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Luminary Tenets > E10: Personalizing Campaigns > Flashcards

E10: Personalizing Campaigns Flashcards

1
Q

Personalizing Campaigns

Lead nurturing is an ongoing conversation to…

A

help contacts learn why you are the best choice

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2
Q

Personalizing Campaigns

Does nurturing drive more growth in leads or inquiries?

A

Leads

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3
Q

Personalizing Campaigns

Close the gap - 4 steps

A

Lead information capture, scoring, routing, and monitoring

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4
Q

Personalizing Campaigns

4 categories in communication pyramid, going up

A

batch and blast, segment, one to one, right time right message

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5
Q

Personalizing Campaigns

7 rules of engagement

A
  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
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6
Q

Personalizing Campaigns

What is progressive profiling?

A

An approach where you don’t ask for same information more than once, and learn about customers in bits

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7
Q

Personalizing Campaigns

Why should you use clickstream data to build campaigns?

A

They outperform untargeted broadcast campaigns by nearly 4 to 1 (Forrester 2010)

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8
Q

Personalizing Campaigns

Why should you use best in class lead scoring programs?

A

Increase pipeline thickness by 27% vs. average of 12% (Aberdeen study)

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9
Q

Personalizing Campaigns

A lead that moves through all stages and has met marketing critieria is _____ to be passed through to Sales

A

qualified

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10
Q

Personalizing Campaigns

True or false: RPM is about building a predictable funnel

A

True

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11
Q

Personalizing Campaigns

Why is targeted communication effective?

A

drives a higher response rate since we have a better understanding of how to solve their problem

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12
Q

Personalizing Campaigns

What’s step 1 in creating a welcome campaign?

A

Define an objective.

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13
Q

Personalizing Campaigns

How do you find a best practice welcome template?

A

Template Gallery: Eloqua Best Practices

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14
Q

Personalizing Campaigns

What are the 4 kinds of Best Practices welcome campaigns in Eloqua?

A

Welcome, Event, Simple Nurture, Re-engagement

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15
Q

Personalizing Campaigns

What’s a spam trap?

A

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.

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16
Q

Personalizing Campaigns

What kind of campaign can be effective in removing spam traps and stalled people from your database?

A

Re-engagement campaign

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17
Q

Personalizing Campaigns

Can you add a URL into your template description area?

A

Yes.

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18
Q

Personalizing Campaigns

What’s a trigger-based campaign?

A

A campaign triggered by an event, such as someone visiting specific types of content on your website

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19
Q

Personalizing Campaigns

Can you create a segment to find people who’ve been added to your database in the last 24 hours?

A

Yes

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20
Q

Personalizing Campaigns

Where can you put campaign info in the description?

A

On a link or in Eloqua file storage

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21
Q

Personalizing Campaigns

how do you find new contacts using filter criteria?

A

Using date fields in Compare Contact Fields

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22
Q

Personalizing Campaigns

What are 3 ways to add members to a segment?

A

Filters, lists, upload individual contacts

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23
Q

Personalizing Campaigns

What are 4 good examples of members to exclude?

A

Competitors, employees, low value roles, @Eloqua email addresses

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24
Q

Personalizing Campaigns

Where are dynamic / personalization elements managed?

A

Component Library

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25
Q

Personalizing Campaigns

What are 4 personalization options?

A

Field Merges, Dynamic Content, Signature Layout, Signature Rules

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26
Q

Personalizing Campaigns

Where do Signature Layouts pull in information from?

A

The Eloqua User fields

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27
Q

Personalizing Campaigns

What’s an important thing to check before you personalize?

A

Is your data normalized?

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28
Q

Personalizing Campaigns

What types of data can or should be normalized? Give 6 examples.

A

Job titles, job levels, industry sectors, industry type, country, regions

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29
Q

Personalizing Campaigns

define: field merge

A

piece of dynamic content that pulls info from Contact or Account record for use in emails, on landing pages or forms.

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30
Q

Personalizing Campaigns

what is the default value on a field merge?

A

a value that is substituted in case there is no data for the field

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31
Q

Personalizing Campaigns

Would you use a default value to prepopulate a form field?

A

No!

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32
Q

Personalizing Campaigns

What’s a good best practice for naming a field merge?

A

Include the default value

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33
Q

Personalizing Campaigns

Do forms and landing pages change the flow in a campaign?

A

No, they’re added to the Campaign Canvas for reporting only.

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34
Q

Personalizing Campaigns

Can you include field merges in your email header or footer?

A

Yes.

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35
Q

Personalizing Campaigns

Why do we use E9 editors for signature layouts?

A

Because we can access user fields.

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36
Q

Personalizing Campaigns

Who sets up user fields?

A

The administrator

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37
Q

Personalizing Campaigns

Do users count against your Eloqua license?

A

No, they just allow you to create email users.

38
Q

Personalizing Campaigns

Can you create new user field names?

A

No but you can repurpose existing ones such as Personal URL

39
Q

Personalizing Campaigns

Name the two modes of signature layout creation

A

WYSIWYG mode and Source mode

40
Q

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?

A

Eloqua won’t send it

41
Q

Personalizing Campaigns

What is something you can tell from the blue handle?

A

That you can navigate directly into the editor.

42
Q

Personalizing Campaigns

define: dynamic signature rule

A

the instructions for displaying who the email is coming from

43
Q

Personalizing Campaigns

what’s a default user in a signature rule?

A

A fallback user in case the signature rule isn’t met - to make sure the email gets sent from someone

44
Q

Personalizing Campaigns

In defining signature rules how can you check for how consistent the data is?

A

Dropdown menu - View Field Details

45
Q

Personalizing Campaigns

What can you change in advanced settings on signature rules?

A

Sender Display Name, Sender Reply-to Address, Reply-to Display Name, Reply-to Address

46
Q

Personalizing Campaigns

How do you configure an email to send out via signature rules?

A

Configure by double-clicking email from campaign canvas

47
Q

Personalizing Campaigns

What’s a caution for using dynamic content in emails?

A

Make sure the HTML content is appropriate for dropping into an email

48
Q

Personalizing Campaigns

What’s a best practice for dynamic content?

A

Include default content in case there’s no data to personalize

49
Q

Personalizing Campaigns

What’s a nifty way to send out multiple language versions of an email?

A

Dynamic content (use with a rule that looks up their language)

50
Q

Personalizing Campaigns

Newsletter / dynamic content application

A

Create articles using dynamic content rules / preference center

51
Q

Personalizing Campaigns

In dynamic content what does full editor mode do?

A

Gives access to full image library, field merges, hyperlinks, etc.

52
Q

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

A

Don’t initiate contact without a clear objective

53
Q

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

A

Start with customer, not with product

54
Q

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

A

Pick up where last interaction left off

55
Q

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

A

Don’t ask for same info more than once

56
Q

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

A

Make the interaction personal and personalized

57
Q

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

A

Deliver info that reflects what you’ve learned about them

58
Q

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. ______

A

Learn about customers in bits, not all at once

59
Q

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?

A

Welcome Campaign

60
Q

Where can you find a configuration guide for Eloqua’s Best Practice templates?

A

In the Template Gallery.

61
Q

What campaign element would you use to exclude certain members from the workflow?

A

Decision Step

62
Q

In the Best Practice Welcome Campaign, how much time is allowed between Emails 1 and 2 and between Emails 2 and 3?

A

4 days.

63
Q

How do you add Field Merges to your signature layout?

A

Select “Insert User Field” from the bottom functionality bar in the Signature Layout Editor.

64
Q

Name two ways you can test sending an email with a signature layout.

A

(1) Test Send, (2) Send from Canvas

65
Q

Where in Eloqua do you create field merges?

A

Assets > Component Library > Field Merge

66
Q

When you test send an email with a signature, what do you have to remember?

A

To select a User from whom to send

67
Q

The Signature Rule is often referred to as a ________

A

Dynamic Signature

68
Q

Where can you change your own Signature Fields?

A

Setup > Profile

69
Q

Where can you set up signature fields for other users?

A

Setup > Users; search for a specific user.

70
Q

Can you update multiple user profile information at one time?

A

Yes - this option is available to Administrative users in the setup area.

71
Q

To send an email with a signature rule from the Campaign Canvas,

A

doubleclick into any Email asset, select the Signature tab and check the box to use a Signature.

72
Q

Use your ______ to apply logic to the use of your Signature Layout.

A

Signature Rule

73
Q

What’s a different thing to do with Signature Layout?

A

Place it near the top, and include a “Get to know me” link that links to a bio page.

74
Q

In a Signature Rule, how do you define the sender of the email?

A

With a Key Contact Field.

75
Q

____ is targeted content inserted into emails and landing pages based on the recipient’s contact information.

A

Dynamic content

76
Q

Define dynamic content.

A

Targeted content inserted into emails and landing pages based on the recipient’s contact information.

77
Q

Can any contact field act as a trigger for dynamic content?

A

Yes.

78
Q

What acts as a trigger for dynamic content?

A

Any contact field.

79
Q

Dynamic content allows you to deliver a one-to-one message without ____

A

building multiple emails.

80
Q

What are two ways to preview Dynamic Content in an email or landing page?

A

(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.

81
Q

The ____ determines which piece of content is presented in the email or landing page.

A

Dynamic Content Rule

82
Q

Every Dynamic Content Rule needs ____

A

default content, in case an email recipient does not fit the criteria.

83
Q

What is Advanced Dynamic Content?

A

It is similar to creating a set of filter criteria, and involves adding multiple criteria for one Dynamic Content Rule.

84
Q

How do you create Advanced Dynamic Content?

A

By clicking the plus sign in the bottom right of the Dynamic Content window.

85
Q

In creating Advanced Dynamic Content, can you combine criteria using AND or OR booleans and group them using parentheses?

A

Yes.

86
Q

How do you get to Dynamic Content in Eloqua?

A

Assets > Component Library > Dynamic Content

87
Q

True or false? Dynamic Content is only for emails.

A

False - Dynamic Content can also be used on landing pages.

88
Q

What does every Dynamic Content rule need?

A

Default content.

89
Q

A key point in automating the process of personalizing campaigns is to provide a real-time feed from _______

A

different lead sources.

90
Q

How do you allow leads to “raise their hand”?

A

With secondary call-to-actions.

91
Q

In personalizing content, how do you keep leads interested?

A

By telling them what is coming next.

92
Q

How can you determine when a lead’s interest has increased?

A

By tracking online activity and using lead scoring.

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