use conditional form processing to add registrants to a shared list specific to their chosen event date/location.

Additionally, create a shared list encompassing all roadshow or webinar series registrants.

This offers 3 key advantages

Single Source of Truth: Shared lists eliminate duplicate entries in your reports compared to form submissions data, which can include multiple registrations from the same person.

Targeted Communication: You gain a clear view of registrants for each event.

Campaign Personalisation: Reference shared lists directly on your campaign canvas. This allows you to:

  • Exclude registrants from further invitations (they’ve already signed up!).
  • Nurture them with targeted campaigns like “reminder to attend” emails.

Simplified, more accurate & valuable reporting

Eloqua Insight offers powerful reports that utilise shared lists. For example, the “Shared List Overlap” report helps you identify registrants who have signed up for multiple events.

By effectively using shared lists, you can streamline event management, personalise communication, and gain valuable insights from your campaigns.

When your audience is hyper-vigilant about their data, there are steps you can take to reduce risk

All Oracle Eloqua clients have access to Landing Pages and Forms. These are core components of the platform.

However, some clients choose to build landing pages in a third-party platform, and some use another third-party platform for forms. Why? That’s a great question. (I.T. may have something to do with it, or someone may have made a decision without being aware of the tools that already exist with Eloqua.)

The most significant risk is people’s data. How many systems does data have to flow through to get to Eloqua or your CRM?

You can embed an Eloqua form in your CMS

This is a great solution and ensures the form is styled to blend in with the CMS. It’s secure with all submitted data going directly into Eloqua verses into a 3rd-party form app or the CMS and then into Eloqua.

Most clients will have integration already in place between Eloqua and the CRM. You can rest assured that submitted data will securely reach the CRM in minutes.

Or, include a Landing Page URL in the CMS navigation

If you scroll to the top of this page, the one you’re reading right now, you will see Contact us in the menu.

If you click on Contact us you will leave this WordPress environment and be taken to an Eloqua Landing Page.

What’s news? What’s available now with Release 24B?

Release 24B is live for all Eloqua clients and has many new features. One big one is access to Insight data via updated APIs.

If you use Simple Email Campaigns, you can request access to the new Simple Campaign Guided Process built in Redwood. 

More details are available from our May 2024 blog post.

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