Eloqua ROI Booster

Eloqua ROI Booster

As a leader in the field of Marketing Automation, Eloqua is constantly trying to improve its platform by adding new features. Here are some of the new functionalities that were recently introduced:
 

Lead Scoring Updates

The functionality of the lead scoring model will be updated to include the possibility to use custom data objects to score on as well as shared filters and lists.  Furthermore you will have the possibility to use contact and account fields for engagement scoring such as for example webinar attendance. Together with the extended reporting and segmentation functionalities the standard scoring model offers, if you are still using program builder, it might be worthwhile considering to make the switch.


Brainshark Cloud Connector

Brainshark already offered a Cloud Component that allowed you to embed Brainshark presentations on Eloqua landing pages. This new cloud connector takes the integration a step further.  You will be able to pull viewing data directly into Eloqua enabling you to use this data for enhanced segmentation, in nurturing campaigns but also as a further element to score your contacts on.
More information: http://topliners.eloqua.com/docs/DOC-3400


Facebook ‘Like Gating' (Beta)

This feature will allow you to control what content is displayed to a visitor depending on whether or not this visitor "liked” a specific Facebook page.


WYSIWYG editor for HTML emails (Beta)

So far when you uploaded HTML emails, you only had the ability to edit the content in HTML. With this beta release you will be offered the possibility of editing HTML uploaded emails in HTML or in the rich editor.


Sales Enablement

For Engage emails, you will have the ability to lock certain content areas so the sales person does not have the ability to make any changes to these from within Eloqua Engage providing more control to Marketing on the look & feel and messaging of these emails being sent by sales. Still on the topic of enabling Sales teams with valuable data, Prospect Profiler will be updated to a new look & feel.

 

Below you can find a list of other new features that have been introduced in previous releases of Eloqua.


 

Previously introduced features:
 

Mobile Templates

About 40% of emails – B2B and B2C – are opened on mobile devices these days, so it’s important that your email also renders well on this platform. To achieve this, Eloqua recently launched some initial mobile-friendly email templates, under the umbrella of Responsive Email Design. These templates optimize both layout and rendering of email to work best with the device receiving it.  Additional templates are in the works.

For more information: http://topliners.eloqua.com/docs/DOC-3021
 

Form Population Cloud Component

This allows you to pre-populate a form that exists on the landing page. When dragged onto the page and configured, the Cloud Component will populate form fields with contact data, visitor data, static values or query strings. [Note: For contact or visitor data to work, the visitor to the page must be known to Eloqua.] This then allows you to capture hidden data such as national origin from IP and/or present forms prepopulated – even when contacts directly access them.

For more information: http://topliners.eloqua.com/community/do_it/blog/2012/04/25/installing-a...
 

Company/Colleague Scoring Cloud Connector

As a pre-requisite for cloud connectors, the contacts in your Eloqua install must be mapped to Accounts, which CRM integration normally enables according to CRM Account ID. This new feature allows you to deepen your lead scoring by referencing the overall company score or by checking the lead score of colleagues with the same company. You can specify whether you see the sum of all contact scores, the sum of the top X contact scores, or an average of both.

For more information: http://topliners.eloqua.com/community/do_it/blog/2012/11/28/installing-a...
 

Contact Level Security

Rolled out as a beta in Summer 2012, this feature has just recently been made public in the Winter '13 release. Contact Level Security assigns labels to contacts and matches security groups to users according to a number of selectable criteria. To use a basic example: if you’re in a global organization, you could build in security to prevent a user responsible for US contacts from accidently emailing contacts in EMEA. Contacts would then be assigned a region label, so that a contact in Region USA could only be accessed by a user with the Secu­rity Group USA. Additional labels and security groups can be set up and assigned as well – for example Region + Industry. Currently, the assignment of contact labels requires building a program in Program Builder, but this will likely be productized in the future.
 

Segmentation

  • More comprehensive list with operator values

The current long list of operator choices includes both positive and negative values. This now gives way to a shorter list of only positive values, with checkboxes to make them negative. 
 

  • Quicklist

Currently, when you want to segment on whether, for example, your contact is in one of 10 countries, you need to make a picklist with those values. Then in your segment, you might say “Contacts whose contact field Country is In List” and select the picklist you created. The Winter '13 release lets you create a Quicklist directly from within your segment – possibly based on an existing picklist, from which you select specific values.
 

  • Other enhancements

“Is Blank” and “As of now” will permit checking for Unsubscribed status.
 

Contacts

The “Activities” and “History Log” tabs are now replaced by a single “Activity Log” tab, which will let you select a specific activity. Also, Campaign Activity will offer additional reporting. Double-clicking on the Campaign name will show how contacts are moving or have moved throughout the Campaign. A specific Lead Scoring tab also enables you to see both a contact’s current lead score, as well as its scoring history.
 

Forms

The ability to create and add field groups now allows easy creation of two- or three-column forms. Conditional processing steps also have greater flexibility. You’ll be able to draw on multiple conditions and a mix of form, contact and custom data object stored data.
 

Campaigns

Until now, you could only Add or Move a contact from a Campaign to Program Builder; the new release allows movement either way. You’ll also be able to personalize decision rules. So for example, “Submitted Form?” could become “Has the contact registered?” to see whether contacts have signed up for an event.
 

Sales Enablement

Using Eloqua Engage has also changed in the Winter '13 release. It now permits sales people to add attachments to emails, and users are also be able to copy over a large group of recipients. Additional control over email templates will enable marketing users to fine-tune which sales people have access to which templates.


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