Globally, Eloqua users create more Landing Pages than they do emails. What about you?
Use cases to help you achieve more effective results from your campaigns with on-brand, no-code landing pages
What you need to know
- Selecting Eloqua Landing Pages vs. your CMS will primarily be driven by your campaign objectives.
- You can create a Landing Page once, save it as a template, and then deliver a no-code, on-brand experience for your Eloqua user community.
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Our Oracle Eloqua-certified team can help you create a library of on-brand templates to support a range of campaign objectives
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.
Why we covered Eloqua Landing Pages this month
Over the years I’ve sat in numerous meetings with clients where the discussion is much the same. I.T. are sometimes in the room and the topic of conversation is the need for landing pages for an upcoming campaign.
The question is asked by I.T. and some in marketing “Why would you want to use Eloqua Landing Pages, we have a CMS for all landing page requirements?” They usually follow with a range of excuses as to why the CMS should be used, but those excuses rarely focus on the CX and are rarely linked to campaign objectives.
Eloqua Landing Pages are not designed to replace your CMS. Eloqua or your CMS? It’s not a binary decision, each platform has unique attributes and functions, keep your campaign objectives and CX at the centre of your decision making process.
Review the key reasons below, they outline why you would use Eloqua Landing Pages in place of your CMS.
Eloqua’s Landing Pages are designed to support your campaign & CX objectives
When it comes to making a decision about where your campaign web content should sit, your CMS or Eloqua – we’d always suggested a strategic approach is always the best way to arrive at an answer.
Our Design for Automation™ process helps keep CX and strategy at the heart of any campaign development process. If you’d like to talk further about your marketing automation strategy and how it fits into your wider strategic objectives, let’s chat.
Creating a secure environment for your data capture
Combining your Eloqua Landing Pages and Eloqua Forms creates a far more secure way to capture leads. If you’re currently using 3rd-party apps/plug-ins to present forms on your CMS, you risk storing data in multiple places or passing through various environments to get to your CRM or lead management platform.
Using Eloqua Forms on Eloqua Landing Pages or embedding Eloqua Forms into your CMS can dramatically decrease the risk for safer, more secure form capture.
Key reasons why you would choose Eloqua Landing Pages over your CMS
- The ability to deliver Dynamic Content, both copy & images, to tailor each person’s experience
- Field Merge personalisation allows you to alter copy based on known details you have on the Eloqua Contact, Account record or in Custom Objects
- Delivering a pre-filled form based on what you already know about a person reduces form abandonment
- Progressive Profiling helps you collect a richer set of data with each form submission
- It’s hard for I.T. to create an on-brand, campaign-specific landing page with a tailored form in minutes. Eloqua users will spend more time writing copy and selecting images than they will building a landing page from a template
The secret is to create flexible, on-brand, no-code templates for your user community
We have many tips for creating email, landing page, and form design editor templates in Eloqua. Some of the most basic examples are to ensure a template contains Lorem ipsum. A common mistake I see is to take a current design editor asset and simply saving it as a template. This is messy and heightens the risk of error if a user forgets to type over or delete copy/content from the template.
Additional Eloqua components like Field Merges, Images, Shared Content and Dynamic Content can be incorporated into your Design Editor templates, and in many cases, it makes absolute sense to do that.
You may already have some landing page templates in place today. Is the team using them? Were the templates last edited in 2019? When you have a template library, a team member must own them and ensure they’re up-to-date, current, and on-brand.
Eloqua provides a specific access level: Some users can “edit” templates, while others can only “access” the templates.
Adding some magic to your templates
Given that I don’t know how to code in HTML or JavaScript, that might explain why I call it “adding some magic.” If we take our monthly Eloqua User Group as an example, I like to tell clients it’s templated to within an inch of its life!
Each month I access a range of templates from across our instance of Eloqua to support each step of the campaign build process.
The CSS/styling is built into my landing page templates. As a user, there’s nothing I need to do; there’s no code I need to touch.
The landing page templates also include some JavaScript which adds to the CX.
For example, we create a single registration page/form for two webinars each month. The form contains a single select picklist with two values where subscribers select either the AsiaPac or Americas/EMEA episode. Using some JavaScript one of the two episodes is automatically selected based on the person’s country. It’s one less value they need to select from the form.
Templates I use each month
- Multi-step campaign templates
- Segment templates
- Landing Page templates
- Form Template
- Email templates
Eloqua Templates Managers
Eloqua provides a specific interface to help you maintain and edit your template library. Template Managers are available for emails, landing pages, forms, and segments. In addition, you can grant access to a small group of users whose job it is to “own” the templates and keep them up-to-date and on-brand.
Discover use cases for Eloqua Landing Pages & Eloqua Forms
During the webinar, we covered two examples of landing pages created by Marketing Cube for clients. Each example followed the discussion process above, where I.T. felt the CMS was adequate. With further discussion, a more strategic view of the campaign and clarity about the desired CX, both clients decided to use Eloqua Landing Pages.
In addition, you can look at three Marketing Cube examples below, each with slightly different objectives.
A microsite for Eloqua User Group subscribers with additional resources
A form & landing page designed to generate subscribers
A microsite designed to support a specific subscription for events
Discover how our Marketing Automation agency services can help you deliver an exceptional CX
The team at Marketing Cube has been supporting marketing automation customers since 2007. We’ve provided agency services and traditional application support for close to 100 customers across a wide range of industries & geographies.
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.
