E10: Personalizing Campaigns Flashcards Preview

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Flashcards in E10: Personalizing Campaigns Deck (92):
1

Lead nurturing is an ongoing conversation to...

help contacts learn why you are the best choice

2

Does nurturing drive more growth in leads or inquiries?

Leads

3

Close the gap - 4 steps

Lead information capture, scoring, routing, and monitoring

4

4 categories in communication pyramid, going up

batch and blast, segment, one to one, right time right message

5

7 rules of engagement

1. Don't initiate contact without a clear objective; 2. Start with customer, not with product; 3. Pick up where last interaction left off; 4. Don't ask for same info more than once; 5. Make the interaction personal and personalized; 6. Deliver info that reflects what you've learned about them; 7. Learn about customers in bits, not all at once

6

What is progressive profiling?

An approach where you don't ask for same information more than once, and learn about customers in bits

7

Why should you use clickstream data to build campaigns?

They outperform untargeted broadcast campaigns by nearly 4 to 1 (Forrester 2010)

8

Why should you use best in class lead scoring programs?

Increase pipeline thickness by 27% vs. average of 12% (Aberdeen study)

9

A lead that moves through all stages and has met marketing critieria is _____ to be passed through to Sales

qualified

10

True or false: RPM is about building a predictable funnel

True

11

Why is targeted communication effective?

drives a higher response rate since we have a better understanding of how to solve their problem

12

What's step 1 in creating a welcome campaign?

Define an objective.

13

How do you find a best practice welcome template?

Template Gallery: Eloqua Best Practices

14

What are the 4 kinds of Best Practices welcome campaigns in Eloqua?

Welcome, Event, Simple Nurture, Re-engagement

15

What's a spam trap?

A spam trap is where ISP's close down a live email address and reactivate it, and seed it into certain lists. They use them to sniff out non-permission-based marketing.

16

What kind of campaign can be effective in removing spam traps and stalled people from your database?

Re-engagement campaign

17

Can you add a URL into your template description area?

Yes.

18

What's a trigger-based campaign?

A campaign triggered by an event, such as someone visiting specific types of content on your website

19

Can you create a segment to find people who've been added to your database in the last 24 hours?

Yes

20

Where can you put campaign info in the description?

On a link or in Eloqua file storage

21

how do you find new contacts using filter criteria?

Using date fields in Compare Contact Fields

22

What are 3 ways to add members to a segment?

Filters, lists, upload individual contacts

23

What are 4 good examples of members to exclude?

Competitors, employees, low value roles, @Eloqua email addresses

24

Where are dynamic / personalization elements managed?

Component Library

25

What are 4 personalization options?

Field Merges, Dynamic Content, Signature Layout, Signature Rules

26

Where do Signature Layouts pull in information from?

The Eloqua User fields

27

What's an important thing to check before you personalize?

Is your data normalized?

28

What types of data can or should be normalized? Give 6 examples.

Job titles, job levels, industry sectors, industry type, country, regions

29

define: field merge

piece of dynamic content that pulls info from Contact or Account record for use in emails, on landing pages or forms.

30

what is the default value on a field merge?

a value that is substituted in case there is no data for the field

31

Would you use a default value to prepopulate a form field?

No!

32

What's a good best practice for naming a field merge?

Include the default value

33

Do forms and landing pages change the flow in a campaign?

No, they're added to the Campaign Canvas for reporting only.

34

Can you include field merges in your email header or footer?

Yes.

35

Why do we use E9 editors for signature layouts?

Because we can access user fields.

36

Who sets up user fields?

The administrator

37

Do users count against your Eloqua license?

No, they just allow you to create email users.

38

Can you create new user field names?

No but you can repurpose existing ones such as Personal URL

39

Name the two modes of signature layout creation

WYSIWYG mode and Source mode

40

If you don't use a signature rule in an email, or somehow indicate who it should be sent from, and you use a signature layout, what happens?

Eloqua won't send it

41

What is something you can tell from the blue handle?

That you can navigate directly into the editor.

42

define: dynamic signature rule

the instructions for displaying who the email is coming from

43

what's a default user in a signature rule?

A fallback user in case the signature rule isn't met - to make sure the email gets sent from someone

44

In defining signature rules how can you check for how consistent the data is?

Dropdown menu - View Field Details

45

What can you change in advanced settings on signature rules?

Sender Display Name, Sender Reply-to Address, Reply-to Display Name, Reply-to Address

46

How do you configure an email to send out via signature rules?

Configure by double-clicking email from campaign canvas

47

What's a caution for using dynamic content in emails?

Make sure the HTML content is appropriate for dropping into an email

48

What's a best practice for dynamic content?

Include default content in case there's no data to personalize

49

What's a nifty way to send out multiple language versions of an email?

Dynamic content (use with a rule that looks up their language)

50

Newsletter / dynamic content application

Create articles using dynamic content rules / preference center

51

In dynamic content what does full editor mode do?

Gives access to full image library, field merges, hyperlinks, etc.

52

Seven rules of engagement: 1. _____; 2. Start with customer, not with product; 3. Pick up where last interaction left off; 4. Don't ask for same info more than once; 5. Make the interaction personal and personalized; 6. Deliver info that reflects what you've learned about them; 7. Learn about customers in bits, not all at once

Don't initiate contact without a clear objective

53

Seven rules of engagement: 1. Don't initiate contact without a clear objective; 2. _____; 3. Pick up where last interaction left off; 4. Don't ask for same info more than once; 5. Make the interaction personal and personalized; 6. Deliver info that reflects what you've learned about them; 7. Learn about customers in bits, not all at once

Start with customer, not with product

54

Seven rules of engagement: 1. Don't initiate contact without a clear objective; 2. Start with customer, not with product; 3. ______; 4. Don't ask for same info more than once; 5. Make the interaction personal and personalized; 6. Deliver info that reflects what you've learned about them; 7. Learn about customers in bits, not all at once

Pick up where last interaction left off

55

Seven rules of engagement: 1. Don't initiate contact without a clear objective; 2. Start with customer, not with product; 3. Pick up where last interaction left off; 4. _____; 5. Make the interaction personal and personalized; 6. Deliver info that reflects what you've learned about them; 7. Learn about customers in bits, not all at once

Don't ask for same info more than once

56

Seven rules of engagement: 1. Don't initiate contact without a clear objective; 2. Start with customer, not with product; 3. Pick up where last interaction left off; 4. Don't ask for same info more than once; 5. _____; 6. Deliver info that reflects what you've learned about them; 7. Learn about customers in bits, not all at once

Make the interaction personal and personalized

57

Seven rules of engagement: 1. Don't initiate contact without a clear objective; 2. Start with customer, not with product; 3. Pick up where last interaction left off; 4. Don't ask for same info more than once; 5. Make the interaction personal and personalized; 6. ______; 7. Learn about customers in bits, not all at once

Deliver info that reflects what you've learned about them

58

Seven rules of engagement: 1. Don't initiate contact without a clear objective; 2. Start with customer, not with product; 3. Pick up where last interaction left off; 4. Don't ask for same info more than once; 5. Make the interaction personal and personalized; 6. Deliver info that reflects what you've learned about them; 7. ______

Learn about customers in bits, not all at once

59

What kind of campaign has the objective of targeting net new contacts added to the database within the last 24 hours and driving them to the corporate website within a 2 week period?

Welcome Campaign

60

Where can you find a configuration guide for Eloqua's Best Practice templates?

In the Template Gallery.

61

What campaign element would you use to exclude certain members from the workflow?

Decision Step

62

In the Best Practice Welcome Campaign, how much time is allowed between Emails 1 and 2 and between Emails 2 and 3?

4 days.

63

How do you add Field Merges to your signature layout?

Select "Insert User Field" from the bottom functionality bar in the Signature Layout Editor.

64

Name two ways you can test sending an email with a signature layout.

(1) Test Send, (2) Send from Canvas

65

Where in Eloqua do you create field merges?

Assets > Component Library > Field Merge

66

When you test send an email with a signature, what do you have to remember?

To select a User from whom to send

67

The Signature Rule is often referred to as a ________

Dynamic Signature

68

Where can you change your own Signature Fields?

Setup > Profile

69

Where can you set up signature fields for other users?

Setup > Users; search for a specific user.

70

Can you update multiple user profile information at one time?

Yes - this option is available to Administrative users in the setup area.

71

To send an email with a signature rule from the Campaign Canvas,

doubleclick into any Email asset, select the Signature tab and check the box to use a Signature.

72

Use your ______ to apply logic to the use of your Signature Layout.

Signature Rule

73

What's a different thing to do with Signature Layout?

Place it near the top, and include a "Get to know me" link that links to a bio page.

74

In a Signature Rule, how do you define the sender of the email?

With a Key Contact Field.

75

____ is targeted content inserted into emails and landing pages based on the recipient's contact information.

Dynamic content

76

Define dynamic content.

Targeted content inserted into emails and landing pages based on the recipient's contact information.

77

Can any contact field act as a trigger for dynamic content?

Yes.

78

What acts as a trigger for dynamic content?

Any contact field.

79

Dynamic content allows you to deliver a one-to-one message without ____

building multiple emails.

80

What are two ways to preview Dynamic Content in an email or landing page?

(1) click on the blue arrows (2) preview your email or landing page, then go into the contact record and change the field value for the key contact field, and preview again.

81

The ____ determines which piece of content is presented in the email or landing page.

Dynamic Content Rule

82

Every Dynamic Content Rule needs ____

default content, in case an email recipient does not fit the criteria.

83

What is Advanced Dynamic Content?

It is similar to creating a set of filter criteria, and involves adding multiple criteria for one Dynamic Content Rule.

84

How do you create Advanced Dynamic Content?

By clicking the plus sign in the bottom right of the Dynamic Content window.

85

In creating Advanced Dynamic Content, can you combine criteria using AND or OR booleans and group them using parentheses?

Yes.

86

How do you get to Dynamic Content in Eloqua?

Assets > Component Library > Dynamic Content

87

True or false? Dynamic Content is only for emails.

False - Dynamic Content can also be used on landing pages.

88

What does every Dynamic Content rule need?

Default content.

89

A key point in automating the process of personalizing campaigns is to provide a real-time feed from _______

different lead sources.

90

How do you allow leads to "raise their hand"?

With secondary call-to-actions.

91

In personalizing content, how do you keep leads interested?

By telling them what is coming next.

92

How can you determine when a lead's interest has increased?

By tracking online activity and using lead scoring.