YOUR GUIDE TO INTEGRATING TACTILE MARKETING AUTOMATION INTO ELOQUA. Create a successful Tactile Marketing Automation campaign using Eloqua

Transcription

1 YOUR GUIDE TO INTEGRATING TACTILE MARKETING AUTOMATION INTO ELOQUA Create a successful Tactile Marketing Automation campaign using Eloqua

2 Contents Introduction 3 Integrating TMA into Eloqua Part I 5 Getting started Building a new campaign 7 Adding TMA to an existing campaign 10 Personalizing 14 Part III 23 Optional workflows for using TMA Use Case: Customer on-boarding success 24 Conclusion 26 Add depth and power to your campaigns About PFL 30 Part II 15 Measurement, campaign attribution and reporting Tracking completions and errors 17 Automatic notifications from FedEx 18 Campaign associations with Salesforce 21 2

3 Introduction Integrating Tactile Marketing Automation into Eloqua So you want to bring the power of direct and dimensional mail into your marketing mix. Good choice! This guide will walk you through the steps you need to set up a repeatable, successful campaign in Eloqua. PFL s Tactile Marketing Automation (TMA ) works with digital channels to create an amazing customer experience, even before someone is a customer. Integrated tightly with Eloqua, the solution makes it simple to send dimensional mail from within Eloqua. Marketers using Eloqua can add dimensional mail into new or existing campaigns, ensuring personalized, high-touch mail delivery and tracking to enhance campaign efforts and drive conversions. What is TMA? The Tactile Marketing Automation (TMA) solution helps marketers drive results through the send of personalized, high-impact dimensional mail, directly from their marketing automation platform. 3

4 Introduction TMA brings fulfillment to your nurture campaigns. It is simple: just another automated step in your Eloqua workflow. This user guide will help you use the solution in some of the most common scenarios. At the end of the guide, you ll find links to resources that ll help you go even further with TMA and Eloqua. Getting help from an Eloqua expert who can guide you through the process is another great option. Let s get started! 4

5 Part I Getting started 5

6 Part I Getting started Once you ve implemented TMA into your Eloqua instance, you can add it to any new or existing campaign. This section briefly describes how to add the solution into new or existing campaigns with just a few simple steps. If you need help understanding the basics of Eloqua, please refer to the following resources: Online Help Center Eloqua User Guide 6

7 Part I: Getting started Building a new campaign with TMA Following are steps to creating a new campaign that includes TMA: TMA is available in Eloqua. If you see the Preview new menu button to the far right, click on it to use the new menu. If you re in the new menu, click Orchestration and drag down to Campaigns. If you re using the old menu, click on Campaigns. Create a multistep campaign by clicking on the multistep campaign box. The template chooser will appear. Choose a template from your existing list on the left or select a blank one. Your template library may include pre-configured templates that are available out of the box with your Eloqua implementation, or saved templates from previous campaigns. Examples might be an on-boarding campaign, a webinar campaign or a lead nurture campaign. If using a blank campaign, choose your assets (i.e. , landing page, etc.) to design your campaign workflow. If you ve chosen a template, go ahead and tailor the workflow to suit your campaign needs. Click the arrow to expand the Campaign Steps, and drag the TMA action to the desired location in the workflow. On your canvas, click the TMA box to name the action. Then, you can link the action to a decision or audience segment. (If you want, you can favorite it by clicking the star so you don t have to expand the selection next time). Note: In 2016, Eloqua s user interface went through some dramatic changes. This guide references both the older and newer versions of the interface. 7

8 Part I: Getting started 7. Next, double-click the TMA box on your canvas. Click on the editor icon in the upper right-hand corner, and select the tactical item you d like to send for this campaign (i.e. T-shirt, printed collateral, etc.). PFL support will have configured the available items in the solution. TMA Assets TMA assets can be anything from a postcard or branded item, to a welcome kit with a personalized letter, to a complete onboarding package with multiple items. You re only limited by your imagination. PFL can add new assets to your store within a few days, so you can continuously enhance campaigns and keep your creative fresh. 8

9 Part I: Getting started In this example, we are building a welcome campaign for on-boarding clients. At the end of the campaign, we will send new clients a branded t-shirt. To complete this action, we click on the Actions menu with the right arrow to open the side panel. Next, we drag TMA to our canvas and add it in the desired location. Now, each time the user completes the previous step, this action will be initiated automatically. 9 In the cloud action configuration, fields will automatically populate for name, address, company, etc. TMA defaults to the standard Eloqua Contact fields, but you can choose alternate fields, like from a Custom Data Object, or from Account fields. For example, you may have distributor information in Custom Data Object fields and end-customer information in Contact fields. The TMA interface accommodates any data structure you have implemented within Eloqua.

10 Part I: Getting started Adding TMA to an existing campaign Adding TMA to an existing campaign can breathe new life into the campaign, help accelerate deal cycles or encourage renewals. For example, imagine you have a renewal nurture campaign in progress and there are several existing customers who have yet to renew. Tactile Marketing Automation makes it easy to add an action to your campaign that sends a postcard reminder, a thank-you kit, or another tactile piece that lands in the middle. Holding something in hand will help prompt a renewal. Energize your campaign with a little real stuff and watch engagement soar, just be sure to include a clear call-to-action on the piece. 10

11 Part I: Getting started Use Case We want to send a thank-you gift to customers that fill out a Net Promoter Score form, but we can t let them know about the gift before they fill out the form or it might influence their score. Enhancing an existing campaign: Net Promoter Score In the screenshot below we have an existing campaign that we can modify to thank people who ve completed the Net Promoter Score form in this campaign. Right after the thank you is sent we can remove the last link before the final wait step. 11

12 Part I: Getting started Adding TMA to your existing nurture is easy! 1 2 Open and deactivate the campaign if already activated. Follow steps 6 and 7 in the section above, Building a New Campaign that includes TMA. The process is the same. Simply drag the TMA action to where you d like it to occur during your campaign workflow. Click the box to name the action, then double-click on it and choose your item. 12

13 Part I: Getting started The next time the nurture campaign runs, it will provide the additional incentive for renewing, leading to greater conversion. You could stop here or you could add the additional steps found in some of the Pro Tips mentioned later. We recommend you take the steps to integrate delivery confirmation with TMA. This lets you know when your TMA piece has been delivered and sends a new Campaign Member status to your CRM of, for example, Package Received. This is how TMA closes the loop between offline and online channels. 13

14 Part I: Getting started Personalization Personalization works, and it s a core feature of TMA. Using innovative printing technologies, PFL works with your Tactile Marketing Automation templates to give true one-to-one engagement with a tactile piece. This was the biggest weakness of dimensional mail campaigns in the past, but now personalization can be powered by data-driven decisions. Use the data in your instance of Eloqua to personalize text, images, logos and more. Some opportunities for personalization include: Referencing geographic location Including content and deep links to product- or product-line-specific information, based on rich behavioral data in Eloqua about their browsing behavior, online inquiries, and responses to s and digital ads. Sample fulfillment Referencing prior donations A customer s individual renewal date, plan info and customized offers An individual sales rep s contact information, headshot and signature Variable legal disclaimers based on state, industry, product line or other criteria For event marketing event date, location and RSVP information 14

15 Part II Measurement, attribution and reporting 15

16 Part II Measurement, campaign attribution and reporting Tactile Marketing Automation reports its contribution to your marketing campaign so you can see how dimensional mail moves the needle. TMA uses the reporting systems already inside of Eloqua, so you ll be familiar with creating reports for TMA. However, reporting depends on the methodology you use, and there are a few different ways to do this in Eloqua. Choose the method that works best with your Eloqua setup and integration. The following sections outline the most common methods, all of which assume integration with Salesforce. 16

17 Part II: Measurement, campaign attribution and reporting Tracking completions and errors At a minimum, you should set up a separate list of people who complete the TMA cloud action and receive the physical piece. To do so, follow these steps after you add TMA into your campaign workflow: Create a Shared List Drag the Shared List box from the Actions menu into the workflow and attach it to TMA in the canvas. (Add to Shared List has the option of being a through step.) Next, click on the Add to Shared List action box to open the dialog, and select an existing list or create a new one. Track errors with an additional Shared List You can use an additional Shared List as a termination step, to route people whose information contains errors (incomplete address, etc.). This action can be configured: Open the box and select Automatically route contacts with errors from cloud app. Click Choose, then click again on the box. Click Choose again in the lower righthand corner of the screen. This selects the box and isolates it, making the step independent of (not connected to) the workflow. 17

18 Part II: Measurement, campaign attribution and reporting Automatic Notifications from Carrier (FedEx) PFL partners with FedEx to enable automatic delivery notifications of the tactile marketing piece sent via TMA. Specifically, when the package is delivered to the intended recipient, the recipient s signature is logged through an API that connects FedEx to your Eloqua instance via a custom data object. From there, the delivery information can be sent to Salesforce, which can be set up to trigger a notification to the Sales rep to begin follow-up activities. 18

19 Part II: Measurement, campaign attribution and reporting The API integration is a 3-way connection between Salesforce, Eloqua and FedEX and requires custom setup. It s beyond the scope of this guide to describe how it works in detail. PRO TIP Create a filter to look for a linked Custom Data Object (CDO) from the Tactile Marketing Automation Order CDO, which can be used to determine if an Eloqua contact received a shipment. This, in turn, can be used to send that information into your CRM system, either using the External Activity Creator or, if using Salesforce, the Salesforce Campaign Association App. (Both require separate installations.) Alternatively you can always use this filter in a segment to indicate, at a glance, who has received the TMA piece. 19

20 Part II: Measurement, campaign attribution and reporting Wait Step or Evaluation Rule When using this filter on a campaign canvas, you may want to use a wait step or an evaluation rule on the filter step, or a combination of both. If you use a wait step, configure it to be the minimum amount of time it takes for your package to be delivered, and configure the evaluation time to equal the maximum acceptable time for delivery. 20

21 Part II: Measurement, campaign attribution and reporting Campaign Associations on Campaign Canvas in Salesforce In Eloqua, the Salesforce Campaign Association App (separate installation required) enables you to associate an Eloqua contact to a Salesforce campaign from within the campaign canvas. Multiple actions can be used in the same campaign canvas to change a record s status as it moves through the campaign workflow. This is particularly helpful if you do not have Campaign Canvas integration with Salesforce. If you are unsure if you re integrated with Salesforce, check with your Eloqua administrator. If you are the administrator, try creating a Campaign Canvas in Eloqua. If it also creates a campaign in Salesforce, then Campaign Canvas integration exists. You can use Campaign Associations to track and measure the success of your TMA actions. One way to do so is to set up an External Activity for TMA sends and interactions. As defined by Eloqua, an External Activity is the specific activity that the contact or prospect performed for this specific external asset. For example, if it is a tradeshow event, then activities could include Registered, Canceled, Completed and so on. Instructions on how to do External Activities can be found here. 21

22 Part II: Measurement, campaign attribution and reporting The External Activity sits under an External Asset Type. Different External Activities can roll up into the Asset Type, then be transferred into your CRM via Response Rules. The Campaign Member Status values are pushed into the Response Rules, and synced between Eloqua and Salesforce. For example, one standard Campaign Member Status value you might use for a TMA send is Sent Package. The goal is to integrate the data with your CRM and show, at a glance, who in your customer database was sent the package, who received it and who didn t. Campaign Member Status values can be selected once the Response Activity is set in External Activities. Typically, your Eloqua administrator sets up this association. For more information about how to track and measure the effectiveness of TMA, please refer to The Complete Guide to Measuring the Success of Direct Mail Marketing. 22

23 Part III Optional workflows for using TMA 23

24 Part III Optional workflows for using TMA There are many different ways to set up your campaign. Here is an example of how you can incorporate TMA in your campaigns for best results. Use Case TMA is a great way to make your customer on-boarding process stand out. For this campaign, you set up a personalized welcome loaded with useful content, using TMA to automatically send a tactile welcome kit, and a follow-up leading the customer to training resources. 24

25 Part III: Optional workflows for using TMA PRO TIP Use this workflow to target two distinct lines of business to simplify reporting and management, then measure the success of the campaigns together. PRO TIP Add a Shared List to track errors, using the built-in cloud action step to automatically route errors to the list. This can be useful for ensuring desired recipients aren t missed, or to filter recipients who don t yet meet the criteria for a TMA send. A follow-up can then be sent, requesting the necessary information. For example, say you re trying to capture more demographic information for a particular client for future use, perhaps valid address information. You can send an promising a gift for being a loyal customer one that links to the form to capture the additional data. 25

26 Conclusion Add depth and power to your campaigns 26

27 Conclusion Add depth and power to your campaigns Automating fulfillment of tactile sends with TMA can add depth and power to your nurture campaigns, taking conversion to new levels and helping to build strong bonds with customers and prospects. We hope this guide to using TMA in Eloqua has been helpful. If you need additional information, we recommend the following resources: 1 2 guide for you here: Engage prospects and customers with unique dimensional mail. Take a look at our idea book: Be ready to measure your campaigns. We have a complete 27

28 About PFL PFL is a marketing technology company that provides sales enablement and marketing automation solutions, as well as printing, mailing, and fulfillment services. We directly connect B2B and B2C organizations to cutting-edge solutions that accelerate productivity and drive business forward. We re excited to help you get your TMA initiatives up, running, and delivering value as quickly as possible. For more information, contact one of our experts at or send an to inquire@pfl.com. 28