Engagement insight can be the difference between success & failure. Eloqua marketers can easily share that insight.
September Eloqua User Group Webinar
Overview
Observing human interactions is critical to understanding a person’s intent, and this is no different in the digital world. Eloqua users can observe Digital Body Language™ and use tools to share these interactions across the organisation.
Why this topic?
This episode had a few objectives. Following the last two episodes and the focus on personalisation, it made sense to understand how to adjust a person’s journey with your brand.
The easy connection from that line of thinking was to include the sharing of the insight gathered by marketing with the rest of your organisation, i.e., sales and service teams.
Adjusting a campaign & the CX for each campaign member is easily achieved in Eloqua
When you can observe a person’s Digital Body Language, the next step is to act on their behaviour and adjust how you engage with them.
The newsletter is an obvious example. Typically, it contains multiple articles tailored to the profile of each campaign member using dynamic content. You can observe which content they engage with and then engage further—automatically.
Perhaps the leading article in your newsletter is about a new product or service. By understanding who clicks on the article, you can automatically engage with them by providing more details or a call to action to enquire further.
This automation takes place on the campaign canvas, using Shared Filters and can be part of the newsletter campaign or a separate campaign if you prefer.
TIP: Don’t miss opportunities like this to support your buyers on their journey.
When you know a little, you can deliver a lot
A person’s profile from the start of a nurture campaign will hopefully be enhanced by the end. As you obtain new data, you can pre-empt these changes and adjust the contact’s experience from email to email.
How? Eloqua’s Shared Filters are the answer.
Think of Shared Filters as “Segments on the fly“. When you build a Segment in Eloqua, you arrive at a set number of contacts based on the filters you apply.
Shared Filters enable you to apply those same filters to a group of Contacts as they progress through your campaign.
About Shared Filters
There are three types of filter criteria you can use:
- Field filters
- Activity-based filters
- Inactivity-based filters
These can be used in any mix to return your desired contacts. To filter companies instead of individual contacts, create an account filter.
A field filter is based on the values found in one or more specified fields on the contact record. For example, you may filter to find contacts that are located in a specific city (Singapore), work for a company in a specified revenue range ($10-100 million), and have one of several job titles (VP, CIO, or CMO).
Try this as an example:
- A key component of your campaign is identifying net new leads from the manufacturing industry in Germany. (The key here is two sets of data – industry & country)
- Your campaign presents various calls to action requiring Contacts to submit a form.
- All of your forms ask which country and industry they’re in. You will likely gather this information over time; if you’re using Progressive Profiling, it may take multiple form submissions.
- You can use a Shared Filter to query the data contained in multiple fields at the same time – see the example below:
When is the “right time”? Great question
The “right time” to deliver specific content is generally triggered by either the observed behaviour of a Contact or a system change/or update of some sort.
It could some one or more of the following:
- A CRM user may convert a Lead to a Contact, associate it with an Account, and create an Opportunity.
- A CRM user may change the stage of an Opportunity.
- A Lead may download a specific piece of high-value content, i.e. a form submission.
- A Lead or Contact may engage with a specific Campaign combined with visits to certain high-value web pages on your website/CMS.
- A Lead may reach a pre-determined Lead Score.
As shown in the canvas example above, Shared Filters are one way to query a specific behaviour or set of behaviours and then complete and action.
Here’s another example: Imagine you’re a membership-based organisation
- A key objective for any membership-based organisation is the renewal cycle
- You may have all members renew on the same date each year, or
- Each member will renew on the anniversary of their join date
- Regardless, each member has a date on which their renewal is due
- As long as Eloqua can see the date against each Contact/Member, you can automate adding the member to an always-on renewal campaign
Expired credit cards are a common problem for annual auto-debits.
TIP: The Basic Edition of Eloqua includes five Profiler and Engage licences. Additional licences can be purchased as needed. The licensing allows the Sales Tools to be embedded in CRM platforms. Users can log in to the Sales Tools from anywhere they can access a web browser.
Quickly provide Sales, Service & others access to the insight Marketing captures
Prospect Profiler and Eloqua Engage are collectively referred to as Eloqua Sales Tools. These two applications work together but have two very different functions.
Profiler is a read-only tool that provides insight into your audience’s engagement with campaigns, your website, and external activities.
Engage empowers users to email one or more people using templates created by marketing and then view the recipient’s engagement in Profiler.
Prospect Profiler
Prospect Profiler can be accessed via a desktop, tablet or mobile web browser. Users can search for a person and easily view their engagement with Eloqua email campaigns and visits to Eloqua Landing Pages and your website. Data submitted via forms is visible i.e. you see the actual responses of the contact. External activities are also visible.
Engage
Engage provides sales and service users access to various email templates built and approved by the marketing and branding teams.
Marketing can enforce limits on the number of recipients the user can send one email to. This prevents rogue team members becoming a stand marketing department.
The CDP Institute is a vendor-neutral organisation. They have an excellent blog if you’re looking to better understand the CDP landscape.
Built for marketers, a CDP like Oracle Unity has become the must-have data tool for many organisations
The origins of Customer Data Platforms (CDP) date back to 2013. From the beginning, CDP was built for marketing to unify data from various areas of an organisation relating to a single person.
The latest updates made to Unity CDP — announced at the [Oracle] CloudWorld 2024 conference — are designed to offer marketers and sellers actionable account views that leverage customer intent data from marketing, sales, and service combined with finance, product usage, contract, and supply chain sources to help enterprises engage buying group members at target accounts with precise upsell and cross-sell opportunities, the company said.
SOURCE: cio.com | 11 September 2024
How does a CDP help?
One essential function of the CDP is to bring together customer-related data from across your organisation to create a single view of the customer.
Some refer to this as “the golden record“.
From here, marketers can build complex segments based on data from multiple sources.
Imagine data from finance, service, logistics, sales and more.
Compliance may get easier
Many European firms discovered a CDP made their 2018 GDPR compliance requirements easier.
The ability to capture not just profile and engagement data, but system data like “opt in and opt out dates” along with attribution data under a single profile, a very attractive solution for CX professionals and lawyers!
Oracle Unity | CDP
“Oracle Unity Customer Data Platform transforms enterprise-wide customer data into actionable, trusted, and AI-enabled customer profiles.
With complete and unified data, enterprises can create and activate audiences, generate more conversation-ready opportunities, personalise experiences, uncover insights, and optimise service operations.”
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