Marketing Automation Tools for Eloqua Operations - From DocuSign's Ryan Schwartz


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DocuSign's Ryan Schwartz shares the practical tools that Eloqua administrators can use for Eloqua campaign setup, campaign name generators, blind form submit, data normalization, and referrer tracking. Presented at the 2013 B2B Modern Marketing Roundup in Seattle with Heinz Marketing.

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Marketing Automation Tools for Eloqua Operations - From DocuSign's Ryan Schwartz

  1. 1. Marketing Automation Tools Ryan Schwartz Sr. Manager, Marketing Automation & Operations DocuSign #MMR
  2. 2. Admin Tools to Simplify Complex Problems• Web-based Campaign Name Generator• Web-based Blind Form Submit Generator• Contact Normalization the Easy Way• Appendix: Referrer Tracking via Custom Objects #MMR
  3. 3. Web-Based Campaign Name Generator• Web-based, easy-to- update with minimized disruption• Campaign name is used across all campaign- related assets• Generator• Architectural Deck #MMR
  4. 4. Effectiveness of Naming Convention• Easy to find related assets• Tells you where to place an asset in the architecture• Easy reporting Search is a tool, not a means of organization #MMR
  5. 5. Blind Form Submit Generator• A blind form submit processes a form submission for processing without the awareness or interaction of the user• Ideal for nurture campaign asset tracking, triggering processes on click events, etc. #MMR
  6. 6. Blind Form Submit ResultNote: Blind form submits do not support click-through tracking at the email level #MMR
  7. 7. Blind Form Submit Usage• The generator will provide the URL to use in the hyperlink of your email.• Add two fields to the target form, “Blind Form Submit” (bfs) and “Blind Form Submit Source” (bfss).• Make auto-response conditional• Make conditional redirect• Resulting string: WBIntroductionWebinarOnDemand0712NA- 13442999459&elqCustomerGUID=&elqCookieWrite=0&email=<span class=eloquaemail>EmailAddress</span>&bfs=1&bfss=Int_WB_Sample%2 0Webinar_03_13_NA%20-%20Invite #MMR
  8. 8. Contact Normalization• Historically done through a “Contact Washing Machine” using a series of update rules to normalize geo information, role, and department.• Contact Data Normalizer cloud connector automates the normalization using the intelligence of the entire Eloqua database as a normalization source. #MMR
  9. 9. Contact Data Normalizer Connector #MMR
  10. 10. Referrer Tracking• Traditionally done through custom campaigns – If not using campaign hierarchies, made it difficult to measure the effectiveness of the campaign because there were multiple campaigns for one initiative• By using custom objects, you can capture referrers, per form, and report on referrals per initiative with a single campaign• Details in Appendix #MMR
  11. 11. #MMR• Ryan Schwartz• Sr. Manager, Marketing Automation & Operations• DocuSign• @schwartzrw
  12. 12. Appendix: Referrer Custom Objects• Jump IDs – Used to store referential data• Jump ID Submissions – Used to log submissions• Contact field for “Last Submitted Jump Id” #MMR
  13. 13. Appendix: Updating Form to Track Referrer• Hidden jump id and jump id submission fields• Processing step to create a custom object record• Example: /?jumpid=samplejumpmid #MMR
  14. 14. Appendix: Referrer ResultCustom objectrecordContact record #MMR
  15. 15. Appendix: Referrer Reporting #MMR
  16. 16. Appendix: Other uses for custom objects• Campaign member syncing• Opportunity syncing• Custom object syncing #MMR