This book looks at the Eloqua platform and breaks down the powerful tools that can be used to build automated digital campaigns for the modern marketer.
You will learn to build e-mails with personalized and reusable content. Gating of your high-value marketing content will be explored and implemented using the native features of Eloqua landing pages and forms. Contact management and segmentation will be covered in depth. If you want to learn how to take advantage of Eloqua, this book is for you.
Marketing Automation with Eloqua will help you realize your potential by demonstrating how your campaign vision can be translated into a digital campaign in Eloqua and how to measure its success.
Chapter 1, Creating Your First Campaign, walks through setting up a basic digital campaign in Eloqua to send an e-mail. The user interface is introduced, and many of the common tools used in Eloqua are touched upon.
Chapter 2, Eloqua Campaigns, reviews common-use cases involving Eloqua campaigns and discusses best practices to consider when designing your campaigns.
Chapter 3, Creating Your Next Campaigns, begins the building process of the campaign that will be built during the remainder of the book. The steps and assets that will comprise the final campaign are added to our Eloqua campaign as placeholders.
Chapter 4, Assets Overview, reviews the different assets that can be used in Eloqua campaigns. Eloqua's component library is discussed including the relationships between the components and the assets: e-mails, landing page, and forms.
Chapter 5, Managing E-mails, covers the e-mail editor in Eloqua in detail. The e-mails that are used in our campaign are all built out in this chapter using various Eloqua features, including field merges, shared content, dynamic content, signatures, and subscription management.
Chapter 6, Managing Forms, introduces the form editor. Field management is used while creating the backend form for our campaign. Available processing steps are described and a subset of those steps is used for our campaign's form.
Chapter 7, Managing Landing Pages, introduces the landing page editor. Differences between it and the e-mail editor are noted before using the editor to build the landing pages for our campaign. We use page snippets and dynamic content to gate content. Previously built e-mails are updated to link to the newly created landing pages.
Chapter 8, Contact Segmentation, details the relationship between contacts and the data that is collected in Eloqua. The source of filter criteria used in segmentation is detailed and an example segment is created for use in our campaign.
Chapter 9, Campaign Activation and Analysis, reviews the remaining steps to be configured in our campaign. A very simple leading scoring model is set up for use in our campaign and decision steps are configured. Our campaign is activated and standard reporting is subsequently reviewed.
This book is for any marketer, business analyst, or other marketing related professional wanting to gain practical knowledge of Eloqua 10. No coding skills are required, although there is a very small amount of copying and pasting code when using advanced functionality. It's assumed that you will have access to an Eloqua 10 instance to follow along.
In this book, you will find a number of styles of text that distinguish between different kinds of information. Here are some examples of these styles, and an explanation of their meaning.
Code words in text are shown as follows: "All code between the tags <script…> and </script> should be copied."
A block of code is set as follows:
<style type="text/css">
tabletable {
border: 1px solid #cccccc;
}
tabletabletable {
border: none
}
</style>When we wish to draw your attention to a particular part of a code block, the relevant lines or items are set in bold:
<script src="https://<elqdomain type=2/>/i/livevalidation_standalone.compressed.js" type="text/javascript"></script>
<script type="text/javascript">
window.onload = function() {
var field1 = new LiveValidation("field1", {validMessage: "", onlyOnBlur: true});field1.add(Validate.Presence, {failureMessage:"This field is required"});var field2 = new LiveValidation("field2", {validMessage: "", onlyOnBlur: true});field2.add(Validate.Presence, {failureMessage:"This field is required"});var field3 = new LiveValidation("field3", {validMessage: "", onlyOnBlur: true});field3.add(Validate.Presence, {failureMessage:"This field is required"});field3.add(Validate.Format, {pattern: /^[ ]*([^@\s]+)@((?:[-a-z0-9]+\.)+[a-z]{2,})[ ]*$/i, failureMessage: "A valid email address is required"});var field4 = new LiveValidation("field4", {validMessage: "", onlyOnBlur: true});field4.add(Validate.Presence, {failureMessage:"This field is required"});var field5 = new LiveValidation("field5", {validMessage: "", onlyOnBlur: true});field5.add(Validate.Presence, {failureMessage:"This field is required"});
};
</script>New terms and important words are shown in bold. Words that you see on the screen, in menus or dialog boxes for example, appear in the text like this: "Let's navigate to Assets | Emails in the top navigation bar."
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