E10: Personalizing Campaigns Flashcards
Personalizing Campaigns
Lead nurturing is an ongoing conversation to…
help contacts learn why you are the best choice
Personalizing Campaigns
Does nurturing drive more growth in leads or inquiries?
Leads
Personalizing Campaigns
Close the gap - 4 steps
Lead information capture, scoring, routing, and monitoring
Personalizing Campaigns
4 categories in communication pyramid, going up
batch and blast, segment, one to one, right time right message
Personalizing Campaigns
7 rules of engagement
- Don’t initiate contact without a clear objective; 2. Start with customer, not with product; 3. Pick up where last interaction left off; 4. Don’t ask for same info more than once; 5. Make the interaction personal and personalized; 6. Deliver info that reflects what you’ve learned about them; 7. Learn about customers in bits, not all at once
Personalizing Campaigns
What is progressive profiling?
An approach where you don’t ask for same information more than once, and learn about customers in bits
Personalizing Campaigns
Why should you use clickstream data to build campaigns?
They outperform untargeted broadcast campaigns by nearly 4 to 1 (Forrester 2010)
Personalizing Campaigns
Why should you use best in class lead scoring programs?
Increase pipeline thickness by 27% vs. average of 12% (Aberdeen study)
Personalizing Campaigns
A lead that moves through all stages and has met marketing critieria is _____ to be passed through to Sales
qualified
Personalizing Campaigns
True or false: RPM is about building a predictable funnel
True
Personalizing Campaigns
Why is targeted communication effective?
drives a higher response rate since we have a better understanding of how to solve their problem
Personalizing Campaigns
What’s step 1 in creating a welcome campaign?
Define an objective.
Personalizing Campaigns
How do you find a best practice welcome template?
Template Gallery: Eloqua Best Practices
Personalizing Campaigns
What are the 4 kinds of Best Practices welcome campaigns in Eloqua?
Welcome, Event, Simple Nurture, Re-engagement
Personalizing Campaigns
What’s a spam trap?
A spam trap is where ISP’s close down a live email address and reactivate it, and seed it into certain lists. They use them to sniff out non-permission-based marketing.
Personalizing Campaigns
What kind of campaign can be effective in removing spam traps and stalled people from your database?
Re-engagement campaign
Personalizing Campaigns
Can you add a URL into your template description area?
Yes.
Personalizing Campaigns
What’s a trigger-based campaign?
A campaign triggered by an event, such as someone visiting specific types of content on your website
Personalizing Campaigns
Can you create a segment to find people who’ve been added to your database in the last 24 hours?
Yes
Personalizing Campaigns
Where can you put campaign info in the description?
On a link or in Eloqua file storage
Personalizing Campaigns
how do you find new contacts using filter criteria?
Using date fields in Compare Contact Fields
Personalizing Campaigns
What are 3 ways to add members to a segment?
Filters, lists, upload individual contacts
Personalizing Campaigns
What are 4 good examples of members to exclude?
Competitors, employees, low value roles, @Eloqua email addresses
Personalizing Campaigns
Where are dynamic / personalization elements managed?
Component Library
Personalizing Campaigns
What are 4 personalization options?
Field Merges, Dynamic Content, Signature Layout, Signature Rules
Personalizing Campaigns
Where do Signature Layouts pull in information from?
The Eloqua User fields
Personalizing Campaigns
What’s an important thing to check before you personalize?
Is your data normalized?
Personalizing Campaigns
What types of data can or should be normalized? Give 6 examples.
Job titles, job levels, industry sectors, industry type, country, regions
Personalizing Campaigns
define: field merge
piece of dynamic content that pulls info from Contact or Account record for use in emails, on landing pages or forms.
Personalizing Campaigns
what is the default value on a field merge?
a value that is substituted in case there is no data for the field
Personalizing Campaigns
Would you use a default value to prepopulate a form field?
No!
Personalizing Campaigns
What’s a good best practice for naming a field merge?
Include the default value
Personalizing Campaigns
Do forms and landing pages change the flow in a campaign?
No, they’re added to the Campaign Canvas for reporting only.
Personalizing Campaigns
Can you include field merges in your email header or footer?
Yes.
Personalizing Campaigns
Why do we use E9 editors for signature layouts?
Because we can access user fields.
Personalizing Campaigns
Who sets up user fields?
The administrator
Personalizing Campaigns
Do users count against your Eloqua license?
No, they just allow you to create email users.
Personalizing Campaigns
Can you create new user field names?
No but you can repurpose existing ones such as Personal URL
Personalizing Campaigns
Name the two modes of signature layout creation
WYSIWYG mode and Source mode
Personalizing Campaigns
If you don’t use a signature rule in an email, or somehow indicate who it should be sent from, and you use a signature layout, what happens?
Eloqua won’t send it
Personalizing Campaigns
What is something you can tell from the blue handle?
That you can navigate directly into the editor.
Personalizing Campaigns
define: dynamic signature rule
the instructions for displaying who the email is coming from
Personalizing Campaigns
what’s a default user in a signature rule?
A fallback user in case the signature rule isn’t met - to make sure the email gets sent from someone
Personalizing Campaigns
In defining signature rules how can you check for how consistent the data is?
Dropdown menu - View Field Details
Personalizing Campaigns
What can you change in advanced settings on signature rules?
Sender Display Name, Sender Reply-to Address, Reply-to Display Name, Reply-to Address
Personalizing Campaigns
How do you configure an email to send out via signature rules?
Configure by double-clicking email from campaign canvas
Personalizing Campaigns
What’s a caution for using dynamic content in emails?
Make sure the HTML content is appropriate for dropping into an email
Personalizing Campaigns
What’s a best practice for dynamic content?
Include default content in case there’s no data to personalize
Personalizing Campaigns
What’s a nifty way to send out multiple language versions of an email?
Dynamic content (use with a rule that looks up their language)
Personalizing Campaigns
Newsletter / dynamic content application
Create articles using dynamic content rules / preference center
Personalizing Campaigns
In dynamic content what does full editor mode do?
Gives access to full image library, field merges, hyperlinks, etc.
Seven rules of engagement: 1. _____; 2. Start with customer, not with product; 3. Pick up where last interaction left off; 4. Don’t ask for same info more than once; 5. Make the interaction personal and personalized; 6. Deliver info that reflects what you’ve learned about them; 7. Learn about customers in bits, not all at once
Don’t initiate contact without a clear objective
Seven rules of engagement: 1. Don’t initiate contact without a clear objective; 2. _____; 3. Pick up where last interaction left off; 4. Don’t ask for same info more than once; 5. Make the interaction personal and personalized; 6. Deliver info that reflects what you’ve learned about them; 7. Learn about customers in bits, not all at once
Start with customer, not with product
Seven rules of engagement: 1. Don’t initiate contact without a clear objective; 2. Start with customer, not with product; 3. ______; 4. Don’t ask for same info more than once; 5. Make the interaction personal and personalized; 6. Deliver info that reflects what you’ve learned about them; 7. Learn about customers in bits, not all at once
Pick up where last interaction left off
Seven rules of engagement: 1. Don’t initiate contact without a clear objective; 2. Start with customer, not with product; 3. Pick up where last interaction left off; 4. _____; 5. Make the interaction personal and personalized; 6. Deliver info that reflects what you’ve learned about them; 7. Learn about customers in bits, not all at once
Don’t ask for same info more than once
Seven rules of engagement: 1. Don’t initiate contact without a clear objective; 2. Start with customer, not with product; 3. Pick up where last interaction left off; 4. Don’t ask for same info more than once; 5. _____; 6. Deliver info that reflects what you’ve learned about them; 7. Learn about customers in bits, not all at once
Make the interaction personal and personalized
Seven rules of engagement: 1. Don’t initiate contact without a clear objective; 2. Start with customer, not with product; 3. Pick up where last interaction left off; 4. Don’t ask for same info more than once; 5. Make the interaction personal and personalized; 6. ______; 7. Learn about customers in bits, not all at once
Deliver info that reflects what you’ve learned about them
Seven rules of engagement: 1. Don’t initiate contact without a clear objective; 2. Start with customer, not with product; 3. Pick up where last interaction left off; 4. Don’t ask for same info more than once; 5. Make the interaction personal and personalized; 6. Deliver info that reflects what you’ve learned about them; 7. ______
Learn about customers in bits, not all at once
What kind of campaign has the objective of targeting net new contacts added to the database within the last 24 hours and driving them to the corporate website within a 2 week period?
Welcome Campaign
Where can you find a configuration guide for Eloqua’s Best Practice templates?
In the Template Gallery.
What campaign element would you use to exclude certain members from the workflow?
Decision Step
In the Best Practice Welcome Campaign, how much time is allowed between Emails 1 and 2 and between Emails 2 and 3?
4 days.
How do you add Field Merges to your signature layout?
Select “Insert User Field” from the bottom functionality bar in the Signature Layout Editor.
Name two ways you can test sending an email with a signature layout.
(1) Test Send, (2) Send from Canvas
Where in Eloqua do you create field merges?
Assets > Component Library > Field Merge
When you test send an email with a signature, what do you have to remember?
To select a User from whom to send
The Signature Rule is often referred to as a ________
Dynamic Signature
Where can you change your own Signature Fields?
Setup > Profile
Where can you set up signature fields for other users?
Setup > Users; search for a specific user.
Can you update multiple user profile information at one time?
Yes - this option is available to Administrative users in the setup area.
To send an email with a signature rule from the Campaign Canvas,
doubleclick into any Email asset, select the Signature tab and check the box to use a Signature.
Use your ______ to apply logic to the use of your Signature Layout.
Signature Rule
What’s a different thing to do with Signature Layout?
Place it near the top, and include a “Get to know me” link that links to a bio page.
In a Signature Rule, how do you define the sender of the email?
With a Key Contact Field.
____ is targeted content inserted into emails and landing pages based on the recipient’s contact information.
Dynamic content
Define dynamic content.
Targeted content inserted into emails and landing pages based on the recipient’s contact information.
Can any contact field act as a trigger for dynamic content?
Yes.
What acts as a trigger for dynamic content?
Any contact field.
Dynamic content allows you to deliver a one-to-one message without ____
building multiple emails.
What are two ways to preview Dynamic Content in an email or landing page?
(1) click on the blue arrows (2) preview your email or landing page, then go into the contact record and change the field value for the key contact field, and preview again.
The ____ determines which piece of content is presented in the email or landing page.
Dynamic Content Rule
Every Dynamic Content Rule needs ____
default content, in case an email recipient does not fit the criteria.
What is Advanced Dynamic Content?
It is similar to creating a set of filter criteria, and involves adding multiple criteria for one Dynamic Content Rule.
How do you create Advanced Dynamic Content?
By clicking the plus sign in the bottom right of the Dynamic Content window.
In creating Advanced Dynamic Content, can you combine criteria using AND or OR booleans and group them using parentheses?
Yes.
How do you get to Dynamic Content in Eloqua?
Assets > Component Library > Dynamic Content
True or false? Dynamic Content is only for emails.
False - Dynamic Content can also be used on landing pages.
What does every Dynamic Content rule need?
Default content.
A key point in automating the process of personalizing campaigns is to provide a real-time feed from _______
different lead sources.
How do you allow leads to “raise their hand”?
With secondary call-to-actions.
In personalizing content, how do you keep leads interested?
By telling them what is coming next.
How can you determine when a lead’s interest has increased?
By tracking online activity and using lead scoring.
