You can easily create engaging forms with Eloqua’s code-free Form Design Editor
An introduction to Eloqua’s Form Design Editor
What you need to know
- Your Eloqua forms are incredibly flexible and can perform many functions, not just event registration, content download or “Contact Us”.
- Beyond the usual use of forms for event registration, thought leadership downloads and enquiry forms, Eloqua forms can also be used to deliver surveys, customer satisfaction surveys, NPS, calculators and more.
- Form Processing Steps are the “brains” of the form. Through the processing steps, you can send form submission data to various 3rd party systems like your CRM, ERP and more. A common use case is to add form submission data to an Eloqua Custom Object. This can be helpful for Insight Dashboards and general Insight reporting.
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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.
Unlocking the Power of Eloqua Forms: The cornerstone of first-party data & exceptional CX
The value of first-party data has never been higher. With increasing privacy regulations, such as the updated Australian Privacy Act, and the gradual decline of third-party cookies, organisations are rethinking how they engage, understand, and deliver value to their customers.
For Eloqua users, forms are not just a technical necessity; they are a strategic asset at the heart of any robust first-party data strategy and a linchpin for delivering exceptional customer experiences.
Why first-party data matters more than ever
First-party data, information that customers share directly with your brand, is the most reliable, compliant, and actionable data you can collect. It fuels personalisation, drives segmentation, and underpins every meaningful interaction along the customer journey.
Unlike third-party data, which is often generic or outdated, first-party data is fresh, relevant, and gathered with explicit consent, fitting perfectly with regulatory expectations and customer trust.
Forms: The front door to your data strategy
Forms are the primary touchpoint for collecting first-party data. Whether it’s a gated asset download, a webinar registration, or a “Contact Us” enquiry, every form submission is an opportunity to learn more about your audience and deliver value in return.
For Eloqua users, forms go far beyond basic data capture—they are dynamic, integrated tools that can transform anonymous visitors into known contacts and nurture them through tailored journeys.
What makes your Eloqua forms stand out
Eloqua’s form capabilities are designed for marketers who want to do more than collect names and emails.
Here’s how Eloqua forms can impact your data strategy and CX:
Progressive Profiling
Eloqua forms can be configured to ask different questions each time a contact engages, gradually building a richer profile without overwhelming the user. This reduces friction and increases completion rates while capturing more valuable data over time.
Personalisation at Scale
Using data collected via forms, Eloqua enables hyper-personalised campaigns. The more you know about your audience, the more relevant your content and offers become, driving higher engagement and conversions.
Real-Time Data Sync
Eloqua forms integrate seamlessly with CRM and other systems, ensuring that every submission updates the contact record in real time. This enables sales, service, and other teams to act quickly on hot leads and ensures that marketing always works with the latest data.
Compliance & Consent Management
With privacy regulations tightening, Eloqua forms allow you to manage consent preferences and capture audit trails, demonstrating your commitment to data privacy and building trust with your audience.
Advanced Lead Scoring & Routing
Data captured through forms can trigger lead scoring models and automated workflows, ensuring that high-intent prospects are prioritised and routed to sales immediately.
Optimising the Customer Journey with Forms
Every interaction with a form is a moment of truth in the customer journey. Well-designed forms are intuitive, mobile-friendly, and relevant to the user’s context. By mapping forms to specific stages of the journey, awareness, consideration, decision, you can deliver the right message and capture the right data at the right time.
For example:
- Top-of-Funnel: Keep forms short and focused on basic details to maximise conversions.
- Mid-Funnel: Use progressive profiling to gather additional insights as trust builds.
- Bottom-of-Funnel: Capture detailed information that helps sales tailor their outreach and close deals faster.
Why you should revisit your use of templates
With the arrival of Release 25B in May 2025, Eloqua clients now have access to Template Managers for:
NEW Template Managers
*NOTE: You can only change/edit the template using the Redwood experience. In the classic UI, you can rename, delete, and copy templates using the template chooser.
Template capability has been available for Emails and Landing Pages for a long time. How well do you use these today?
If you currently “save-as” multi-step campaigns, forms or segments, you’ll find well-designed templates a far better way to build your assets. We’ll cover this topic in an upcoming Eloqua User Group webinar.
Form Validation, trust people & they may surprise you
The validation process allows you to make a question required or optional. From a technical perspective, email address is the only “required” field Eloqua needs on a form.
TIP: Not all questions on your form need to be required. Asking for a phone number is a great example. A client in real estate always had mobile/cell number as required.
They’d often get numbers like “5555-123-123”. Once they made the field optional, people still provided a phone number and at least when they did, it was a real phone number.
The Form Design Editor is presented in two parts.
- Design – where you allocate fields, name them, and assign basic design attributes. Your form’s real “design” takes place on the Eloqua landing page, where you add colour, fonts, font size, background colours, etc.
- Processing is how you control what happens once a person submits your form. e.g. send them an auto-responder email, present a specific confirmation landing page or send their information to your CRM or other systems.
You can see in the screen grab below you have the ability to assign columns along with a range of “Form Elements”.
