Your Eloqua Forms can do so much more than capture leads or registrations. This ‘Advanced’ Form Design Editor episode will inspire you to do more with Eloqua Forms.
Eloqua User Group | September
What you need to know
- Your Eloqua Forms provide a very secure way for you to capture PII (personally identifiable information) data, store it and send it to your CRM and other systems.
- There’s no reason why you should ever have to download form data from your CMS and then upload it to Eloqua. Website/CMS form data can flow securely directly into Eloqua.
- Beyond the no-code styling options in Eloqua, you can enhance the appearance of your Eloqua Forms on Eloqua Landing Pages with a little CSS magic. Learn more here.
- We have many clients who use Eloqua to deliver various types of surveys. With a bit of coding magic, you can create amazing experiences and securely store data in Eloqua, rather than relying on another 3rd-party platform. Learn more here.
Access our expertise to speed your form build time
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.
Our key objective in this episode was to stretch your thinking about Eloqua Forms and their role in your marketing automation campaigns
Earlier this year, we hosted an Eloqua User Group webinar, Fabulous Forms are Foundational for Fabulous Data. The episode was a “101” or “basic” introduction to forms. Following that episode, numerous subscribers asked that we take a deeper dive into Eloqua Forms; that’s the purpose of this episode.
Forms have always played an essential role in digital campaigns. In many cases, the form is the entry point into your systems. It’s the point where a person decides they want to give you information in exchange for something.
We like to refer to this as a fair and equitable exchange of information. Or at least, that’s the objective.
Legislative changes in the past 10+ years have added increased importance to these initial steps of the digital relationship. Organisations like yours must meet legal requirements when collecting data. For example, the EU’s GDPR (General Data Protection Regulation), California’s CCPA (California Consumer Privacy Act), the Australian Privacy Act and others.
Capturing & storing the ‘opt-in’ is the critical first step in your digital relationship
There are very few reasons why you shouldn’t include an opt-in checkbox
Each of your forms should have an opt-in checkbox. There would be very few reasons why you shouldn’t include an opt-in checkbox on a form. Put it this way, if a contact logs a complaint with the appropraite government agency who then asks you to prove the person gave you their consent to market to them, how well placed would you be to confirm when and how that consent/opt-in was provided?
Beginning with an audit of your forms is a great place to start
- Are you maximising your marketing automation forms?
- Have you applied some strategic thinking to your forms?
- We can help you stop form friction in its tracks!
By keeping your audience at the heart of your CX design, you can begin to create form experiences that remove form friction.
Adrian shared a three-point scale or perhaps a maturity model when it comes to forms. Most of us spend much of our time at Level 1. We’re capturing profile data and may utilise Eloqua’s Progressive Profiling to enhance the experience by presenting a form with pre-populated known profile data.
Level 1
Basic Data Collection
Level 2
Higher Value Data Collection
Level 3
Interactive Data Collection
Once you begin to realise the CX you can deliver with Eloqua Forms, you’ll want to push them further. As an example, we invite people to respond to our Design for Automation mini-assessment, a short 5-minute questionnaire. It feels like a survey; it’s had some CSS and JavaScript added to deliver a specific experience, but underneath all of the styling, it’s an Eloqua Form. You can access it here. Go ahead and respond to the assessment.
Using Adrian’s scale, I’d suggest the Design for Automation mini-assessment is perhaps level 2.5. The survey itself does not change based on the answers you provide; however, the form submission data does drive the content in the email you receive immediately following the form submission.
We have clients using Eloqua to deliver C-SAT (customer satisfaction) surveys and NPS (net-promoter score) surveys. The data is collected and stored in a custom data object, where we have helped them build Insight Dashboards for the business to access.
Access the webinar replay to watch Adrian expand on these 3 levels of form design
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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.
