Twin Cities User Group October 28th, 2014

Oracle Marketing Cloud User GroupTwin Cities | October 28, 2014

TODAY’S AGENDA

Mike Bernard, Relationship One

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2

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Fall Release Overview

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Desiree Quinn, Ameripride & Teshon Dyer, Relationship One

Customer Spotlight: CASL Opt-in Campaign


Intro, Announcements & Updates


Open Forum / Q&A

CONFIDENTIAL | PAGE 2

UPDATES & ANNOUNCEMENTS


UPDATES & ANNOUNCEMENTS

‣ Intros, Updates, Etc.

‣ Relationship One

‣ Keith Cheek has joined the team

‣ Apps - AppCloud Partner of the Month with Oracle

‣ Oracle

‣ MME 2015 - Vegas: Call for speakers is open

‣ Fall Release:

‣ Pod 2 - October 7th

‣ Pod 3 - Over the weekend

‣ Pod 1 - November 2nd

Fall Release Overview


FALL RELEASE OVERVIEW

‣ UI Improvements

‣ Updates to template chooser

‣ Updated image chooser

‣ Cloud Action Decision elements for Apps



‣ Signature Rules and Layouts

‣ Bulk signature rule management

‣ Plain test signature rules



‣ Segments and Filters

‣ New Compare Visitor Profile Fields filter



‣ Emails

‣ Batch send emails - simple and multi-step sends

‣ Improved responsive design template for emails

‣ HTML upload live preview editor

‣ Enhanced WYSIWYG email template editor



‣ Landing Pages

‣ Select thumbnail for your landing pages



‣ Marketing Operations Center

‣ Two new dashboards have been added

‣ Updated UI to improve visual layout and presentation.



‣ Insight

‣ Increased Custom Data Object limits for reporting

‣ Campaign and email engagement analysis

‣ Landing page analysis



‣ General

‣ Upload assets in bulk and add them to a shared list

‣ New security experience

‣ Country code in Engage



‣ Coming Soon - Limited Release Beta

‣ A/B testing for simple email campaigns

‣ BlueKai integration

‣ Authenticated micro sites

‣ External dynamic content


CUSTOMER SPOTLIGHT:AMERIPRIDE


ABOUT ME

‣ Desiree Quinn

‣ Six years of Eloqua experience

‣ Current Role: Marketing Campaign Planner, with AmeriPride

‣ 952.738.3370

‣ [email protected]


ABOUT AMERIPRIDE

‣ Uniform and Linen Service Company

‣ US and Canadian business

‣ Celebrating 125 years in the business

‣ B to B company

‣ Target Customer: Any company with a front door and a restroom (that means you)

‣ Products: Floor mats, linens, soap dispensers, paper dispensers, uniforms, team wear, and much more

‣ Services: Garment Management Programs, Custom eStores, Rent, Lease or Purchase Programs


ABOUT AMERIPRIDE

‣ Implemented Eloqua in January 2014

‣ Currently using Eloqua for:

‣ Lead Qualification

‣ All web forms have an Eloqua backend form

‣ Lead Qualification team follows up with lead

‣ Campaigns

‣ Lead Scoring

‣ CRM data cleansing

‣ Closed Loop Reporting


CASL OPT-IN CAMPAIGN - DETAILS

‣ Canada's anti-spam legislation (CASL)

‣ July 2014

‣ Requires express consent (no pre-checked boxes)

‣ Not just an email law

‣ Installation of computer programs without the end user’s consent

‣ Commercial Electronic Message (CEM). A CEM is defined as any electronic message that encourages participation in a commercial activity

‣ Our issue: How to get prospects, who we just started email marketing to, to sign-up for our information

‣ Our Solution: For everyone who subscribed, they could choose a free downloadable gift


CASL OPT-IN CAMPAIGN - DETAILS

‣ Downloadable gift:

‣ Each subscribed prospect would receive a unique gift code to redeem to get their gift

‣ Worked with vendor for the gifts and codes

‣ Great! But how do we get the gift code assigned to the contact?

‣ Manual Process: Export the form data and assigning gift code. Potential issues:

‣ Greater margin for error

‣ Contact would need to wait up to 24 hours for their gift code

‣ Took up time and resources on our team

‣ Automated Process: Automatically assign

‣ How to assign the unique code to each contact

‣ Ensure each contact was only assigned one code


CASL OPT-IN CAMPAIGN - CHALLENGES

‣ What didn’t work?

‣ Lookup Tables and Update Rules

‣ Use Jquery to assign an incremental value

‣ Use the form processing step to increment a CDO value by 1

‣ Main Challenge: “Stamping” each submission with an incremental value


CASL OPT-IN CAMPAIGN - SOLUTION

‣ Upload the gift code file to a database on our server and use script to populate each code to a hidden field upon form submission.

‣ Considerations:

‣ The user must have javascript enabled

‣ Ensuring that there were no duplicate submissions

‣ Using two forms, pulling from the same single set of codes


CASL OPT-IN CAMPAIGN - SOLUTION

‣ Process:

‣ User hits the landing page and it loads in the browser

‣ The JavaScriptEnabled hidden form field is populated upon page load

‣ User fills out the form and hits submit

‣ If javascript is enabled, the script looks at the email address to determine if a “new” submission

‣ The next gift code will be applied to our hidden form field

‣ The javascript completes and submits to Eloqua

‣ We use conditional processing steps to direct the user experience

‣ Walkthrough


CASL OPT-IN CAMPAIGN - RESULTS

‣ Met goals?

‣ Yes and no.

‣ People responded, when our database was really unknown

‣ Would have liked to have more people respond

‣ Open Rate: 19.39%

‣ Clickthrough Rate: 1.10%

‣ Form Submissions Rate: 62.25%


CASL OPT-IN CAMPAIGN - MOVING FORWARD

‣ Training sales on how to get contacts to subscribe to our information and how to update this in CRM

‣ Anyone who subscribes to our information enters this campaign (online form, sales, etc)


CASL OPT-IN CAMPAIGN - LEARNINGS TO SHARE

‣ Consult with your legal team

‣ Make it a priority for the team

‣ Start earlier

‣ Keep it short and simple

‣ We received the best response when the email and landing pages were simple, and to the point

‣ Have a plan in place for post campaign

‣ Eloqua was great help with navigating through CASL. Webinars, Topliners article, Account Manager Help

‣ Relationship One helpful for advanced Eloqua coding and functionality


THANK YOU QUESTIONS?

Open Forum / Q&A


NOVEMBER USER GROUP

‣ November 18 or 25 - thoughts?

‣ Agenda

‣ Intro, Announcements & Updates

‣ Subscription Management Overview

‣ App Overview & Customer Use Case

‣ Easy tips & tricks for a non-HTMLer using Eloqua

‣ Open Forum / Q&A

Relationship One 8009 34th Avenue Suite 300 Minneapolis, MN 55425 P: 763.355.1025 E: [email protected]

Let’s Connect

Twin Cities User Group October 28th, 2014

Marketing

Transcript of Twin Cities User Group October 28th, 2014