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Last week, Eloqua hosted an awesome Virtual Road to Revenue event for hundreds of modern marketers. Check out all of the fantastic content from speakers like Eloqua’s Alex Shootman and Toby Murdock from Kapost. I had the opportunity to share some tips for marketers looking to make the most of webinars throughout the buying process. Here’s a synopsis of my advice (for more, grab the slides or listening to the recording).

virtual road to revenue.jpg

 

Don’t Try to Be All Things to All People

This is a recipe for disaster! As with any other content, you need to hone in on the audience you want to target before you do anything else.  What’s interesting to one persona is not going to appeal to another. Another thing to consider when planning for your webinar is where your target audience is at in the buying cycle. While webinars can play a role at all stages of the sales process – top of the funnel, middle of the funnel, and bottom of the funnel – the experience needs to be tailored for the appropriate stage to get the best results. Let’s take a look.

 

Successful Early Stage Webinars

Is the goal for your webinar to fill the top of the funnel with new prospects? Here are a few tips:

 

  • Focus the topic of your event on an emerging market trend or business problem that is top-of-mind for your target audience.
  • Take the time to develop meaty content that includes advice that your audience can take away and apply immediately in their daily job.
  • If you have the budget for it (or friends in the right places), consider bringing in a recognized expert to speak. This will add credibility and cachet to your event, and potentially help draw a larger crowd to hear your message.

 

And speaking of crowds, don’t skimp on promoting the event. Your goal is to attract as many people as possible who fit your target profile. Here are a few things that we’ve found effective at ReadyTalk:

  • Start a steady drumbeat on social. Begin 3-4 weeks out and increase the cadence of posts as the event date approaches.
  • Make it easy for your audience to spread the word with their peers by including social sharing links in event emails and on the registration page.
  • Leverage relevant partners to help get the word out to their audiences – make it easy for them to do so by providing pre-written tweets.

 

During the live event, use tools like polling and chat as more than a way to make sure your audience is awake. Take this opportunity to learn more about your audience and gather data that will help you pinpoint sales-ready leads and drive fast, tailored follow-up. And, once your event is over, strike while the iron is hot. Following up quickly after the webinar is crucial to success!

 

One “don’t” at this stage? Remember that this isn’t the time to pitch your product – you’ll lose credibility and alienate your audience. Save the product demos for later stage prospects.

 

Effective Late Stage Webinars

When you are talking to an audience that is further along in the buying process, remember that they are actively exploring solutions and looking for validation that yours is the right choice. Now is the time to communicate specifics on how your product can help them take advantage of an opportunity or solve a pressing business problem.

 

Expect a significantly smaller audience for webinars targeted at buyers in this stage. You’re going for quality over quantity here. While you may only have a few dozen attendees, they are further down the funnel and more likely to turn into closed won opportunities.

 

How can your webinar help make that happen?:

  • Consider having a happy customer share their story on the difference your product made to their business.
  • Build in time for a brief demo that clearly illustrates how your product solves their top of mind issues.
  • You can even get really crazy and have your happy customer demo how they have applied your solution in their own environment!

 

So, what’s a big no-no for webinars at this stage (or any stage for that matter)? Definitely don’t pull the old “bait and switch.” Make sure your title and abstract clearly sets expectations and then deliver on those promises.

 

Using Webinars to Onboard & Ramp New Users

Even after you close the deal, webinars can play a role in driving revenue. Use live and recorded webinars as a technique to onboard customers, train them on how to use your product, introduce them to key contacts, explore advanced features, and ramp usage. Over time, this is a great way to upsell and cross-sell existing customers, creating loyalty, customer retention, and revenue growth.

 

One piece of advice at this stage? Take the time to create sessions tailored to the needs of different users, even if it means a larger number of very small sessions. Otherwise, you risk losing your audience’s attention while you cover content that isn’t relevant to them.

 

While conducting these sessions as live trainings gives you a great opportunity to build rapport with new users and respond to their questions in real-time, it’s also nice to offer the option of on-demand recordings that allow users to consume the content at their own pace.

 

I’m always curious to learn from other marketers and to hear what’s techniques are working for them. What’s your best advice on the webinar front?

This is a blog post by a friend & Collegue, Vera Loftis. She is the managing director of our London office.

vera.jpg

about Vera

In my five years at Bluewolf I have played many roles, ranging from Business Analyst to Managing Director. I have worked on nearly every aspect of an implementation, founded a university program for our incoming BA's, and managed our delivery team in the Western US. Most recently, I have been charged with managing our operations in EMEA focused around the Financial Services and Media/ Telco verticals. Prior to joining Bluewolf, I was the Marketing Coordinator for a non-profit organization, and I graduated from the University of Pennsylvania.

 

 

Top 5 Tips For a Successful Salesforce Implementation

 

So you've made the jump to Salesforce, congratulations! You're on your way to supercharged sales with Salesforce Sales Cloud™, transformative customer service with Salesforce Service Cloud™, and engaged social marketing with Salesforce Marketing Cloud™. With such robust functionality, it's important to implement with measurable goals and objectives in mind. Creating and executing an implementation strategy is key to securing ROI from this new purchase. Use these five tips to ensure a successful Salesforce implementation:

 

  1. Focus on your end customer
    Every initiative a company executes should be focused creating happier customers and more of them, and system implementations are no exception. A CRM initiative should be focused on enabling your employees to better engage with your customers in meaningful ways. It has less to do with systems and technology and more to do with processes and data.  The pitfall that clients often fall into to is that they approach their CRM implementation from a features and functions perspective. Instead, you should challenge your organisation to take a long, hard look at its current processes through the lens of your customer and strategise on how to leverage the technology to improve those processes.
  2. Keep it simple
    An average user can only absorb so much change.  It is better to focus on the basics and get the proper foundation in place to start. The great benefit of using a flexible technology like Salesforce.com is that it is architected for continuous innovation. There is no need to try to assume all the needs of the business upfront and solution for them all day 1. The nature of Salesforce.com encourages you to continually measure the business needs and introduce new functionality to the business as needs arise.
  3. Data
    Data is usually the forgotten child of any project. Initially, everyone is focused on requirements and building the solution, and then eventually the data has to be loaded for testing, and that is when the fun starts.

 

Click here to read more.

I know there are a lot of SFDC users on topliners, thought it might be helpful. It was written by a coworker of mine, Marc Foreman. He is a technical instructor at Bluewolf. Read the full article here.

Mark Forman.png

About the author Marc Foreman

I graduated from San Diego State University with an Information Systems Degree. Since that time I have spent most of my time in every possible role implementing and supporting ERP and CRM. My passion is training and my favorite role is that of an instructor. I really enjoy the customer relationship experience and seeing how I can educate and solve issues. I also love to travel, collaborate with teammates and push myself to accomplish goals.

 

 

 

How To Pass A Salesforce Certification Exam: Preparation

If you ask any professional athlete their formula for success they’ll tell you that it comes down to two things: preparation and gameday execution. You must first lay the foundation for success through preparation, and come game time, you have to bring it. Passing Salesforce certification exams is no different. As long as you prepare thoroughly and have a tactical approach on exam day, you’re sure to excel. In the first installment of this two part series, we’ll discuss the keys to preparing for any Salesforce exam.

A great source of guidance for passing an exam are the study guides provided by salesforce.com. You can find a guide for each exam and on the salesforce.com website at certification.salesforce.com. They provide the general structure of the exam, a breakdown of topics, the weighting of each question, tip sheets, and study guides.

Tip #1
If you look at the objectives in the salesforce.com study guides most of them start with Describe, Identify, orExplain. The clue here is that you really don’t need to know how something works as much as you need to know what the functionality is and where it would be used. In your studying, look for areas where there are tables of information that attempt to explain, describe, or identify key functionalities of the system.

Tip #2
Write your own questions and then answer them on paper or flash cards. The act of writing down the information and then reading it out loud allows you to internalize the information in multiple ways. If you are only reading the information, you are limiting yourself solely to visual input. However, if you write it, say it, and then put it in the form of a question & answer you are much more likely to recall it in an exam. In fact, recognizing the correct answer in an exam is much easier than answering a question directly.

Additionally, there are a number of practice exams you can find on the internet. They are very helpful in familiarizing yourself with the format and content of the exam, but be careful in trusting the answers.

After you’ve reviewed the available information on certification.salesforce.com and via internet search, what’s the next step to ensure success?

Tip #3
Enrolling in a Salesforce Administrator or Salesforce Developer course is the final step to being prepared to ace your Salesforce certification. There are many benefits to an in-person or online courses. Until now, we’ve touched on only independent studying tactics, it’s crucial to also discuss and learn Salesforce with a network of people.

With Bluewolf’s Training Courses:

  • Gain the ability to work with an certified expert instructor
  • Work with others to grasp complex Salesforce functionalities, gaining the ability to talk through difficult components
  • Go in-depth on each part of the exam, leaving no topic unturned

These courses will cover all relevant topics in multiple formats, through live demos, real use cases and personal quizzes/knowledge checks. Bluewolf provides a differentiated experience through our expert teachers, cost-effective value (40% below market value), and 1:1 post-course support. Take a look at our upcoming Salesforce courses.

Preparation is only half the battle. Stay tuned for the next and final installment of this blog, where we’ll cover the keys to executing on exam day.

When using Eloqua Cloud Apps, it is important to remember that the Eloqua credentials stored within your apps will need to be kept up to date.  When your Eloqua credentials expire, and you change them within Eloqua, they will need to also be changed on cloudconnectors.eloqua.com.

 

Doing this is a quick and easy process, as you need only change them in one place, and it will cascade across all apps that use that set of credentials.


Here is what you will need to do:


  1. Log into cloudconnectors.eloqua.com,
  2. Go into the credentials management area by clicking your username on the top right of the main menu bar, and selecting My Credentials from the drop-down.
  3. Find the appropriate Eloqua credentials from the list and click the edit icon (the little pencil).
  4. Input the new (or updated) Eloqua credentials and then click Update.
  5. Make sure that the credentials show a green "Valid" next to the Credentials label.
  6. Close the window and you are all set!  Any app using those credentials will now be up to date with your Eloqua username and password.


Note: When your credentials expire, you should receive a notification email from cloudconnectors.eloqua.com letting you know.

 

Here is a brief video of how to do this http://screencast.com/t/X5cOgMgW6u0

If you are using Google Analytics, you may want to be able to get the sourcing parameters it uses into Eloqua so that you can understand channel data on an identified contact level, rather than just anonymously in GA. A link tag for sourcing in GA looks like the following:

 

www.yourwebsite.com?utm_source=yoursource&utm_medium=yourmediuam&utm_campaign=yourcampaign

 

If you are pointing links like these to your landing pages, getting these parameters into Eloqua can be done in a few simple steps:

 

First, add three new fields to the contact table that correspond to the source, medium, and campaign parameters you will be logging. Here, we use the same exact name for simplicity, although you don't have to.

 

Second, add the three prameters to your form in Eloqua, data type 'Text', and then either make them hidden or delete them from the form HTML when you put the form on your landing page (you want these fields to work in the background and not show up for the user).

 

form fields.png

 

Make sure the field mapping is correct in your 'Update Contacts - With Form Data' form processing step.

 

Processing Step.png

 

Then you just need to add a bit of javascript to your landing page. It's function is to pull the sourcing parameters out of the URL and pass them into Eloqua upon a form submit. It can be copied and pasted from below, just remember to add two things:

 

1) Add the HTML form name (as indicated in the code below on the line ending "FORM NAME ON THIS LINE")

2) Make sure the database names and the URL names of your 3 fields match what is written in the 'elqForm.elements' section of the script, or change the script to match the names you are using.

 

 

 

 

 

<script type="text/javascript">

var defaultHiddenFieldNameValue = "NoData";

 

function getQueryStringParamValue(strQStrParam) {

var strURL = document.location.href;

 

var strQStrParamValue = "";

 

          if (strURL.indexOf('?') != -1)

          {

                      strQStrParamValue = strURL.substr(strURL.indexOf('?') + 1);

                      if (strQStrParamValue.indexOf(strQStrParam) != -1)

                      {

                                  strQStrParamValue = strQStrParamValue.substr(strQStrParamValue.indexOf(strQStrParam));

                                  strQStrParamValue = strQStrParamValue.substr(strQStrParamValue.indexOf('=') + 1);

                                  if (strQStrParamValue.indexOf('&') != -1)

                                  strQStrParamValue = strQStrParamValue.substr(0, strQStrParamValue.indexOf('&'));

                                  return strQStrParamValue;

                      }else{

                                  strQStrParamValue = defaultHiddenFieldNameValue;

                                  return strQStrParamValue;

                      }

          }else{

                      strQStrParamValue = defaultHiddenFieldNameValue;

                      return strQStrParamValue;

          }

}

 

var form = "YourHTMLformName";          //FORM NAME ON THIS LINE

 

function setCampaign(){

 

  var elqForm = document.forms[form];

  //repeat for each field to populate

 

elqForm.elements['C_utm_campaign1'].value = getQueryStringParamValue('utm_campaign');

elqForm.elements['C_utm_source1'].value = getQueryStringParamValue('utm_source');

elqForm.elements['C_utm_medium1'].value = getQueryStringParamValue('utm_medium');

    }

window.onload = setCampaign;

</script>

Oracle Eloqua provides Sales Teams with the powerful Tools of Profiler, Engage and Discover in order to provide real time digital body language insight to sales people. Used correctly, this insight creates a more tailored buyer experience.

 

Sales Teams who adopt these tools enjoy increased revenue and shortened sales cycles. However, these results are only achieved when members of Sales understand the benefits of Profiler, Engage and Discover, as well as how to use each tool.

 

To encourage and enable your Sales force to effectively use the Oracle Eloqua Sales Tools, Eloqua University offers a 1-hour self-paced course available to All Access Education Pass holders on Eloqua University or as an Enterprise License. An Enterprise License allows your organization to host the self-paced course in-house for the period of 1-year. During that year, an unlimited number of people in your organization can view the course and if Eloqua University makes any updates to the curriculum, you’ll receive access to the latest files for loading in your environment.

 

The enterprise approach is ideal for equipping a Sales force, who typically do not need full Eloqua knowledge, but benefit from education for building the necessary Profiler, Engage, and Discover skills.

 

The Oracle Eloqua Sales tools course available through an Enterprise License includes the following information:

- Why Sales Tools are necessary, including ways in which the sales process has fundamentally changed

- What the Sales Tools do, including functions, features, and demonstrations

- How to use the tools, including best practices for optimal usage

 

Interested in learning more? Read the full abstract or talk to your Account Director for more details.

Creating an effective nurture campaign is definitely a science. With customers and prospects having so much more control over the buying cycle, how do you effectively nurture a prospect and measure it?

 

Nurture campaigns are a great way to move prospects through the sales funnel, educate, and create a relationship. But how do you create a great nurture campaign? Sometimes it is easier to say what not to do, than what actually to do.

 

Here are 10 things not to do in your nurture campaign, representing some of our biggest lead nurturing pet peeves (sarcastic commentary included):

 

  1. No segmentation necessary – just throw all your contacts in one large bucket and assume the messaging still fits.
  2. Make your contacts fill out the same form every time – since we need to gather the same information multiple times and make them fill it out every single time. Tracking through clicks or blind form submissions is lame!
  3. Don’t personalize it – make them feel unimportant.
  4. Don’t try to lead score them – too much work. That’s what the salespeople are for.
  5. Be sure the “from” address is a “noreply@” – because who wants to receive those obnoxious replies anyways?
  6. Second time is a charm – After going through the campaign once, if they have not responded, send them through the exact same campaign again.
  7. Link to content not on your site – who needs to track downloads anyway?
  8. Play hard to get – Provide an obnoxious 1-800 number to call in your signature. Works every time.
  9. Emails only – Don’t incorporate any other channels.
  10. Use a linear-one-path-fits-all process – After all, the sales funnel is linear! Not to mention the fastest way from Point A to point B is a straight line, duh!

 

OK, now that this is out of my system, what are some of your lead nurture pet peeves?  What have you seen in other campaigns that drive you nuts?

 

Read more here: http://www.heinzmarketing.com/2013/07/10-steps-to-a-splendidly-terrible-lead-nurture-campaign/

Hi All

 

I have some plan to implement Apps in Eloqua, is it possible to do this. Because i have implemented Apps in SFDC.

As part of our data health we remove records from Eloqua for a number of reasons (inactivity, unsubscribe, etc). Once removed the contacts are no longer in the contact table and can not be pulled into segments via filters.

We needed an overall current unsubscription list overtime for an upcoming system integration.

 

If you are trying to access this same information it can be found under Setup > PowerTools (Screen shot from our specific license of Eloqua, thx for heads up Vickie Le Sellin that some licenses may have different options.)

 

powertools.png

 

Then Select Overall Current Unsubscription List (All Time)

overallcurrentunsubscriptionalltime.png

This will allow you to download a spreadsheet containing all of the data. Note: Records removed from the system will likely only contain the email address and removal date. Unsubscribes still in the contact table provide greater detail.

 

HIGH FIVE to @Michael Green on my team for figuring this out. I couldn't find it so I wanted to document here for next time.

 

cc Leyla Farah -

I do not claim to be a SEO genius. However, this simple tip can help you optimize as you create new landing pages. First, a couple of terms with non-technical definitions:

Index: The magic algorithms that present web pages to you when you search

Crawl: The creepy digital spiders that find new pages to add to that index

 

All landing pages created in Eloqua are indexed by search engines by default. They are crawlable and at some point the spiders of Google will find their way to your landing page. This is great if you want that page to appear in search results and the page is part of your overall information architecture, but…

What if you are launching landing pages with duplicate or close to duplicate content? This can negatively affect your SEO because it spreads the visits across multiple pages instead of concentrating on one.
What if you are featuring a download that you only want people to find if they are sent the hyperlink in one of your nurture emails? This means you don’t want that page to ever show up in search result…
What if you are planning an event that will have informational pages that will only be relevant for 3 weeks? SEO does not appreciate short-term pages. You don’t want the event pages showing up in a search after they are no longer relevant.

 

There are many reasons why you might choose to have some of your pages non-indexed. This is easy to accomplish in the Eloqua easy editor, by simply adding this meta tag to the page head:

<meta name="robots" content="nofollow">

<meta name="googlebot" content="noindex">

non index image.png

 

At first, I didn’t know where to start to add this meta tag. Follow these step-by-step instructions for landing pages built inside of Eloqua 10:

1.Open the Landing Page easy editor
2.Click on the Red Tool Box
3.Choose the far right tab, the Page Snippet Tool tab
4.Make sure the Head option is highlighted in blue
5.Copy and paste the meta tag text into the lower gray work area
6.Click the plus sign to add the meta tag
7.The meta tag will shift to the top white screen
8.Save your Landing Page

For more, check out the Power Hour on SEO and Demand Generation. The entire Power Hour is great, but if you want to focus solely on tips and tricks for which pages to index versus non-index, skip to the 20 minute mark. http://topliners.eloqua.com/docs/DOC-2240

 

Nora O'Leary-Roseberry

It Takes Two!

Posted by Nora O'Leary-Roseberry Jun 28, 2013

Have you ever wanted to include two email address form fields, but found yourself helplessly stuck at an error message?

error.png

If you've seen this error message, you’re under the correct assumption that you can’t add the same contact field to a form twice. However, you CAN add two custom fields with the same label - or an additional custom field to partner a contact field - to a form, allowing you to have two email address fields to make a thing go right and make your form outta sight!

 

Here’s one way to configure a form with two email address form fields:

  1. Add the ‘email address’ contact field and configure appropriately.
  2. Add the ‘single line text’ custom field to serve as the second ‘email address’ field and configure appropriately.

 

form.PNG.png

 

To learn more about building forms in Eloqua, check out the Fundamentals of Forms & Landing Pages class!

 

*You must ensure that the HTML names of the email address fields are different since the HTML name is used to uniquely identify a field on a form.

**In order for the second email field to serve as validation that the email address entered in the first email form field is an exact match you would need to write a custom validation script.

***This post is dedicated to the incomparable Ryan Wheler

When setting up your Eloqua cloud app, it is always a good idea to test it out to make sure all is working as expected before enabling it.  In order to help you do this, the cloud apps offer a set of tools. 


To access the tools, go into the setup screen for your app and click on the Test tab.

 

StepMembers.png

 

The Step Members tab will show you the counts of contacts in your step.  If your campaign is not activated, there will likely not be any members Awaiting Action.  If you do have members in one of the statuses, you can use the Action field to view the members or manually change their status.

 

The Clear Wrong Member Types button is used when the connector is trying to act on Contact records, but finds Accounts/Companies or Prospects in the step instead.

 

Next, let's look at the Run Manually tab.

 

RunManually.png

 

The Run Manually tab will allow you to perform a Dry Run or a Full Run of your step.  A Dry Run will simulate a run, but will not actually write the data back to Eloqua.  A Full Run will perform a run of your connector, and actually update Eloqua with the results.  When you perform a run, a table will pop up upon completion to show you the results.  The table will provide information on any errors that occur so that you can make adjustments prior to enabling.

 

Next, there's the Sample Data tab.

 

SampleData.png

 

Use the Sample Data tab if you wish to test your setup on select contacts.  Enter their email addresses, one per line, and click Test Contacts. (Note: these contacts must already exist in your instance).

If you check the Full Run box, the data will be written to Eloqua, if left unchecked, it will simulate the connector and show you the results.

 

To check the history of your step execution, click on the History tab.  Take note of any messages in the Error Log, and troubleshoot accordingly.

 

History.png

 

Some apps will also have an extra Tools tab that allows the retrieval of raw XML that can also be used to troubleshoot.

 

On24TestTools.png

 

Now that you have tested your step, you should be all set to enable it and your data will being to flow into Eloqua.

 

If the app is enabled, and still not working correctly, use the Support tab for further troubleshooting tips.

Just thought I'd share some new knowledge.

 

You can fire internal events off a single form submit right from the integration. Your internal event "Form Submit" (Or something of the like) fires external calls as soon as any form submit is submitted.

Screen Shot 2013-06-28 at 10.25.54 AM.png

My learn was that by clicking the drop down, you can pick particular forms & assign different external calls. The "All" external calls will still fire, they are independent.

 

This is great for high value forms when the information needs to be in SFDC quickly!

Tero Rantaruikka

Damn...again!

Posted by Tero Rantaruikka Jun 28, 2013

It has happened again. Accidentally used a 'Not...' rule in the segmenting filter when I ment to do the opposite. Only caught it because of highly developed Eloqua intuition that made me triple check just before hitting The Button-of-Death (a.k.a Activate).

 

We really need a visual indicator for the 'Not...' rules. If this has happened to you and you feel my pain, go promote.

 

Not_clicked.jpg

Lee Davis

Create a better agenda

Posted by Lee Davis Jun 26, 2013

I run a lot of workshops for Eloqua customers and potential customers, so I'm often designing agendas. I've moved away from designing agendas directly in Word or in PowerPoint and opted instead for a more flexible, interactive method of agenda setting. The reason -- the more input and agreement I get prior to a workshop, the more I'm able to align the workshop topics and outcomes with what is actually needed.

 

The process:

  1. Set a meeting with key stakeholders. Since my workshops are typically a day long, I set this meeting for one hour.
  2. Before the meeting starts, clear the meeting table and create a clock using sticky notes to represent 9am, 12pm, 3pm, 5pm.
  3. As people come in, give them a marker, some index cards and a few sticky note packs

Image.jpg

 

With everyone ready to participate, the first task is to identify the desired outcomes of the day - what should the attendees walk away from the workshop with regarding those topics? Agenda topics will flow naturally from outcomes. Encourage everyone to write their ideas their sticky notes, one idea per note. Instruct everyone to post their stickies on a wall or whiteboard. Once everyone is finished, review the notes and select the priorities.

Image 1.jpg

Reproduce the agenda topics that made the cut onto the index cards. Ask the group to slot the index cards into place within the clock. As soon as they've finished slotting the cards, review each card and ask what should be covered within each topic. Use the stick notes to capture these ideas and stick them to the appropriate index cards (this way, if you need to rearrange the timing, everything stays together).

 

Here's an example of what I created with a client recently!

 

Image 2.jpg

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