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Marketing Automation with Eloqua

Book Description

Eloqua is a fantastically versatile platform if you want to automate your digital marketing campaigns, and this book is the perfect guide. From generating personalized emails to analyzing results, it walks you through every aspect.

  • Learn the intricacies involved in filtering contacts

  • Implement and understand gating functionality

  • Explore campaign metric reporting

  • In Detail

    Eloqua is a powerful platform that develops automated marketing and demand generation software and services for business-to-business marketers. It provides enough tools to start to centralize marketing operations and build holistic views of demand generation across multiple channels. This, in turn, gives marketers actionable results for their campaigns and the ability to centralize more of this data from one or a few systems. It helps ensure every component of marketing works harder and more efficiently to drive revenue.

    This practical guide will help you realize your full potential by demonstrating how your campaign vision can be translated into a digital campaign in Eloqua, and how to measure its success.It will walk you through building a practical campaign, and explains the powerful features of Eloqua on this journey. You'll also learn how to utilize these features in your campaign along with various tools that will enhance its marketing value.

    This concise, yet focused guide 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.You'll learn how to build and manage your database, efficiently execute marketing campaigns, score and route leads to sales. You'll also learn how-to measure marketing's impact on your business. Gating of your high value marketing content will be explored, implemented using native features of Eloqua landing pages and forms. Contact management and segmentation will also be covered in depth.

    Table of Contents

    1. Marketing Automation with Eloqua
      1. Table of Contents
      2. Marketing Automation with Eloqua
      3. Credits
      4. About the Author
      5. About the Reviewers
      6. www.PacktPub.com
        1. Support files, eBooks, discount offers and more
          1. Why Subscribe?
          2. Free Access for Packt account holders
          3. Instant Updates on New Packt Books
      7. Preface
        1. What this book covers
        2. What you need for this book
        3. Who this book is for
        4. Conventions
        5. Reader feedback
        6. Customer support
          1. Downloading the example code
          2. Errata
          3. Piracy
          4. Questions
      8. 1. Creating Your First Campaign
        1. Navigation overview
        2. Creating an e-mail
        3. Creating a segment
        4. Creating the campaign
        5. Summary
      9. 2. Eloqua Campaigns
        1. Campaign overview
        2. Campaign entry
        3. Tracking external sources to landing pages
        4. Tracking external sources with forms
        5. Offline campaign components
          1. Offline activity – external assets and activity
          2. Direct mail
        6. Best practices of a campaign
        7. Summary
      10. 3. Creating Your Next Campaigns
        1. Campaign components
          1. AUDIENCE components
          2. ASSETS components
          3. DECISIONS components
          4. ACTIONS components
        2. Designing a campaign
          1. Building our campaign
          2. Campaign ASSETS
        3. Summary
      11. 4. Assets Overview
        1. Component Library
          1. Images
          2. File Storage
          3. Hyperlinks
          4. Field Merge
          5. Email Header
          6. Email Footer
          7. Shared Content
          8. Dynamic Content
          9. Signature Layout
          10. Signature Rule
        2. Summary
      12. 5. Managing E-mails
        1. Building e-mails
          1. Creating a template
            1. Editor overview
            2. Border and background
            3. Standalone images
            4. Text, field merges, hyperlinks, and images
            5. Shared content
            6. Signature
            7. Header and footer
          2. Creating e-mails
            1. Dynamic content
        2. Managing subscription preferences
        3. E-mail deliverability and testing
        4. Updating the campaign
        5. Summary
      13. 6. Managing Forms
        1. Creating a form
        2. Adding form fields
          1. Creating a new contact field
          2. Hidden form fields
        3. Adding processing steps
          1. Form processing step overview
          2. Processing steps for our form
            1. Update Contacts – With Form Data
            2. Send Notification Email
            3. Redirect to Web Page
            4. Subscribe Contacts Globally
            5. Add to Program
            6. Add to Shared Contact List
        4. Updating the campaign
        5. Summary
      14. 7. Managing Landing Pages
        1. Building landing pages
          1. Creating a template
            1. Editor overview
            2. Background and container
            3. Standalone images
            4. Text
            5. Page snippets
          2. Creating the landing pages
            1. Shared content
            2. Dynamic content
            3. Updating the remaining pages
        2. Updating the e-mails
        3. Updating the campaign
        4. Summary
      15. 8. Contact Segmentation
        1. Contact-centric data model
          1. Account and e-mail address data
          2. E-mail, website, and form activities
          3. Lead scores
          4. Campaign activity
          5. Custom objects and events
          6. Opportunities
        2. Segments
          1. Filter Criteria
          2. Individual Contacts
          3. Upload Contacts
          4. Shared Filter
          5. Shared List
        3. Updating the campaign
        4. Summary
      16. 9. Campaign Activation and Analysis
        1. Lead scoring
        2. Shared filters
          1. Lead scoring's shared filter
          2. Visited landing page's shared filters
        3. Updating the campaign
        4. Campaign activation
        5. Campaign analysis
        6. Summary
      17. Index