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.

1. Marketing Automation Tools
Ryan Schwartz
Sr. Manager, Marketing Automation &
Operations
DocuSign
#MMR

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. 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
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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
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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.
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6. Blind Form Submit Result
Note: Blind form submits do not support click-through tracking at the email level
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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:
http://secure.eloqua.com/e/f2?elqSiteID=XXXXXXXX&elqFormName=iNT
WBIntroductionWebinarOnDemand0712NA-
13442999459&elqCustomerGUID=&elqCookieWrite=0&email=<span
class=eloquaemail>EmailAddress</span>&bfs=1&bfss=Int_WB_Sample%2
0Webinar_03_13_NA%20-%20Invite
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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.
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9. Contact Data Normalizer Connector
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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
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11. #MMR
• Ryan Schwartz
• Sr. Manager, Marketing Automation &
Operations
• DocuSign
• @schwartzrw

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. Appendix: Updating Form to Track
Referrer
• Hidden jump id and jump
id submission fields
• Processing step to create
a custom object record
• Example:
http://www.docusign.com/register
/?jumpid=samplejumpmid
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14. Appendix: Referrer Result
Custom object
record
Contact record
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15. Appendix: Referrer Reporting
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16. Appendix: Other uses for custom
objects
• Campaign member syncing
• Opportunity syncing
• Custom object syncing
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