Featured Webinar: Salesforce- Eloqua Integration: What’s in it for sales?

Dream. Dare. Do – that is Suyati’s work principle in a nutshell.


Are you looking at ways to revive the isolated, but critical leads on track to improve your sales performance? We are happy to help you!

This webinar on Salesforce-Eloqua connector discusses, a sales acceleration app that helps in bringing the essential leads to boost your business.

Salesforce-Eloqua connector is a sales acceleration app that facilitates the seamless transfer of lead info from Eloqua to Salesforce. While it allows the sales guys to make the best of the lead data, the marketing folks can utilize this app to know how well their campaigns have performed which had brought in the leads.

Don’t miss our webinar to know more about Salesforce-Eloqua integration process, the cool features it offers and the future prospects.

Agenda

  • Introduction to Salesforce Eloqua connector
  • Features of this integration
  • Demo of the app
  • Future enhancements

Introduction to the Salesforce Eloqua connector:

The Salesforce-Eloqua connector is aimed to be a sales acceleration app which helps a sales person to get more detail about their leads and improve their performance. Essential data which is available with Eloqua can be brought into Salesforce and put into better use by salesperson through this connector. Otherwise, it will be isolated from the salesperson. It also provides facility to send details for the leads which turn into successful business back in Eloqua. Thus marketing team using Eloqua can acquire additional information about the performance of their different campaigns which bring in leads. This connector helps to drive revenue by providing information they need to close more sales through lead scoring, analytics, etc.

Features offered by Salesforce-Eloqua connector:

  • Acquire qualified leads:

this is the prime feature of this connector. Leads are termed as contacts in Eloqua. Eloqua maintains unique email id for all its contacts; it filters contacts based on their email id. This helps to avoid duplicate lead creations. We can save qualified leads to Salesforce and then provide the sales person better-cleansed data for their leads.

  • Track the lead activities:

The sales person can track the activities performed by leads through Eloqua campaign within Salesforce. We will bring all activities performed by leads through Eloqua to Salesforce connector. Eloqua tracks various activities such as Website Visit, form submission, email clicks or options, email bounce back and campaign membership. These activities can be brought into Salesforce through Eloqua and associate them with respective leads. This will help the salesperson to get more details about their leads and know their interest. This information gathered to Salesforce from Eloqua will ease the conversion of the lead.

  • Calculating lead score:

Our connector automatically calculates the lead score of leads created through Eloqua. The lead score can be calculated based on the activities performed by each lead. This will help the salesperson to prioritize and manage leads. Based on the lead score there will be a star rating for each lead.  This is useful for a salesperson to identify and categorize active leads quickly.

  • Push opportunity and related lead details to Eloqua:

Activities fetched through Eloqua is the key feature for lead conversion. Once a lead is converted to an opportunity, we can provide salesperson the facility to inform this back to marketing people by pushing this opportunity through Eloqua so that, we can identify which leads are converted to successful business. This lead data can be used for their future campaigns.

  • Object and field mapping:

The salesperson can map Salesforce opportunity to any existing custom object in Eloqua. They can also create a new custom object in Eloqua if they need it for mapping.  The user will be provided facility to create and specify the object name, required fields, etc. the mapping will be saved, and the user can edit the current mapping whenever needed.

Demo of our connector

This demo deals with use keys.

Consider ABC as a company using Eloqua as their marketing tool. ABC’s marketing team generates leads to different campaigns. These campaigns and lead details are stored in Eloqua. ABC ‘s sales team does their business in Salesforce. The sales team cannot access lead information unless it is available in Salesforce. So the administrator exports data from Eloqua and imports that into Salesforce manually as exe files. This is a tedious process which takes time, especially if we manage large volume of data. Similarly marketing team needs to handle the opportunity details from Salesforce, here also admin needs to perform the same steps for data loading. To overcome this manual effort, we introduced Salesforce-Eloqua connector. Eloqua Salesforce connector is a sales acceleration app which brings leads from Eloqua into Salesforce and automates all the manual efforts which we discussed. Hence it empowers your sales team to close more business deals.

  1. We need to authenticate Salesforce and Eloqua. To authenticate, log in to your Eloqua account, create an app for authentication.
  2. When creating this app, we need to specify callback URL. This will be the URL for the callback URL for your app.
  3. After creating app id you will get a client id and a client secret.
  4. You will need to configure this in Salesforce for authentication. In the Eloqua, authentication page is where you will enter your client ID and client secret which you got previously. We have already configured here with Eloqua. You can enter your client ID and client secret so the app is ready to use.

Let us take a look at the features provided by our connector. Fetch Eloqua leads, is the primary feature provided by our connector. Our connector fetches leads from Eloqua on a daily basis. We differentiate Eloqua leads from already existing leads in Salesforce by updating leads source as Eloqua. Here you can see many leads having Eloqua as lead source. We store Eloqua's record id also. The leads not having value for Eloqua id will be the existing leads in salesforce.

Get lead activities is the next feature that we introduce in our connector. Once leads are fetched successfully, we can fetch their activities also. Here, click on get Eloqua activities button to fetch activities for the current lead. You will see the fetched activities in the activity related list. Based on this activity a lead score will be calculated. There is also a star rating updated for this lead. For each activity, we have assigned a score. So the salesperson can easily identify dominant leads.

Object and field mapping is next feature. If the lead is successfully converted to an opportunity, we can push these lead details and opportunity information back to Eloqua. For pushing this opportunity details, we need a custom object or table in Eloqua so that the data can be stored.  Eloqua object mapping is the page where you can configure this mapping.

Here you can edit the existing mapping. Here we have mapped the existing opportunity with the opportunity object in Eloqua. If you edit this current mapping, you can see the Salesforce opportunity field and Eloqua opportunity field. You can add new mapping or remove existing mapping by unticking these check boxes. After completing the mapping, click on Finish button. If you need to map opportunity with other object in Eloqua, there is a facility to implement it. Click match to other object. You can see the available custom objects in Eloqua here. From this list, you can choose to which object you need to map opportunity. Select any object and click next. Here you can map the fields also. After completing your mapping, click on finish. We will be providing an opportunity to create new object in Eloqua from Salesforce if the existing objects are not suitable for your mapping. Click create new object in Eloqua, give an object name, description also, select the required files you need for new object. Click finish after completing this. If you go to Eloqua’s custom objects list, you can see the newly created object here. You can see test object, Push opportunity and related lead details to Eloqua. We can notify the marketing team which leads results in closing their business lead successfully.

Example:

Converting a lead into opportunity- Let us call this opportunity Suyati.com; we can push this to Eloqua. Click on push to Eloqua so you will see the current mapping and value for each field. Click confirm once you are confirmed with field mapping so this will be pushed to Eloqua. If you go to Eloqua, you will be seeing newly pushed opportunity record here.

Coming Up: Future enhancements

Suyati is planning for some future enhancements to this connector:

  • Automatically push opportunity to Eloqua if lead is converted- As of now, we need to go to each and every opportunity page and click on push to Eloqua button. We are trying to automate this process.
  • Facility to configure lead score- As of now, we need to score for each activity in custom setting. If we need to modify any score, we need to go there and edit. So we will be providing a UI to customize the lead score so users can easily configure their score for each activity.
  • Automated lead fetching- Currently, we need to go to each lead detail page and click on get lead activity button to fetch activities from Eloqua. We will be automating this fetching soon, otherwise, it will be tedious.

 

Questions and Answers:

If I have two different Eloqua accounts, can I integrate both with the same Salesforce account?

Currently, we cannot integrate with two Eloqua accounts. If you need, you can reset the current Eloqua account credentials with the second account. And proceed with the second account.

Can I filter the leads manufacturing from Eloqua?

In this version, we did not implement this functionality, but we will include this filtering function in next version.

Will the already fetched activities from Eloqua get duplicated if the button is repeatedly clicked?

No, it won't get duplicated if button is repeatedly clicked, we have certain criteria to prevent this duplication.

Can I pull the existing lead score from Eloqua?

As of now, you cannot pull the existing lead score from Eloqua. If the API is available to fetch lead score, we will include this feature soon.

Can we use lightening connect to integrate between Eloqua and Salesforce?

Sure, we can use the advantage of lightening connect, we have already conducted a webinar on this feature which is available on our website, do have a look.

In the demo you had shown pushing opportunity records from Salesforce to Eloqua, can we push another object instead of opportunity?

Currently, we are considering only opportunity records, so in the next version, you can expect more.

Eloqua provides integrations studio for Salesforce integration, what additional feature will I get if I choose your Salesforce Eloqua connector?

We have included functionality to create a new custom object in Eloqua within Salesforce. Also, there is a lead scoring functionality to prioritize our qualified leads. These are two additional functionalities offered by our connector.

Mail us at webinar@suyati.com

Speakers

Reshma Raveendran

Salesforce Developer

Reshma Raveendran is currently working as a Salesforce Developer at Suyati Technologies. She has around 2.3 years of experience in Salesforce Development and is a Salesforce.com certified Force.com developer (401). Her other areas of expertise include programmatic and declarative development. She loves to spend her leisure time in listening to music, gardening, and playing mobile games.