ELOQUA FUNDAMENTALS: EFFECTIVE MARKETING CAMPAIGNS EXERCISE GUIDE

Transcription

1 ELOQUA FUNDAMENTALS: EFFECTIVE MARKETING CAMPAIGNS EXERCISE GUIDE

2 FUNDAMENTALS COPYRIGHT STATEMENT The software and documentation comprising this system are the property of Eloqua Corporation. All copyright, patent, trade secret, and other intellectual property rights in the software and documentation comprising this system are, and shall remain, the valuable property of Eloqua. The use, disclosure, or reproduction of the software and documentation comprising this system is strictly prohibited, except under written license from Eloqua or its licensors, and the unauthorized copying of these materials also constitutes a violation of law Eloqua. All rights reserved. Trademark Information Eloqua is a registered trademark of Eloqua Corporation. Eloqua and the Eloqua logo are registered trademarks of Eloqua Corporation. Disclaimer Eloqua Corporation will not be held responsible for any errors or omissions contained in this documentation. However, an effort will be made to correct any such error or omission within a reasonable period of time following its detection. Export Control Each Party agrees to (a) comply with all applicable laws regarding export or re-export of the Confidential Information, technical data, or derivatives of such items; and (b) not to export or reexport any such items to a destination or end user for which applicable law, including Canadian or U.S. law, requires an export license or other approval without first having obtained such license or approval. 2 of 91 Eloqua Education Services

3 ELOQUA TABLE OF CONTENTS Chapter 1: Contacts Segmentation & Distribution Lists Exercise 1.1 Manually Add Contact to Database. 10 Exercise 1.2 Create Contact Group. 12 Exercise 1.3 Download Files.. 12 Exercise 1.4 Upload Contact List. 15 Exercise 1.5 Create Contact Filter Exercise 1.6 Build a Distribution List.. 21 Chapter 2: HTML s & Template s Demo Create Group.. 23 Exercise 2.1 Create Folders.. 23 Exercise 2.2 Upload HTML Exercise 2.3 Edit HTML Exercise 2.4 Test Send Exercise 2.5 Batch Send HTML 29 Exercise 2.6 Create Template Exercise 2.7 Edit Template 33 Exercise 2.8 Test Send Template Chapter 3: Personalization Demo View & Edit Signature Layout.. 37 Exercise 3.1 Insert Signature Layout into Demo Edit Agent Settings Exercise 3.2 Test Send with Signature Layout Exercise 3.3 Copy Template Demo ADC Rule 43 Exercise 3.4 Insert ADC into Copied 45 Exercise 3.5 Test Send 47 Exercise 3.6 Quicksend Send to Instructor 48 Chapter 4: Reporting Exercise 4.1 Locate Metrics & Dashboards. 50 Eloqua Education Services 3 of 91

4 FUNDAMENTALS Chapter 5: Hypersites & Generic Landing Pages Exercise 5.1 Create Generic Landing Page 53 Exercise 5.2 Copy & Add Link to Hypersite 54 Chapter 6: Form Landing Pages Exercise 6.1 Create New Form. 57 Exercise 6.2 Create Form Landing Page Layout. 61 Exercise 6.3 Publish Form Landing Page to Hypersite.. 64 Exercise 6.4 Review Form Submission in Form Data. 64 Exercise 6.5 with Link to Form Landing Page.. 65 Chapter 7: Form Automation Exercise 7.1 Confirmation Page Processing Step.. 67 Exercise 7.2 Add Save to Contact Table Step. 69 Exercise 7.3 Update Existing Record or Data Object 70 Exercise 7.4 Add Send Step.. 72 Exercise 7.5 Add Notification Step 73 Exercise 7.6 Add the Add to Contact Group Step. 74 Exercise 7.7 Test Form Processing Steps. 76 Chapter 8: Alternate Versions of Forms Exercise 8.1 Create New Layout (Basic Layout). 78 Exercise 8.2 Update Processing Steps. 79 Exercise 8.3 Embed Form in Generic Landing Page 80 Chapter 9: Copy Forms Exercise 9.1 Copy Form 82 Exercise 9.2 Modify Layout 83 Exercise 9.3 Publish to Form Landing Page. 85 Review of 91 Eloqua Education Services

5 ELOQUA AGENDA DAY 1 During Day 1 of Fundamentals, you: Segment Contacts in Your Database Build a Distribution List Organize s Upload & Edit an HTML Create an Based on a Template Deploy s to a Segment of the Database Use Personalization in an Copy an Test s Pull Reports DAY 2 During Day 2 of Fundamentals, you: Create a Generic Landing Page Create a Form Create a Form Landing Page Layout Review Form Submissions Add Automation to a Form Create an Alternate Version of a Form Copy a Form *NOTE: Some items from Day 1 may carry over to Day 2 depending on the class pace. Eloqua Education Services 5 of 91

6 FUNDAMENTALS Intro: Why Eloqua? Eloqua assists in bridging the divide between the sales and marketing teams. It provides marketing the tools to execute simple campaigns such as single asset marketing offers or complex multi-channel campaigns such as event and campaign management, lead scoring and nurturing and passing qualified leads to sales. 6 of 91 Eloqua Education Services

7 ELOQUA Chapter 1: Contacts Segmentation & Distribution Lists Objectives By the end of this chapter you will be able to: Manually add a contact to the database Create a contact group Upload a contact list Create a contact filter Build a distribution list What are Data Entities? At its foundation Eloqua is a marketing database made up of prospects, contacts, companies and visitors. As you are just getting started with Eloqua, you ll find that Contacts are the entity you use for most marketing activities. Prospects are unique individuals in the database who do not have an address. Contacts are individuals with an address and a known level of permission (subscribed/unsubscribe). All Contacts must have an address and are automatically deduplicated by address. Eloqua Education Services 7 of 91

8 FUNDAMENTALS Companies store information about companies and can be linked to both prospects and contacts. Visitor Records are also referred to as Profiles. This is where digital body language is captured. All of the information from IP address, cookie and tracking script is captured in the Profile. Multiple Visitor Records can be linked to one Contact. Each data entity has a distinct data table to store information. The Contact Data Table allows for up to 250 Contact Fields, such as First Name, Last Name, Address, etc. 8 of 91 Eloqua Education Services

9 ELOQUA How do you add Contacts to the database? There are 4 main ways to add Contacts to the database: 1. Manually Enter 2. List Upload 3. Form Submission 4. CRM Update Eloqua Education Services 9 of 91

10 FUNDAMENTALS Exercise 1.1 Manually Add Contact to Database 1. Communicate > Marketing > Contacts 2. Make sure the sub-tabs are highlighted as Contacts : Contacts 3. Use the Quick Search to search for yourself 4. Get Started Bar Contacts drop down > Add New Contact 5. Enter address you can check during class 6. Save 7. Search for yourself in Quick Search again 10 of 91 Eloqua Education Services

11 ELOQUA What is Segmentation? Segmentation refers to the ability to locate a portion of the database in order to target that particular slice of the database. Two segmentation tools covered in this class: 1. Contact Groups 2. Contact Filters What is a Contact Group? A Contact Group is a way to organize a set of Contacts who share an attribute. Contact Groups make it easier to locate contacts in the future. By placing Contacts into a bucket it is easier to find them in the future. Eloqua Education Services 11 of 91

12 FUNDAMENTALS Exercise 1.2 Create Contact Group 1. Communicate > Marketing > Contacts 2. Get Started bar Contacts drop down > New Contact Group 3. Name the Group using the naming convention 4. Place in your class Folder 5. Save 6. Highlight the sub tabs as Contacts : Groups 7. Open class folder by clicking black + and locate your Group Exercise 1.3 Download Files (Contacts & HTML) 1. Go to 2. Click on Eloqua Fundamentals 3. Click on Upload Contacts 4. Save to Desktop, Open file 5. Add self to file and save as CSV 6. Return to the Training Docs Window 7. Click One zipped file link under HTML Sample 8. Save to your Desktop 9. Unzip folder (specific instructions follow) FYI: How to Unzip a File Internet Explorer - Windows 1. Save the One zipped file document to your Desktop 2. Choose Open when the Download Complete window opens 3. If you get a pop-up warning, choose Allow 4. Choose Extract All Files 12 of 91 Eloqua Education Services

13 ELOQUA 5. Select destination and click Extract FYI: How to Unzip a File Mozilla Firefox - Windows 1. Double click on One zipped file link 2. Move radio button to Save File then click OK 3. Downloads window opens, right-click on HTML Sample.zip and choose Open 4. Choose Extract All Files 5. Select destination and click Extract FYI: How to Unzip a File Mozilla Firefox - Mac Download HTML Sample Folder from 1. Double click on One zipped file link 2. Move radio button to Save File then click OK 3. Downloads window opens, Ctrl+click on HTML Sample.zip and choose Open 4. From the Finder window Ctrl+click choose Open With and then Archive Utility Eloqua Education Services 13 of 91

14 FUNDAMENTALS What is a Contact Upload? A Contact Upload is the function that allows you to add new Contacts to your database or update existing Contacts via file upload. 14 of 91 Eloqua Education Services

15 ELOQUA Exercise 1.4 Upload Contact List 1. Communicate > Marketing > Contacts 2. Get Started Bar Contacts drop down > Upload Contacts 3. Enter a Name for your upload 4. Click Next 5. Click Browse to locate the Contacts download on your Desktop 6. Click Upload and Preview Data 7. Scroll down in the preview to check that your information is the last line of data 8. Click Next 9. Check that all fields are mapped correctly (i.e. First Name to First Name, etc.) 10. Click Next 11. Click on the empty field next to Contact Group to open Search Window 12. Place a check mark next to your Contact Group under Recent Items 13. Check to see that the upper right hand corner of the Contact Group Search window now shows your Selected Contact Group 14. Click OK 15. Click Next 16. Add your address to the Notification are of the Summary screen 17. Click Finish Eloqua Education Services 15 of 91

16 FUNDAMENTALS What is a Contact Filter? A Contact Filter is a dynamic search tool that searches the database for contacts who meet a set of criteria and returns real time results. Contact Filters use a combination of three types of criteria (Contact Field, Activity, and Inactivity) as well as wildcards (*) and Boolean values to create a powerful filtering tool. Each filter can contain up to 15 separate criteria. 16 of 91 Eloqua Education Services

17 ELOQUA Exercise 1.5 Create Contact Filter Step One: Add Single Contact Field Based Criteria 1. Communicate > Marketing > Contacts 2. Highlight the sub-tabs to read Contacts : Filters 3. Click the drop down next to the Class Folder 4. Choose Create New Folder 5. Name your folder 6. Save, then Close 7. Get Started Bar Contacts drop down > New Contact Filter 8. Name Filter and place in your folder 9. Drag-and-drop Contact Field from the Field Based Filters area 10. Click in the empty field to the right of Contact where the value in 11. Search for Industry 12. Use the drop down arrow next to Industry to Select Item 13. Click OK 14. Keep does and Equal and type in an Industry name 15. Click Apply 16. Save Filter Eloqua Education Services 17 of 91

18 FUNDAMENTALS Step Two: Add Field Criteria Using Single Select List 17. Drag-and-drop Contact Field from the Field Based Filters area 18. Click in the empty field to the right of Contact where the value in 19. Search for State 20. Use the drop down arrow next to State of Province to Select Item 21. Click OK 22. Keep does and change Equal to Have a value in 23. Click in the empty field to the right of Have a value in which opens the Create Quick List Window 24. Click on the field next to Populate from a Select List 25. Search for State and choose Select Item from the drop down arrow next to State 26. Click OK 27. Place a check mark next to all States or Provinces you wish to filter on, then click Populate 28. Click Save and then Close 29. Click Apply 30. Save Filter Step Three: Add Activity Based Filter Criteria 31. Drag-and-drop Clicked an from the Activity Based Filters area 32. Add the number 1 to the right of Contacts who have clicked at least 33. Type the number 2 after Within the past and then choose 2 weeks 34. Click Apply 35. Save Filter 18 of 91 Eloqua Education Services

19 ELOQUA Step Four: Boolean Values & Unique Contacts 36. Click the Refresh button bottom center of screen to locate Unique Contacts for this Filter 37. Change the Boolean Value to OR 38. Click Refresh Button once more to see the change in number of Unique Contacts 39. Save NOTE: If you want to combine the two Boolean Values (i.e. use both AND as well as OR) switch to Advanced Mode. Then you can build complex logic, such as (Criteria 1 AND Criteria 2) OR Criteria 3 Eloqua Education Services 19 of 91

20 FUNDAMENTALS What is a Distribution List? Distribution Lists are used to define which contacts in the database receive an ; contacts can be added to the List or excluded from it. Distribution lists can be built using Contact Groups, Contact Filters and Individual Contacts. Distribution Lists are smart. What if you accidentally add a Contact more than once to an Included section? What if you sent out this exact last week to some of the people on the Included area of this distribution list? What if a Contact is in both the Included and Excluded areas of the list which do you think trumps? Eloqua has you covered and automatically helps you stay in compliance with unsubscribes. Eloqua places any Contacts who are un-marketable, such as unsubscribed or hard bounceback status, and places them in the System Exclude area of the distribution Excluded area. 20 of 91 Eloqua Education Services

21 ELOQUA Exercise 1.6 Build a Distribution List 1. Communicate > Marketing > 2. Highlight the Lists sub-tab 3. Click the drop down next to the Class Folder 4. Choose Create New Folder 5. Name your folder 6. Save, then Close 7. Get Started bar Create & Send drop down > Create Distribution List 8. Choose Select Contacts in the New Distribution List window 9. Name distribution list and place in your folder 10. Save NOTE: Many times in Eloqua when you click Save, you are presented with additional options. It is best to choose Save and then Close, rather than Save & Close. 11. In the Included section, click Contact Group Members 12. Click Add Contact Group 13. Place a check mark next to your Contact Group 14. Click OK 15. Close the Contact Group Members pop-up window 16. In the Included area, click on Search for Individuals 17. Click Add Contact 18. Search for your Instructor 19. Place check mark next to his or her name and click OK 20. Close the Search for Individuals pop-up window 21. Save Distribution List 22. Expand the Excluded Members area of the distribution list by clicking on the header title 23. Click on Filter Contacts in the Excluded area 24. Click on Add Contact Filter 25. Place a check mark next to your Contact Filter and click OK 26. Close the Excluded Filter Contacts pop-up window 27. Save Distribution List 28. To locate the total possible recipients for this distribution list, click Update Eloqua Education Services 21 of 91

22 FUNDAMENTALS Chapter 2: HTML s & Template s Objectives By the end of this chapter you will be able to: Create an Folder Upload a HTML Edit a HTML Create a Template Edit a Template Test Send an Batch Send an How are s Organized in Eloqua? In Eloqua, s are stored in Folders and Groups. Folder = Plain Manila Folder Group = Folder with Paper Sticking Out 22 of 91 Eloqua Education Services

23 ELOQUA Both Folders and Groups organize. Groups have POWER, they allow for: Roll-up Reporting Application of Default Header/Footer Granular Subscription Management In the area, you cannot move s between Groups because of the reporting that is tied into where the is stored. This means it is very important when you are creating or copying an to choose the group carefully. DEMO Instructor Creates Group 1. Communicate > Marketing > s 2. Get Started Bar Create & Send drop down > Create Group 3. Name Group and place in Group Root 4. Save Note: Remember Groups are generally created by Admins because of the Group Super Powers Exercise 2.1 Create Folder 5. Locate class Group If you do not see the Group, refresh the left navigation panel of your screen (Right click and choose Refresh in IE or in Mozilla choose This Frame > Reload This Frame) 6. Click drop down next to class Group and choose Create New Folder 7. Name Folder and Save Folder Group Eloqua Education Services 23 of 91

24 FUNDAMENTALS What types of s does Eloqua support? There are two types of s supported by Eloqua. They are HTML s and Template s. HTML s are uploaded from outside of Eloqua and then edited inside of Eloqua. Template s are created from scratch inside of Eloqua without needing to know how to read or write HTML. When working within s in Eloqua you need to decide what type of link is appropriate for each hyperlink. You can choose between Direct and Redirect Links. 24 of 91 Eloqua Education Services

25 ELOQUA Exercise 2.2 Upload HTML Step One: Load Content 1. Communicate > Marketing > s 2. Get Started Bar Create & Send drop down > Create HTML from Upload 3. Name 4. Associate with class Group 5. Browse for HTML folder and locate Sample-HTML- file 6. Click Next Step Two: Set Details 7. Choose your folder from the drop down 8. Enter Subject line 9. Type your information into the Display Name and Display Address fields 10. Click Next Step Three: Manage Content 11. Review images imported with HTML file 12. Click Next 13. Choose status of Redirect for all Links 14. Click Next 15. Review in Preview pane 16. Click Next Steps 4 & 5: Preview and Check 17. Enter your address in field to be sent a TEST of this HTML 18. Click Check 19. Once the Checker finishes, review results 20. Click Finish Eloqua Education Services 25 of 91

26 FUNDAMENTALS Exercise 2.3 Edit HTML Step One: Open Editor 1. Communicate > Marketing > s 2. To open the Editor, double click on your name at the top of My Recent Items Step Two: Edit Text & Add Field Merge 3. Delete Welcome to Fundamentals and insert your own headline text 4. Place cursor next to Hello and add one space 5. With cursor blinking next to Hello click Insert Field (bottom of editor) 6. Choose a First Name field merge from the drop down 7. Click Insert 8. Delete all of the left column text under this greeting line 9. Type in a sentence such as Click here to see more. Step Three: Insert Hyperlink to Webpage 10. Highlight Click here and click Insert/Edit Hyperlink 11. Keep Send to Webpage and on the next line add after the Place a check mark next to Insert as Redirect Link 13. Click Insert 14. Save Step Four: Insert Image and Edit ALT Tag 15. Move cursor under text and click Insert/Edit Image 16. Search the database for an image and then click Select 17. Click OK 18. Click on image to select it and click Insert/Edit Image again to view Image Properties 19. Scroll down and type in a Text Alternative or ALT Tag 20. Click Save and then Close 21. Save 26 of 91 Eloqua Education Services

27 ELOQUA Exercise 2.4 Test Send 1. Click on the button in the upper right 2. Choose Test from the drop down 3. Step 1 is already filled in 4. Step 2 is only used when you have a signature layout 5. In step 3 of the Test Center, Click Find Contact 6. Search for and select yourself 7. Click OK 8. In step 4 of the Test Center, move the radio button to HTML 9. Click Perform Test 10. When your test arrives, check the following: a. Is *TEST* added to the front and end of your subject line? b. Did the field merge add your first name? c. Is your ALT Tag displaying before you download images? d. Does your hyperlink take you to NOTE: Test Send information is not captured in any reporting. This is purely for internal testing purposes. Eloqua Education Services 27 of 91

28 FUNDAMENTALS How do you Send s in Eloqua? There are 3 ways to send s in Eloqua. 1. Test Send 2. Quicksend 3. Batch Send Test send is used for internal testing. You can test send to up to 5 Contacts at a time. This type of sending adds *TEST* to the beginning and end of the subject line. It allows for re-sending and it does not capture any reporting information. Quicksend is for sending live s to a small group of people (up to 25). This type of send does have special Quicksend Reporting and it does allow for resending. If your company has purchased Eloqua for Microsoft Outlook (ELMO), all s sent via are sent using Quicksend. Batch Send requires a distribution list. There is no limit to the number of recipients. There is extensive reporting around all Batch sent s. This type of send checks to see if the recipient has received this particular before if so, it excludes that person from receiving the a 2 nd time. 28 of 91 Eloqua Education Services

29 ELOQUA Exercise 2.5 Batch Send HTML 1. Communicate > Marketing > s 2. Click on the drop down arrow next to your under My Recent Items 3. Select Send as Batch 4. Step one of the Batch Wizard is prefilled because we chose the Send as Batch option located in the drop down next to this Click Next 5. Click in the Distribution List Field to open Search window 6. Search for your list, click on drop down arrow next to your list and choose Select Item 7. Click OK 8. Click Next 9. The system pulls information on who is eligible to be sent this from your distribution list Review recipients 10. Click Next 11. Click Next again to skip Step 3 in the wizard (you do not need to worry about the Personalize step until after you learn about Signature Layouts) 12. In step 4, keep the radio button on Commence Immediately 13. Click Next 14. Review and then click Finish Eloqua Education Services 29 of 91

30 FUNDAMENTALS How do You Build Template s? Template s are the Do-It-Yourself (DIY) s. You build this type of in 3 layers. 1 st Choose Your Template 2 nd Choose Your Theme Think of theme like your style sheet. The theme applies visual graphics and assigns fonts, color and text sizes. 3 rd Add Your Content In Template s you have two types of areas to add content: Red Zones and Blue Zones. Red Zones allow you to add text, hyperlinks, images and more. Blue Zones allow you to add Activity Driven Content (ADC) which is discussed later in this guide. NOTE: Blue Zones are only available in the Intermediate and Advanced Templates. If you want to use ADC, make sure you select one of the appropriate template. 30 of 91 Eloqua Education Services

31 ELOQUA Exercise 2.6 Create Template 1. Communicate > Marketing > s 2. Get Started bar Create & Send drop down > Create from Template Step One: Template Selection 3. Name your 4. Associate your with the class Group 5. Choose the Intermediate Template 6. Click Next Step Two: Set Details 7. Choose your Folder from inside of the class Group 8. Enter Subject line 9. Type in your information for Display Name and Display Address 10. Click Next Eloqua Education Services 31 of 91

32 FUNDAMENTALS Step Three: Manage Content 11. Click Select Theme 12. Choose the BP-Two Column (Right Side) theme with the red header 13. Click OK 14. Go to the Select an Area to Edit drop down and choose Headline 15. Type in a headline for this 16. Click Next (You add most of the content after you have finished the Wizard and the is saved) Step Four & Five: Preview & Check 17. Review the Preview and Click Next 18. Do not run the Checker, just click Finish NOTE: The Checker checks the links and underlying HTML code in an . Since you have not done much to this yet, you skip this step to save time. You also have access to the Checker from the Test Send window. NOTE: It is recommended that you complete the Template Wizard and then do the majority of your editing from the Editor window. 32 of 91 Eloqua Education Services

33 ELOQUA Exercise 2.7 Edit Template Step One: Open Editor (WYSIWYG What You See Is What You Get) 1. Communicate > Marketing > s 2. To open the Editor, double click on your name at the top of My Recent Items Step Two: Edit Text & Add Field Merge 3. Choose Greeting from the Select an Area to Edit drop down 4. Type in Hello then a space 5. With cursor blinking next to Hello click Insert Field (bottom of editor) 6. Choose a First Name field merge from the drop down 7. Click Insert 8. Return to the Select an Area to Edit drop down and choose Main Message 9. Type in a sentence such as Click here to see more. Step Three: Insert Hyperlink to Webpage 10. Highlight Click here and click Insert/Edit Hyperlink 11. Keep Send to Webpage and on the next line add your corporate web address after the Place a check mark next to Insert as Redirect Link 13. Click Insert 14. Save Step Four: Insert Image and Edit ALT Tag 15. Move cursor under text and click Insert/Edit Image 16. Search the database for an image and then click Select 17. Click OK 18. Click on image to select it and click Insert/Edit Image again to view Image Properties 19. Scroll down and type in a Text Alternative or ALT Tag 20. Click Save and then Close 21. Save Eloqua Education Services 33 of 91

34 FUNDAMENTALS Exercise 2.8 Test Send Template 1. Click on the button in the upper right 2. Choose Test from the drop down 3. Step 1 is already filled in 4. Step 2 is only used when you have a signature layout 5. In step 3 of the Test Center, click Recent Addresses and choose your address 6. In step 4 of the Test Center, move the radio button to HTML 7. Click Perform Test 8. When your test arrives, check the following: a. Is *TEST* added to the front and end of your subject line? b. Did the field merge add your first name? c. Is your ALT Tag displaying before you download images? d. Does your hyperlink take you to your corporate site? 34 of 91 Eloqua Education Services

35 ELOQUA Chapter 3: Personalization Objectives By the end of this chapter you will be able to: View a Signature Layout Edit Agent Settings Insert Signature Layout into an Copy an Insert Activity Driven Content into a Copied Send s using Test Send Send s using Quick Send Eloqua Education Services 35 of 91

36 FUNDAMENTALS What is a Signature Layout? A Signature Layout is a collection of field merges, images and hyperlinks that pull in an Eloqua Agent s information to make the appear to come from them. Signature Rules are a more advanced use of Signature Layouts. Signature Rules determine which Eloqua User s information to pull into the Signature Layout based on criteria associated with the recipient. For example, if the recipient is in Texas, use the Texas Salesperson s information in the Signature Layout. When you Insert a Signature Layout into an , you only see a place holder that says Signature Layout ### like in the image below. Note: Auto-Responder s are s that the system sends out automatically. This type of does NOT support Signature Layouts. The fails to send when a Signature Layout is placed into an Auto Responder of 91 Eloqua Education Services

37 ELOQUA Demo View & Edit Signature Layout 1. Communicate > Marketing > s 2. Get Started bar - Signature drop down > Manage Signature Layouts 3. Double click on Signature layout to open 4. Place cursor and click Insert Field 5. Select a Signature Field to insert from drop down 6. Click Insert 7. Save Eloqua Education Services 37 of 91

38 FUNDAMENTALS Exercise 3.1 Insert Signature Layout into Template 1. Communicate > Marketing > s 2. To open the Editor, double click on your name at the top of My Recent Items 3. Click Signature Conclusion in the Select an Area to Edit drop down 4. With cursor blinking, click Insert Signature Layout 5. Keep the radio button on Yes next to Insert a specific layout? 6. In the Layout to Insert drop down, select the signature layout that was just demoed 7. In the Preview Panel, do you see Please Update repeatedly? If yes, you need to edit Agent Settings (instructions in next exercise) 8. In the Sender for Preview locate your instructor s name to see the Signature previewed with actual information 9. Click Insert 10. Save 38 of 91 Eloqua Education Services

39 ELOQUA Demo Edit Agent Settings 1. Setup > My Settings 2. Click Edit Agent Settings 3. Under the Login Info header update four fields with your information a. Display Name b. First Name c. Last Name d. Address 4. Save 5. Scroll down and click on the header General Info (Signature Fields) to expand this section 6. Update the fields listed here and if there are additional fields in the Signature Layout you are using, update those as well a. Reply-To Address b. Company c. Website URL d. Job Title e. Business Phone 7. Save NOTE: Edit Agent Settings (under Setup > My Settings) is also where you go if you need to change your password or if you want to check which time zone you are in according to your Eloqua install. Eloqua Education Services 39 of 91

40 FUNDAMENTALS Exercise 3.2 Test Send with Signature Layout 1. Communicate > Marketing > tab 2. Open the with your signature layout under My Recent Items by double clicking on the name 3. Click on the button in the upper right 4. Choose Test from the drop down 5. Step 1 is already filled in 6. Step 2 determines which Eloqua User s information is pulled into the Signature Layout Locate your User # in the drop down 7. In Step 3 of the Test Center, click Recent Addresses and choose your address 8. In Step 4 of the Test Center, move the radio button to HTML 9. Click Perform Test 10. When your test arrives, check the following: a. Did your information populate in the signature layout? b. Did the field merge add your first name? c. Is your ALT Tag displaying before you download images? d. Does your hyperlink take you to the Eloqua Benchmark Report? 40 of 91 Eloqua Education Services

41 ELOQUA Why Copy an ? Save time by copying an and repurposing it. Whenever you copy an it is important to remember to change the subject line in the Details. Also, make sure you are saving the copied to the Group where you want it to live. Remember, once an is created/saved to an Group you cannot move it to a different Group. Exercise 3.3 Copy Template Step One: Copy 1. Communicate > Marketing > s 2. Click on the drop down arrow next to your under My Recent Items Choose Copy from the drop down Rename 5. Check that the correct Group is prefilled 6. Click Copy Step Two: Edit Details 7. Click button (upper right) and then Details 8. Choose the sub-folder within the class Group 9. Edit Subject Line 10. Edit Sender Information if necessary 11. Click Content (upper right ) and then Edit to return to the WYSIWYG Editor Step Three: Edit Click Headline in the Select an Area to Edit drop down Delete current headline and type in new headline 14. Highlight the hyperlinked text and click Insert/Edit Hyperlink 15. Click Unlink at the bottom of the Insert/Edit Hyperlink screen 16. Highlight the Click here text that is now unlinked and click Insert/Edit Hyperlink once more to add a new hyperlink 17. Type in Click Insert 19. Save Best practice: Whenever you copy an make sure you change the subject line. Best practice: Always unlink before trying to change or replace a hyperlink. Eloqua Education Services 41 of 91

42 FUNDAMENTALS What is Activity Driven Content (ADC)? Activity Driven Content is a piece of content placed into an based on data on the recipient s contact record. For example, if State or Province field equals Texas then show the piece of content below. An ADC Rule is the collection of criteria and content which is based on specific values in a Contact field. Every ADC Rule must have a piece of default content. This is the content that is shown to the recipient who does not fit any of the outlined criteria. ADC can be added to both HTML s and Template s. ADC Rules are created specifically for one type or the other. Therefore you have HTML ADC Rules and you have Template ADC Rules. If you are using a Template , you must have Blue Zones. This means the must use either the Intermediate or Advanced Template. The Simple (or one column) Template does not have any Blue Zones and, therefore, does not support ADC. 42 of 91 Eloqua Education Services

43 ELOQUA Demo ADC Rule Step One: Create ADC and Choose Default Content 1. Communicate > Marketing > tab 2. Get Started bar Tools & Content Components > Activity Driven Content 3. Click New Activity Driven Content Rule 4. Decide if this Rule is to be inserted into a HTML or a Template and move the radio button to correct type 5. Name the ADC Rule 6. Click in the Default Content field to search for a piece of Content 7. Search for a piece of content by searching for default state (or click Create New to build new content) 8. Click on drop down next to content and choose Select Item (Also from this drop down you can Edit and Preview Content Sections) 9. Click OK 10. Click Save (Do not click Save & Close. If you do you have to reopen your ADC Rule in order to define the criteria) Eloqua Education Services 43 of 91

44 FUNDAMENTALS Step Two: Add Criterion 11. Click the new button Add Criterion (along the button) 12. Leave the Entity type as Contact 13. Click in the Field Name field 14. Search for State 15. Click on drop down next to State or Province and choose Select Item 16. Click OK 17. Next to Is Equal to type in a State abbreviation 18. Click on the field next to Content to Insert 19. Search for content for the state chosen 20. Click on drop down next to the content you wish to select and choose Select Item 21. Click OK 22. Save Criterion and then Close to return to ADC Rule 23. Continue adding Criterion for different States 24. Save and then Close ADC Rule 44 of 91 Eloqua Education Services

45 ELOQUA Exercise 3.4 Insert ADC Step One: Add ADC to Copied 25. Communicate > Marketing > tab 26. Open the with your signature layout under My Recent Items by double clicking on the name 27. Click in the Blue Zone (right hand column of your Template ) 28. Click Add ADC 29. Search for the ADC Rule the instructor just demoed 30. Click Select 31. Click OK 32. Save Note: If you ever need to remove or replace ADC, open up the Editor, click on the ADC and use the Remove button along the top of the editor window. Eloqua Education Services 45 of 91

46 FUNDAMENTALS Step Two: Preview ADC 33. After you have Saved your , click the Content button (upper right) 34. Choose Preview 35. On the right hand side of Preview is a drop down for viewing the different pieces of content within the selected ADC Rule 36. Preview each of the pieces of Content 37. To return to the Editor, click the Content button (upper right) and choose Edit Note: Preview is not the most reliable way to check how the displays in an inbox. Use Test Send or run a Deliverability Test for the most reliable results. 46 of 91 Eloqua Education Services

47 ELOQUA Exercise 3.5 Test Send 1. Communicate > Marketing > tab 2. Open the with ACD inserted under My Recent Items by double clicking on the name 3. Click on the button in the upper right 4. Choose Test from the drop down 5. Step 1 is already filled in 6. Step 2 determines which Eloqua User s information is pulled into the Signature Layout Locate your User # in the drop down 7. In Step 3 of the Test Center, click Recent Addresses and choose your address 8. In Step 4 of the Test Center, move the radio button to HTML 9. Click Perform Test 10. When your test arrives, check the following: a. Which of the ADC content is displaying in your TEST ? Eloqua Education Services 47 of 91

48 FUNDAMENTALS Exercise 3.6 Quicksend Send to Instructor 1. Communicate > Marketing > tab 2. Open the with ACD inserted under My Recent Items by double clicking on the name 3. Click on the button in the upper right 4. Choose Quicksend from the drop down 5. In Step 1, choose the instructor s address from Recent Addresses or click Find Contact and search for instructor 6. In Step 2, locate your User # from the drop down. This is determining whose information populates in the Signature Layout and in the Sender information 7. Skip Step 3 8. Click Send 48 of 91 Eloqua Education Services

49 ELOQUA Chapter 4: Reporting Objectives A t the end of this section, you will be able to Explain Key Functions of Reporting Pull Reports on the Dashboard Pull Reports on the Group Dashboard Pull an Batch Executive Overview Report Why Use Reporting? Reporting in Eloqua provides you with a broad spectrum of metrics so that you can determine effectiveness, measure where you are now, track progress, prove value and more. Reports & dashboards are available to all Eloqua users and as you find favorite reports you can set up Updates so that your favorite reports are ed to you at a scheduled time. There are three main places where you can find reports & dashboards: 1. Eloqua Today: Saved reports, custom dashboards & overview dashboards 2. Report Console: Searchable area that gives access to all reports & dashboards (Evaluate > Reporting > Report Console) 3. Asset Level: Go to a particular asset, such as a particular or form, then use the drop down arrow to locate the dashboard for that asset When looking at s, there are several important metrics: Open Rate: Every that has had images downloaded Click Through Rate: Every where the recipient has clicked on a hyperlink Effectiveness Rate: Non-distinct click throughs/ non-distinct opens Received Rates: Number sent minus number of bouncebacks These metrics can be seen at the level, the group level and the entire install level. You start by looking at one leaf (i.e. metrics), then at one tree ( group metrics) and finally the entire forest ( overview metrics). Eloqua Education Services 49 of 91

50 FUNDAMENTALS Exercise 4.1 Locate Metrics & Dashboards What is the open and click through rate for your Template ? 1. Go to the area and locate your Template 2. Click on the drop down arrow and select Dashboard What is the open and click through rate for our Group? 1. Go to the area 2. Locate our Group 3. Click on the drop down arrow and select Group Dashboard What is the current open and click through rate for all of the s in the database? 1. Go to the Report Console (Evaluate > Reporting > Report Console) 2. Search for batch executive 3. Click on Batch Executive Overview report 4. Choose the time range of last week 5. Click View Report 50 of 91 Eloqua Education Services

51 ELOQUA Chapter 5: Hypersites & Generic Landing Pages Objectives At the end of this section, you will be able to Create a Generic Landing Page Add a Hyperlink to a Hypersite into an What is a Hypersite? A hypersite is a domain which can host landing pages. Admins create hypersites. However, any Eloqua user with access to the Hypersites area (Communicate > Hypersites) can create Generic or PURL Landing Pages. Form Landing Pages are created in the Forms area (Automate > Forms). All three types of landing pages can Support Field Merges (For example, First Name) Host Pre-Populating Forms Be Created Without IT Involvement Eloqua Education Services 51 of 91

52 FUNDAMENTALS How are Hypersites & Landing Pages Organized? In the Hypersites area (Communicate > Hypersites), landing pages are organized first by which hypersite they live. Then inside of that hypersite, they are listed in the following order: PURL (Personalized URL) pages (start with [#]) Form Landing Pages (start with /forms/ ) Generic Landing pages (start with /content/ ) If you are looking for a Generic Landing Page you need to go to Communicate > Hypersites. Then click the + next to the hypersite where your landing page lives. Then scroll past all of the PURL and Form landing pages. How are URLs Built for Landing Pages? All URLs start with the hypersite you select. What appears after the hypersite tells you what kind of landing page you are viewing. PURL pages include a number. Form Landing Pages start with the hypersite and then follow with /form/form_layout_name. Generic Landing Page URLs start with the hypersite and then follow with /content/name_of_generic_landing_page. For example: a. PURL LP: b. Form LP: c. Generic LP: 52 of 91 Eloqua Education Services

53 ELOQUA Exercise 5.1 Create Generic Landing Page 1. Communicate > Hypersites > Hypersites tab 2. Get Started bar > Hypersite Options drop down > Select New Generic Landing Page 3. From the list of available Hypersites, select the site that has been assigned to you for this class then click Select Hypersite. 4. Enter the Generic Landing Page Name. *This name appears in the URL 5. Click Save - The page refreshes and the HTML Editor appears. 6. Design your Generic Landing Page using the WYSIWYG editor. If you want to use HTML code created outside of Eloqua, click Switch to Source Mode to access the Source Mode editor. 7. Add text, images, alt tags and field merges as instructed in class 8. Click Save 9. Preview your Generic Landing page by clicking the created URL in the Generic Landing Page Name in URL field *Note that the URL contains /content/ * Eloqua Education Services 53 of 91

54 FUNDAMENTALS NOTE: Under Hypersite Options on the Get Started bar there is the option to Create New Hypersite. This creates a brand new domain and requires IT setup. Only Admins should choose the Create New Hypersite option. Exercise 5.2 Copy & Add Link to Hypersite 1. Copy an existing 2. Rename and place in Group 3. Go to Details ( button > Details) 4. In the Details, edit Subject line, Display Name and place in sub-folder within the Group if appropriate 5. Type Click Here and highlight it 6. Click Insert/Edit Hyperlink 7. Change When link is clicked drop down to Send to Hypersite/Hosted Form 8. Next to Select Hypersite, choose the hypersite where your generic landing page is saved 9. Move the radio button to Generic Landing Page and use that drop down to locate your landing page 10. Click Insert 11. Save 12. Test send to self and click on hyperlink Does the hyperlink send to the correct Form Landing Page? NOTE: Whenever you are inserting a hyperlink to a landing page created within Eloqua (i.e. Generic, Form, or PURL pages) use the Send to Hypersite/Hosted Form option. When using the Send to Hypersite/Hosted Form hyperlink you must select which hypersite your landing page is stored on, then select the type of landing page (PURL, Form or Generic) and finally use that drop down to locate your landing page. 54 of 91 Eloqua Education Services

55 ELOQUA Chapter 6: Forms & Form Landing Pages Objectives At the end of this chapter, you will be able to Create a new Form Create a Form Landing Page Layout Publish a Form Landing Page to a Hypersite Review Form Submissions in the Form Data Area Add a Hyperlink in an to a Form Landing Page How do Web Forms Work in Eloqua? There are two kinds of forms in Eloqua: Internal and External Forms. Internal Forms are created and hosted inside of Eloqua and all of the information is captured and processed inside of Eloqua. External Forms are created and hosted outside of Eloqua and then the data submitted is pushed into Eloqua where it can be processed. Every form includes a Form Data area and Form Processing Steps. Every Internal Form also includes Form Layout(s), which is the visitor facing side of the form. Let s follow the data. Someone visits your web form and clicks Submit. 1 st Stop: Form Data area 2 nd Stop: Form Processing Steps 3 rd Stop: Database The Form Data area is like an Island. All of the data submitted into a form is captured into the Form Data area. However, until you set up Processing Steps, that data remains only in the Form Data area. Eloqua Education Services 55 of 91

56 FUNDAMENTALS Form Processing Steps are like speedboats that can move data from the Form Data area out to the database at large AND automate certain processes such as sending a confirmation to every person who submits a form. Form Processing Steps are covered in the next chapter. 56 of 91 Eloqua Education Services

57 ELOQUA Exercise 6.1 Create New Form 1. Automate > Forms > Forms Tab 2. Get Started bar > Manage Forms and select New Form 3. Type in a Form Display Name Write down the name of your form here: 4. Place the form in your class folder 5. Enable this form for International Language Support Select the appropriate radio button. (Yes) 6. Indicate that This Form is hosted by Eloqua (only). Select the appropriate radio button. (No) 7. Click Create Form Eloqua Education Services 57 of 91

58 FUNDAMENTALS What s in a Form? The Form Name, International Language Support and Form hosting information above makes up the Form Details. This information remains available to you by navigating to the form and double clicking on the Form Name under My Recent Items or from within the Form folder tree. The Form Data area is created as soon as you click Create Form. This is also accessible from the drop down arrow next to the form name. 58 of 91 Eloqua Education Services

59 ELOQUA What is a Form Layout? Now that you have the shell of your form, you need a Form Layout to determine the look of the form and what information this form captures. There are two templates to choose from when building a form layout. They are: 1. Landing Page Template 2. Basic Template The Landing Page template works as a stand along landing page with a unique URL. This page exists in order to push people to the page to fill out the form. The Basic Form Template is just the guts of the form. There is no formatting, only the form fields and the submit button. The Basic Template is meant to be embedded onto a Generic or PURL Landing Page. Eloqua Education Services 59 of 91

60 FUNDAMENTALS How do you Add Form Fields to a Form Layout? Once you have created your Form Layout, there is an area of the screen that says Click here to start Adding Form Fields. When you click in that area it activates the buttons along the bottom of the Form Layout Editor. These buttons allow you to add different types of form fields. After you add a form field, it is a best practice to double click on the form field to open the Additional Field Properties. This is the area where you can edit the following: Field Name as it appears in Reports Form Field Type (Text box, Check box, Single Select List) Field Width & Height Is the Form Field Required? Validation Prepopulation 60 of 91 Eloqua Education Services

61 ELOQUA Exercise 6.2 Create Form Landing Page Layout Now that you ve configured the Form Details, you can create the layout, also known as the Form Landing Page (Visitor Facing). Step One: Form Layout Name, Template & Theme 1. Open your form by double clicking on the form name under My Recent Items 2. Click Layouts button and select New Standard Layout 3. Enter a Form Layout Display Name Write down the Form Layout Name here: 4. Select a Form Template. choose Landing Page 5. Click Add The Layout Template updates to include a header, footer, left and right column. 6. Select a Form Theme (In training install search for ef and select EF Theme Working ) 7. Click OK NOTE: Your Form has a name. Your Form Layout has a name. It is the Form Layout name that is used to build the URL for the Form Landing Page. It is important to jot down the form layout name so that when you are searching for your form landing page to insert a hyperlink into an , you know what name appears at the end of the URL. Eloqua Education Services 61 of 91

62 FUNDAMENTALS Step Two: Add Form Fields Activate the form fields menu by clicking in the box that says Click here to start adding form fields NOTE: Once you click in this area of the layout, you have access to the form field buttons along the bottom of the editor. 1. Click Add Contact Form Fields - Select from the list of available fields to add the following: a. First Name b. Last Name c. Address 2. Double click on each field to access the Additional Field Properties window a. Check the Field Name and Field Type b. Make these three fields Required c. Once required, make the First and Last Name fields say Yes, Any Entry is Valid d. Validate Address by saying No. Data is verified and map to Address e. Make all three fields pre-populating and check that the fields map to the correct contact record field f. To save changes to Additional Field Properties, use the black X in the upper right corner. 62 of 91 Eloqua Education Services