Eloqua Guided Campaigns provide a simplified way for non-marketers to drive revenue
Eloqua User Group | Webinar Replay
What you need to know
- The first thing to understand is that Guided Campaigns is an App, not a standalone marketing automation platform. The target audience is non-core marketers. The primary purpose is to provide a simplified way for users to access pre-prepared, on-brand content built by Marketing and to be in a position to launch their own bespoke campaigns to targeted audiences.
- The Guided Campaigns app is an add-on licence (similar to Eloqua Profiler & Engage) that is available for all Eloqua clients. You are entitled to 5 and 10 free licenses for Standard and Enterprise Eloqua trims, respectively. If you require additional licenses, don’t hesitate to get in touch with Marketing Cube or your Oracle account representative for more information..
- Guided Campaigns users can only access on-brand assets built by the marketing team.
Access our expertise to help you implement
Eloqua Guided Campaigns
If you’d like help with any of the aspects covered in this blog post, please get in touch with Marketing Cube Support or email Derek directly.
What’s the key reason you should explore & consider Eloqua Guided Campaigns?
Oracle developed Guided Campaigns to address the growing need for greater unification between Sales and Marketing while also enabling other non-marketers access to Eloqua’s functions via a simplified interface.
Creating conversation-ready opportunities
For as long as I can remember, most marketers have been measured by the quantity and/or quality of the leads they deliver to the sales team via the CRM. Guided Campaigns allow sales to get more actively involved in the marketing process with access to a range of pre-approved, on-brand assets built by marketing.
During the campaign creation process, the Guided Campaigns User is prompted to assign a set of “qualification criteria”. This could be as significant as the campaign member submitting a specific form or as little as clicking on specific content. It will be interesting to see what sales see as buyer behaviour.
When the criteria have been met, Eloqua sends the relevant details to the CRM (Oracle CX Sales CRM or Salesforce Sales Cloud CRM) and creates an opportunity. If the marketing team is measured on marketing qualified leads, I’d suggest you need to think through the impact of bypassing leads and going directly to the opportunity creation step.
Ahh, are you saying the Sales team will do their own marketing?
No, I’m not saying that. However, my early observations of Guided Campaigns and the flexibility it can provide to users does require some thinking by the ‘business’, especially around current approval processes, campaign schedule planning and more. Implementing Guided Campaigns also provides an opportunity to consider how these communications are going to work in parallel with central marketing.
Where should you start?
As with implementing any new tool in the office, we suggest starting with strategic review to determine what business problem you have today that Guided Campaigns could address.
Then start with a pilot group. Typically, a group of colleagues who are a little more adept with technology and who would be in a position to quickly realise the value of Guided Campaigns.
A webinar attendee asked, “What happens if a salesperson sends a campaign to X number of people at the same time marketing launches a campaign?”
You may quickly discover that simply creating a Guided Campaigns User in Eloqua is insufficient.
You will likely have bespoke access requirements.
We do this on a daily basis, please reach out to Marketing Cube for advice and assistance.
New Guided Campaigns users will need some marketing coaching
- The sales team must understand the impact of the campaigns they build, the time they’re launching them, and how their campaign fits into the planned campaign schedule. How familiar are your non-marketing colleagues with your campaign schedule?
- Guided Campaigns users can be restricted from activating a campaign. Eloqua’s Campaign Approval workflow can be used.
- Marketing will ensure users have access to your current, on-brand, and on-message templates.
My #1 Tip:
DO NOT make the mistake of adding the Guided Campaigns Security Group to your existing Eloqua users. Only add it to new users who you designate as Guided Campaigns users.
Guided Campaigns users are taken through a step-by-step process to create their campaign
The diagram below provides a visual representation of the wizard-style process experienced by the Guided Campaigns user. They begin with selecting a tactic and progress through five stages until finally they can either submit the campaign for approval or activate the campaign themselves.
Automated campaign design to simplify the experience for users
Tactics are a new way to think about types of marketing campaigns.
Tactics allow you to build a campaign for a particular purpose to support your marketing campaigns. For example, perhaps you just need to send a single email or a send plus a resend, or maybe you need to send a series of emails to your users.
Whatever your need, there will likely be a tactic to support your initiative, and new ones are constantly being added.
Each tactic has a specifically crafted guided process. You add the assets you want to leverage, and the campaign logic is automatically created for you, allowing you to get up and running simply and easily.
SOURCE: Read further at the Oracle Eloqua Help Centre | Guided Campaigns Tactics
Users complete the campaign in five steps
The screenshot below shows a wizard approach with five steps. The user begins by selecting the intended audience from a list of Segments created by Marketing. The user only sees Segments that their permissions allow.
What’s new, what’s coming?
Eloqua Release 25A
Eloqua’s latest quarterly release was delivered in the first half of February, and it features a range of new functions, enhancements, app updates, and more.
- Redwood UX: The big news is that you can now manage templates via dedicated Segment and Form template managers.
- Custom Object Records: To help with privacy & compliance, you can now ensure all custom object record data related to a Contact is also deleted when you delete the Contact. You determine this by each custom object.
- Insight Reporting: The Agent Usage Insight Dashboard gives you a simple way to audit any automated reports you have running using the Insight Agent feature.
- Reporting API: A new endpoint (activityDetails/1/landingPageVisit) & properties.
Aggregate data queries are now enabled for all activity endpoints. - LinkedIn Campaign Manager App: Company matching service becomes generally available (was previously in controlled availability)
- Bulk API, Salesforce App, CX Sales App and more!
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If you’ve been using marketing automation for some time and are looking for agency services, such as strategic services, end-user coaching/training, campaign support, and more, contact us today to discuss how we can help you.
