Top 10 Eloqua Hacks
That Will Turn You into a
Modern Marketing Magician
April 2017
Introduction
Laura Lewis
Carmen Gardiner
Customer Journey Manager, Progress
Marketing Operations Manager, Progress
http://linkedin.com/in/laura-lewis-7aaa5624
https://www.linkedin.com/in/carmengardiner/
Progress: Our mission is to provide the best platform to build
and deliver mission-critical business applications
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#1: Finding Hidden
Dependencies
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Finding Hidden Dependencies
 Go to Settings/Fields and Views
 Ctrl+U
 Find Security Token in the first row
 Copy/Paste
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Finding Hidden Dependencies
 Go to URL:
https://secure.p0#.eloqua.com/agent/Contact/DataSetupManager.aspx?xsrf
Token=tokengoeshere
•
•
•
•
•
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Decision Rules
Field Merges
External Calls
Bulk Exports
Saved Uploads
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#2: A/B Testing using
Eloqua Contact IDs
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A/B Testing Using Eloqua Contact IDs
 To create an A/B Testing filter, create a
new shared filter and look at the Contact
Field “Eloqua Contact ID” ends with #
 A 50-50 test will look at all even/odd
Eloqua Contact IDs (Don’t forget 0!)
 You can also set up filters for 10%, 20%,
etc. splits
• For 10%, use 1 number
• For 20%, use 2 numbers
 Add your filter into your campaign canvas,
and activate!
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A/B Testing Using Eloqua Contact IDs
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#3: Using Query Strings to
Track Google Adwords
Links to Generic Landing
Pages
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2 Ways to Track URLs in Adwords
1. Manually Tagged URL:
www.website.com?utm_source=Google&utm_medium=cpc&utm_campaign=CampaignName
• Allows you to pass query string values for tracking.
• Rarely used: very time consuming
2. Autotagged URL:
www.website.com?gclid=F19yhI90Ojhug23J8920309h882h3i3ui2g
• Google translates tracking code to values only Adwords can decipher.
• Most organizations use this approach as its faster and provides more robust reporting
***All autotagged URLs have gclid in the URL as a query string parameter.
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Use Query Strings to Track Google Adwords Leads
Tracking query strings in Eloqua:
1. Add gclid field to forms, add Javascript to pull data from query string—see topliners article
2. Add form processing step to write “utm_medium=cpc”, “utm_source=Adwords” if gclid value
detected
3. Pass this value to CRM in Campaign Member record
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#4: Use Custom Signature
Rules in Email Campaigns
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Use Custom Signature Rules in Email Campaigns
• To create a signature layout:
• Navigate to Assets > Components > Signature Layout
• Use the HTML or design editor to create your signature
• Drag and drop dynamic sender fields from the menu on the right
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Use Custom Signature Rules in Email Campaigns
• Your Eloqua Administrator can
update user profile records to
include the fields needed to
populate a signature
• Each person who has a signature
set up needs to have an Eloqua
account
• The fields can be populated
under the ‘General Info’ section
on the user record
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Use Custom Signature Rules in Email Campaigns
• To create a signature rule:
• Navigate to Assets > Email Setup
> Signature Rules
• Create a new rule & give it a name
• Select a default – who the
signature should populate with
when none of the rule criteria is
met
• Define what field your rule should
look at
• Check off which names/addresses
this signature should update
• Insert the value the field should
say, and the Eloqua user that this
value should then populate with
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Use Custom Signature Rules in Email Campaigns
 Finally, use your new
signature layout in an email
 Use the orange ‘Signature’
button to drag/drop your
signature into your email
 When testing, make sure you
populate step #2 with a
sender name
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#5: Use Program Builder
to Allow Multiple
Campaign Canvas
Re-Entry
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Use Program Builder to Allow Multiple Campaign Canvas Re-Entry
• Start off by creating a new program in
Program Builder
• The flow of your program will be:
1. Entry step
2. A decision rule for any excludes that you
would have built into your segment—if
someone meets the exclude criteria,
they can be removed from the program
3. A step to move the contacts to your
campaign canvas
4. A wait step to stop campaign canvas rere-entry for as long as you prefer
5. A step to remove contacts from the
program
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Use Program Builder to Allow Multiple Campaign Canvas Re-Entry
 Now that you’ve built your program, you need
to add the feeder and allow re-entry
 To add the feeder:
1. Select ‘Add Members to this Step’ from the
carat options on the Entry step
2. Create a new Automatically Recurring feeder
3. Select your filter and how often members
should enter the program
 To allow program re-entry:
1. Select ‘Edit Program Details’ from the
Program dropdown at the top right
2. Check off the ‘Allow members to enter the
program multiple times’ checkbox
 Activate your program and campaign!
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#6: Automating Contact
Deletion
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1. In Deletion program, create step to Add Contacts to Contact Group.
You need to do this in
order to access
Deduplication Rules
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2. Add step to Create Deduplication Rule
This is a hack to get us
access to the Contact
Delete Function
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3. Set Deduplication Filters and Match Criteria
Set filter to match on
ALL contacts in Contact
Group
Set Match Criteria to
find contacts where
Email Address is Exact
Match
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4. Create Deduplication Handler Set
Handler sets lets you
show what to do with
the matches and nonmatches
This allows you to Call
the Delete Function
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5. Select Matches Destination; Add Handler
This allows you select
ALL contacts in set as
your definition included
ALL contacts
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6. Select Delete Permanently
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7. Repeat last 2 steps for each Handler option
Just in Case! The first
handler should cover
all contacts, but just to
be sure, repeating for
all options ensures all
contacts will be deleted
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8. Add Deduplication Rule to Handler Set in Program
This creates a Delete
All Function. No Exit
Step required
*Optional, if you want a
record of this contact’s
data you can write it to
a CDO prior to the
delete step
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#7: Manually Sync Your
Campaign to CRM
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Manually Sync Your Campaign to CRM
• Start off by going to:
• Settings >
• Integration >
• Outbound >
• And then find your system’s
Create Campaign call
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Manually Sync Your Campaign to CRM
 Click on the ‘Create Campaign’ call, and then select the ‘Edit’ pencil
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Manually Sync Your Campaign to CRM

From the window that opens, go to
Options in the top right corner, and
select ‘Test external call’

From here, select your campaign
in the box

Hit ‘Prepare for test’ to see the
data in your CRM before you test
and after the test

Then choose ‘Execute test’

Your CRM Campaign ID will now
be shown at the top of this window
and appear on your campaign
canvas, and in your CRM
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#8: Use CDOs to Ensure
You Never Miss a
Campaign Association
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Use CDOs to Ensure You Never Miss a Campaign Association
 Issue with out-of-the-box Campaign Association in Program Builder is that it takes time for a
lead to run through integration program
 While this is happening, multiple forms can be submitted
 If you are storing your Campaign data on the Contact, it can get overwritten
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1. Create CDO for Campaign Processing
 Create CDO with the following fields:
• Email Address
• Campaign ID
• Campaign Status
• Campaign Date
 Leave Unique Code
Field blank
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2. Create External Call to Create Campaign Member from CDO
 Navigate to Setup/Integration
 Go to Outbound/Internal Events/Custom/Custom Data Card Events
 Click on the carat and select Create New Custom Event; name the Event and save
 Click on the carat next to the new Custom Event and select Create New External Call
 Select the Custom Object we created earlier
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2. Create External Call to Create Campaign Member from CDO
 Choose Action: Create
 Choose Entity: Campaign Member
 No need to set any other values
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2. Create External Call to Create Campaign Member from CDO
 Map SFDC Campaign ID
and Campaign Status
from CDO
 Map SFDC LeadID from
Contact
 On next screen, ensure
external call is mapped to
event we just created and
save
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3. Create Program for Campaign Processing
 Create a program with the following steps:
• Check for LeadID (recurring)
• Create step to run Campaign Member from
CDO call we just created
• Optional: Repeat for any additional Lead
categories (e.g. Products)
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4. Set up CDO to Pass New Records to Campaign Processing Program
 Navigate to CDO
 Select Custom Object/Custom Object
Record Services
 Under New Data, Add Processing
Step: Add to Step in Program Builder
 Choose Entity Type = Custom Object
Records
 Select Program and Step
 Add any optional criteria
 Enable Service—any new records
will feed into the program we created,
wait for a Lead ID, then associate the
campaign member
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5. Send Campaign History to CDO
 Update your forms with Update Custom Object Processing Steps
 For manual imports, be sure to import into Campaign Processing CDO
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#9: Improving Deliverability
in Gmail’s Multi-Tab Inbox
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Improving Deliverability in Gmail’s Multi-Tab Inbox
1. Avoid keywords such as “offer,” “prize” and similar in title, body and subject line
2. Minimize HTML and CSS comments in the email code
3. Avoid large images (both dimensions and file size)
4. Review any “view this email online” links, or consistent email headers—Google
recognizes these as repetitive and promotional
5. A personalized sender increases the chances of making it into the Primary inbox
6. The <title> tag (in email HTML) should contain the same text as the subject line
Takeaway: Emails that read less like a marketing offer have higher chances to land in
Primary. Google’s algorithms are learning and adapting based on what is common,
repetitive and found in many messages. By differentiating with content, senders and
templates, you will have a higher chance to not get filtered into a secondary inbox.
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#10: Account-Based
Segmentation with
Custom Data Objects
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Current State of Account-Based Segmentation
 What can you do natively in Eloqua?
Contacts
Accounts
 Segmentation Capabilities: Contacts in an Account (including any fields on Account)
 Use Case: Contacts in EMEA in Partner Accounts
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Account Based Segmentation Using a Custom Data Object
 Using Custom Data Objects to store Account information, you can add a layer of
information to extend your segmentation capabilities
Contacts
Accounts
Opportunities
 Segmentation Capabilities: Contact in an Account with an Opportunity (including any
fields on the Opportunity)
 Use Case: Contacts with C-level Title in Accounts with Open Opportunity
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1. Create CDO to Store Account and Opportunity Data
 Ensure you include Account ID as that is the field we will use to map to Contacts
(NOT Email Address)
 Also include Opportunity ID as this will be the unique Identifier
 Do not Select a Unique Code field
 Do not Select an Email Address field
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2. Create External Call to Pull Data From CRM
 Navigate to Integration/Inbound/Create Data
Sources/Create Data Source with External Call
 Set Data Type to Data Card
 Select Custom Object
 Check box for automatic execution
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2. Create External Call to Pull Information From CRM
 Choose Action: Retrieve, Entity: Opportunity
 Retrieve 18-character ID Optional
 Select fields needed for CDO and segmentation. Include Account ID & Opportunity ID
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2. Create External Call to Pull Information From CRM
 Create Filter:
Last Modified Date >= Last Successful Upload
 Map fields:
Match on Datacard field Opportunity ID
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2. Create External Call to Pull Information From CRM
 Check Map Data Cards
 Entity Type: Companies
 Entity Field: SFDCAccount ID
 Source Field: Account: Account ID
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2. Create External Call to Pull Information From CRM
 Schedule Autosync to run regularly
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3. Set up Account-Based Segments Using CDO
 Now you can create Segments based on Account
AND Opportunity criteria
 Use Has Linked Account in Custom Object criteria
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Questions?