How to use Ektron Eloqua DXH Connector for Effective Persona Management and Email Marketing

Video Transcript:
Ektron Eloqua Connector Advantage




 A digital marketer’s challenges

Some of the primary problems a digital marketer faces are increasing bounce rates, targeted content, segmenting customers’ low-conversion rates, poor open rates and no clicks. The biggest challenge among these is targeted content and maintaining consistency in messaging across various channels—for instance, between e-mail campaign and the content of the website. The webinar will help marketers solve all these problems, learn to seamlessly integrate Ektron and Eloqua, and help improve conversion rate with the Ektron Eloqua DXH Connector. Most websites have conversion problem—the conversion rate typically changes from 1-3% and we spend huge amounts to bring a customer to our website, and yet lose customers.

If the conversion rate changes from 1-3%, then about 90% of the visitors on website are not interested in what is being offered to them in the website. If marketers are using the best tools to engage with customers then why are the numbers so low? One common mistake most marketers make is to use the same content to target all customers, irrespective of the differences between them. Each customer receives the same piece of content, irrespective of their interest, differences and demographic details.

The mistakes marketers make

Marketers maintain different lists for customers who are in the different stages of sales cycle—the various stages of sales cycle can be awareness stage, consider stage, purchase stage, service stage and loyalty stage. So typically marketers will segregate and group these customers in different lists and target different mail campaigns to each. And what happens when any of these customers click on the mail and land on website? They all see the same content. Most of the marketers fail at this stage. They should target content in e-mail; but when customer reaches the website, he/she doesn't get the message they want to see, the customer is lost at this moment.

As per the Janrain & Harris Interactive report, 74% of the online consumers get frustrated when content, like say offers, ads, promotions, e-mails, websites, etc. are shown that does not interest them. In spite of marketers using the best tools to send targeted e-mails to the customers, they are unable to reflect the same personalized content in all the channels.

Persona Management


Ektron Eloqua Connector Advantage

Moving on to targeting content for brand new website visitor—this is where Persona Management comes into play. Personas are based on different attributes; the attributes can be anything like a name, gender, designation, age, company etc.  So for example, we can create a persona; like, an individual from UK whose designation is Marketing Executive and for this type of persona we shall show certain kind of content, and another persona, a male from USA and in the age group of 21-25, we can show them another bit of content which suits their area of interest. Thus all the visitors will get the targeted content based on their persona and their area of interest. The fact is that 52% of the digital marketers agree that the ability to personalize the content is fundamental to the online strategy and there's also reports that say that personalized e-mails improve the click-through rates by 14% and conversion rates by 10%. Leads that are nurtured by the targeted content introduce 20% increase in sales opportunities.

Light demo of Ektron and Eloqua—your opportunity to understand how you can deliver targeted content to everyone

In this demo, you will see how to integrate Ektron with Eloqua, how to capture the details about the customers from Ektron and pass it to Eloqua, and then launching a campaign within Ektron and how to target content based on the area of interests of these customers.

So first we’ll start with creating and Integrating Ektron with Eloqua. The first step is we need to go to Settings page & click on DXH connection. There’s an option of adding inbound connection; so first, to integrate Ektron and Eloqua, we need to integrate Ektron to DXH and from DXH we need to integrate with Eloqua. So first we'll try to integrate Ektron and DXH—we need to click on Add Connection. We need to click on Add Inbound connection. So this is the connection that’s already added for the demo purpose. So we just need to fill in the details about the Ektron area. We just need to login and click on the Test Connection to check whether the connection has been established. So it shows that the connection is established and once we save the connection will be saved.

Ektron Eloqua Connector Advantage

Next, we need to integrate Ektron with Eloqua. Click to integrate Ektron and Eloqua. We need to click on Add Connection, click on Add Eloqua Connection. So this is the connector which has already been added; we just need to give the credentials of Eloqua into Ektron and check whether the connection is establishing. We are doing a test connection and test connection is completed. So now we've integrated Ektron and Eloqua, the next step is to get the customer details from the Ektron and push it to Eloqua.  So this is the sample website which we've created, so it's typically a marketing website where the customers can comment and register.

So this is the sample form where the customers can input their details like e-mail address, first name, a company or country and clicking on register will make them register. So these details are captured in the Ektron, so using form mapping we'll be pushing these details to Eloqua and we can use these details about the customers to launch a campaign in Ektron and Eloqua. So how do we capture these details from Ektron and push it to Eloqua. Here comes the play of form-mapping. To create a form-Mapping we need to go to Content tab and click on HTML Form/Survey. There's already a form that was created for the demo purposes. This sample form has all the fields that we just saw in the website. So we can see the fields created in the website to be shown in the Ektron work area tool. So we just to need  map all the fields from Ektron and Eloqua and once the fields are mapped all the content are being pushed from Ektron to Eloqua and launch a campaign using  Ektron and Eloqua.

So the form is getting  loaded, so we can see a digital experience of map form; we just need to map all the fields from Ektron to Eloqua, so there are few steps we need to integrate.  We map e-mail id which we captured in Ektron to the e-mail id of Eloqua and then we've captured details like company country first name last name etc. and now we are going to publish. So once we click on Publish all the details which we've captured in Ektron is being pushed to Eloqua. So now we have captured the details about the customers so next step is to launch a campaign from Ektron itself. We've developed a desktop picture which allows us to create and launch e-mail campaigns within the Ektron work area itself. So this is the e-mail which we've created it is a simple form, we just need to enter the e-mail title, subject, address from address from which the e-mail has to launch, the name of the e-mail, the e-mail group is nothing but the default header/footer templates. We have an option to choose content. We can choose the content which is passed in the Ektron CMS, Ektron is a CMS where we can store the content so we can either choose any of the content which is already available by default in Ektron or we can choose the content from the Eloqua mail. We’ve chosen the content from Ektron and the contact segment is nothing but the campaign list which we have stored in the Eloqua.

Ektron widget will dynamically pull the content the contact segment from the Eloqua. And we just have to choose the contact to which the email has to be launched. And enter the campaign title and campaign end date and click on activate to launch the email campaign.

Now that we have seen how to launch email campaign using Ektron content and there is another option for campaign with Eloqua mail.

Campaign with Eloqua mail helps us to re-launch the campaign which we've already launched using Eloqua. So this email will pull all the campaigns which you've already launched in Eloqua. We just need to choose the contents which we need to re-launch and choose the contact segment to which the email has to be send. So on choosing, filling all these details, and clicking on activate will launch the email to the subscribers. So now we have completed the following steps, we have integrated Ektron with Eloqua. We've captured the subscriber’s details. We've created an email campaign and launched an email campaign from the Ektron.

How to target personalized content to the subscribers?

Targeted content widget lets us create rule templates based on users' action to the email which we sent. For example, if the user has opened the mail, it means the users are interested in the content which we're showing. We can show content suits their needs.

Or if the user has unsubscribed the email, it means we need to show content which creates a need for the user. So depending on the action the user is taken, we need to show the content. So to create the role template we need to click on the target content widget and click on email Eloqua campaign tracking. Electra campaign tracking allows us to choose the campaign which we've launched we just need to choose the campaign for which we need to write the rule. For example, we will click on campaign title and to contact segment to which we've send the email. I have chosen the test email for demo purpose. And we need to choose the user action. There are 4 actions which are being described here.

  • Email open- It means that the user has opened the email.
  • Email send- it means that we've sent the email to the user but there is no response from user.
  • Email unsubscribe - it means that the user has unsubscribed our email.
  • Email click through - it means the user has opened the email and clicked the link in the email.

So these are some of the actions which a user can take and depending on the action, you can show the content to them. So for example, we click on email open, it means that we have a campaign called campaign title and the contact segment called test email and the users who have opened the email will be shown this particular content. So any user who satisfies this particular criteria will be shown this particular content. So this is how we target content based on users’ action in the email.

More on Persona Management

Persona management lets the users create attributes based on written personas. Different personas.

So to use, to create an attribute, we need to go to the persona management segment in Ektron. This is the persona management segment of Ektron. You can see some of the default attributes of Eloqua. Attributes can be anything like email, company name, and industry, and age, name.

You can see there are some of the personas which we've already created. Like a CTO from UK or a marketing director from US or Eloqua employees from UK. It means that when a CTO from UK clicks on the website, they'll be shown a particular piece of content which we've created for them. If a marketing director from US is visiting our site they'll be shown different content which suits their need. So using persona management, we shall create different personas and create content for those personas.

Here’s how you can create persona management within your website and put content based on the personas:

To create persona management we need to click on target content widget and click on persona title.

Persona title will list all the personas which you have created in the persona management.

For example, we have created CTO from UK and marketing director from US and Eloqua employees from UK.

For example, if we choose marketing director from US, the rule which we've given is a marketing director from US should be given a certain piece of content.

Any marketing director from US visits our website; he will be shown personalized content which we have shown. So by using this, we can create a personalized content depending on the attributes the user belongs to. So this will help us to create a target content based on the user's area of interest. So using this persona management and targeted content widget, as a marketer, we can create content which is based on the user's area of interest. So by integrating Ektron with Eloqua as a customer, I should see content, which is of my area of interest, and as a marketer I can show a personalized content based on the user needs.

So the gap between what the marketer wants and what the customer wants gets fulfilled using the Ektron and Eloqua integration.


Do we also have the ability to use the lead score while creating leads?

When you go to the targeted widget window, you can see all the attributes which is sent by Eloqua, which we can use to create targeted content.

Lead score is one of the attribute which we can use here.

On the screen, this lead score is another attribute which Eloqua is giving.

We can use it here, and drop it down on the targeted widget window and we can choose any content which will be given or which will be shown as per this lead score. For example, someone's lead score is 40 and the marketer wants to show a specific message or he wants to merge in more of this user or someone's lead score is high, let’s say 80 that means the user is almost on the closing state. So we can show only the relevant content.

Is persona management going to be part of this connector?

Persona management is a separate module, it doesn’t come as such as a connector.

Why we've shown persona management in this demo is basically for a marketer when he's creating these rules in the target widgets he has to use individual attributes like a country, probably, a specific region, or even the demographics like the company or the profile of the user or the role of the user. Then he has to add these attributes individually. But if we can use these attributes to create a specific persona, then the marketer has to drop only one attribute. That makes marketer’s life easy. However, the persona management is a separate tool for which you will have to check with Ektron.

What kind of content can be used in targeted widget?

To show that, let’s go back to the same window on which we have the targeted widget opened. We can add images or we can add anything related to the HTML font or HTML image, while creating this tool, you can put that as a text, put that as an image on your website. You can use that on page templates anywhere on your website. Homepage or any other landing page.


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Anurar R

Business analyst

Varun Phull

Business analyst

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