TalkTalk
TalkTalk Business is one of the UK’s fastest growing B2B telecoms providers, offering a full range of business-grade communications products and services, spanning internet access, data, voice and mobile. Their mission is to deliver what matters most to our 180,000+ business and public sector customers, and 800+ Partners, through reliable, easy-to-use, innovative, great value solutions.
Client Challenge
HMH approached Automate2Revenue who I was contracted to with the following objectives:
- Deliver SFDC CMO dashboards in Early 2021 that reflect current lead management state
- Agree on an approach for lead and campaign management using industry best practices
- Demonstrate how implementing the proposed Lead Management and Campaign Management strategy will:
- Meet both current and prospective customer needs
- Help achieve transformational goals and revenue objectives
- Address internal data pain points
Their issues surrounded two distinct areas that needed to be addressed in order to facilitate accurate CMO dashboards in SFDC that would allow granular reporting that was robust enough to drill right down into the return on investment of each campaign on each medium.
As well as optimizing their approach to campaigns so we could build the SFDC dashboards the following other issues needed to be addressed
Lead Management
- Missing key data on lead and contact records
- 43,924 leads rejected this year. (26k in September likely due to a clean up)
- Too many values for lead status
- No consistency between lead and account status
- 41,258 with no Original Lead Source
- Inadequate user experience due to digital experience with forms on website
Campaign Management
- Channels are inconsistent and often not accurate
- Campaigns are created in Workfront with little to no connection to Eloqua
- Social campaigns created in Sprinklr
- Google Ads inconsistent and not able to be tracked currently in Eloqua or Salesforce through automated means
- Campaign responses are inconsistent
- Webinars are not currently tracked effectively
Approach
I took a backwards approach, back tracking from the goal, namely creating these CMO dashboards in Eloqua. Below is an overview of the technical solution design.
Solution overview
I broke out the following areas that needed to be addresses in order to facilitate Eloqua feeding SFDC the appropriate data to facilitate custom CMO dashboards.
- Minimum mandatory fields
- Eloqua / SFDC integration app migration
- Standardize campaign templates
- Sprinklr / GA / Eloqua integration
- Template form types
- Marketing lead status
- Workfront integration
- Rejected & recycled lead program
- 2020 lead source program
Solution 1: Minimum mandatory fields set
The following items were addreses
- Minimum mandatory fields needed to be for contact data
- Picklists created for:
- Lead status
- UTM Medium
- UTM Source
- UTM Campaign
- UTM Term
UTM Source, Campaign and Term are self explanatory, UTM Medium was finally agreed and the marketing lead source set to this:
| Lead Source (UTM_Medium) | Description |
| CPC | All digital paid advertising, including paid social |
| Internal HMH customer-facing emails | |
| SOCIAL | All organic posts on Facebook, Twitter, LinkedIn and YouTube |
| Print advertising booked through the agency | |
| PAID MEDIA | Digital advertising booked through the agency for education-specific sites and emails with limited audiences |
| DIGITAL PRINT | Digital versions of the print ads above |
| EXTERNAL EMAIL | Subset of paid media; dedicated, advertorial emails sent out through partners. |
| MICROSITE | A specific subset of paid media; |
| DIRECT MAIL | Print materials (brochures, flyers, postcards) distributed through mail, sales reps, and online |
| SEARCH | Incoming traffic from Search engines |
Solution 2: Eloqua / SFDC integration app migration
As of the 21st February 2021 Oracle no longer supported Eloqua native integration studio
This presents the opportunity to:
- Redesign and fully map the SFDC integration
- Implement closed loop reporting – even though our actual reporting was to be done using lead, contact, campaign member and opportunity objects in SFDC.
Solution 3: Standardized campaign templates
We developed standard campaign canvas workflow templates for:
- One shot emails
- Lead nurture
- Tradeshows
- Webinars
- Sampling site
Solution 4: Eloqua / Sprinklr integration
Install and setup Sprinklr integration apps:
- Sprinklr / GA integration
- Sprinklr / Eloqua integration
Solution 5: Template form types
Template forms for were created for all form types
We then used this opportunity to move into progressive profiling but that did mean a landing page template standardization by type
Solution 7: Workfront integration
We explored Eloqua / Workfront integration how ever it ended with not being required – The Workfront integration still isn’t suitable for Eloqua, you can read more about it in my in depth blog post: https://greg-staunton.com/eloqua-workfront-integration – Seriously though you are better off with Oracle Content Manager or Compendium in old money.
Solution 8: Rejected and Recycled lead program
REJ leads will be analyzed and the profile model will be updated
REC leads will be analyzed and the engagement model updated, they were then going to be put into a lead nurture program
* Best in class:
MQL -> SAL = 90%
SAL -> SQL = 70%
Solution 9: 2020 lead source program
We created a program to assign:
- Lead source original from lead CDOs
- Create a lead source washing machine
Impact
I don’t really feel the need to talk about the impact to be honest. The images tell you everything you need to know.
This project taught me a hell of a lot about how to create really good Campaign dashboards in SFDC. For years I have been telling marketing manager/directors that they need to do their campaign reporting in SFDC, not Eloqua closed loop reporting. Your numbers will not match up with SFDC and since sales uses SFDC and they are seen (real world attitude here) as the ones that bring in money you are going to be screwed when you come in using Oracle closed loop reporting, especially if it has been a bad quarter. Do yourself a favour and get campaign reporting set up in SFDC ASAP!
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Return Path
Return Path is the leader in email deliverability. Every day, tens of thousands of customers trust Return Path data and insights to help them optimize their email marketing. Partnered with best-in-class email service providers, we help marketers take their email programs to the next level by driving more response and increasing revenue.
Return Path was acquired by Validity in May 2019. The combination of Return Path and Validity provides organizations with the most comprehensive technology solutions to target, contact, engage, and retain customers effectively.
Client Challenge
Return Path had challenges in three key areas:
- Personas
- Database health
- Lead scoring
All of the problems in each area essentially fed each other. Poor database health, meant that they could not perform detailed profile scoring and in turn, incomplete information meant that they could not adopt persona marketing for their outgoing communications and campaigns.
Return Path did not previously have a lead scoring model in place and all leads from sender score got sent straight into a lead que that was then profiled and called up by two dedicated tele-services teams.
In essence their challenge was that they were sending one shot generic email communications to their entire database. In turn they were routing anyone that signed up for their Sender Score product straight to an expensive teleservices team that was there to pre-qualify everything.
Approach
Each area was dealt with as a separate stream. These were then dealt in a three phased sequence:
- Database health
- Persona development
- Lead scoring
Database health
The first step being able to facilitate persona development or lead scoring was to have a clean, healthy Eloqua database. Several options were considered:
- Teleservices canvasing
The teleservices team would be engaged to run a huge outbound call campaign on the database the missing information. - One time data cleanse
The database would be uploaded to a platforms and set against certain rules and then data appended – one time only, then resent back to Return Path for import - Database append service
An external service such as D&B could be bolted on to Eloqua and have the data they were looking for constantly refreshed with the most up to date data that D&B had. - Profile update campaign
An Eloqua campaign would be set up that would have gated content which would update the contact record facilitating gaining the most up to date information
| Option | Cost | Speed | Reliability | Future proof |
| Teleservices canvasing | 🔴 | 🟡 | 🟢 | 🟡 |
| One time data cleanse | 🟢 | 🟡 | 🟡 | 🔴 |
| Database append service | 🟡 | 🟢 | 🟢 | 🟢 |
| Profile update campaigns | 🟢 | 🔴 | 🟢 | 🟡 |
Return Path chose the Database append approach so this was implemented.
Persona development
Now that we had the most up to date information about our Eloqua contacts this information was sent through to SFDC, the data crunched and personas started to identify themselves:
- VP Marketing
- Email Marketing Manager
- Email Marketing Analyst
- Deliver Systems Administrator
- Operations Manager
- Director of Security & Risk
- Abuse Desk Manager
We then developed a Return Path product usage matrix and utilizing our new persona tool we could leverage this for persona based messaging using Eloqua dynamic content blocks in emails and develop more sophisticated lead nurture and accelerator campaigns.
Lead scoring
Data analysis was carried out and it was found that:
Incoming leads breakout:
%
North America
%
EMEA
%
ROW
The lead status though yielded some alarming results:
%
Disqualified
%
In Progress
%
Qualified
46% of leads were getting passed directly to a teleservices team that were disqualifying these contacts. This was a massively unacceptable volume and drain on resource.
A lead scoring model was swiftly implemented which drastically reduced that volume of “leads” being passed over to sales and thus had a huge impact on resource spend.
Impact
Quantitative analysis took place in three key areas and found that:
%
Form conversion increase using data append
%
Email click through increase using personas
%
Teleservices cost reduction
Whilst the engagement was a success for the business, neither the marketing department or the teleservices team were briefed of ready for the impact.
The marketing department were bonused on volume of leads being sent to teleservices and the teleservices team (external) had to lose people from the team since there were less leads coming though.
From now on I remind clients that a lead scoring model is not a silver bullet that generates loads more leads, it generates less lead volume but better quality, thus improving sales numbers whilst lowering the cost of sale.
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Houghton Mifflin Harcourt
For more than 185 years, HMH have inspired all learners to activate curiosity, elevate potential, and find their moments of brilliance and breakthrough. These are the learning moments that define us—all of us.
As a global leader in K–12 education, HMH provides comprehensive learning solutions to help all students achieve their maximum potential. Reaching more than 50 million students in over 150 countries worldwide, HMH also delights readers throughout the world with award-winning children’s books, novels, non-fiction, and reference titles.
Continuously adapting to and shaping the changing education landscape, our programs are uniquely designed to offer students, teachers, families, and administrators a path to success from the first day of Pre-K to graduation day.
Client Challenge
HMH wanted to create a set of CMO dashboards in SFDC so they could analyse the effectiveness of their marketing campaigns in the same system as sales. The project was very high profile and had a lot of stakeholders.
One of the major problems we faced was that there had been numerous stakeholders over the last 15 years working on the Eloqua integration with SFDC, no-one really knew exactly how the integration worked but that it did work.
The Eloqua integration with SFDC was to be the major component that we had t get right in order to facilitate the building of custom CMO dashboards in SFDC.
Then since it was the tail end of 2020, throw COVID in the mix and you have a recipe for a challenging project!
Approach
I was thrown in on the deep end with this one. As soon as Kimberly from Revenue2Automate had an interview with me I was in front of the client. I took a 4 step approach to this:
- Identify the fields that we needed to be sent through the SFDC in order to facilitate the CMO Dashboards
- Identify the different objects that we need to be set on those fields so we could:
- Architect the dashboard ahead of time
- Identify which additional fields needed to be passed back from Eloqua
- Standardize Google Analytics UTM fields across each medium and source
- Integrate additional 3rd party Martech software with Google Analytics so that data could be automatically passed back to Eloqua and in turn get pushed to SFDC so the dashboards could be created
Impact
The dashboards are all up and running and now HMH have a 360’ revenue performance management view of how their campaigns are performing.
Sadly the engagement for me is over so it is not possible to give you quantitative statistics on how much money has been saved, reinvested in other channels and the uplift of said reinvestment but I believe that this engagement will propel them in the future.
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SSE Electricity
SSE is a UK-listed energy company with operations and investments across the UK and Ireland. It is primarily a developer (which includes being a builder), an operator and an owner of low-carbon energy assets and businesses, with a strategic focus on regulated electricity networks and renewable energy.
More broadly, SSE is involved in the generation, transmission, distribution and supply of electricity, the production, storage, distribution and supply of gas and in the provision of energy-related services.
Client Challenge
SSE needed two people to join their DevOps team. The SSE DevOps team mainly consisted of people that worked primarily on the integration between their backend databases and Eloqua.
There were a number of initiatives that took place and this role was primarily spent researching additional enhancements to Eloqua.
The majority of the work was dealing with things that the marketing department and campaign manager contractors could not handle.
Approach
This job was a DevOps team with standard three week sprints. SSE were in the process of moving from waterfall to Agile methodology and all of the team were getting used to this new way of doing things and my managers were also doing agile courses at the same time as their day jobs.
My work was sporadic and in all sports of different areas so it is hard to define the exact approach as it was ongoing requests based off whatever heavy lifting or research in to integration that the marketing department required.
Impact
First of all SSE Retail got bought over by OvO, then when COVID hit, I lost my job so I was not able to find out what impact the Eloqua work had.
I hope that the SSE DevOps team will be alright. All their platforms are changing with the OvO buy out and they had all worked there for very, very long time. I think the new guy to the DevOps team had worked there for 18 years and the longest serving member celebrated his 40th Anniversary working for SSE!
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LexisNexis
LexisNexis is a leading global provider of legal, regulatory and business information and analytics that help customers increase productivity, improve decision-making and outcomes, and advance the rule of law around the world.
LexisNexis serves customers in more than 130 countries with 10,000 employees worldwide, is part of RELX Group, a global provider of information and analytics for professional and business customers across industries.
Client Challenge
Lexis Nexus wanted to on-board two parts of the RBI group, Nextens & Xpert HR. Both platforms had been through the Eloqua smart start but then very little else had been done with them and the marketing teams did not know how to use the platforms.
Lexis Nexus had a central team that carried out most ongoing Eloqua campaign work with the different brands. Nextens and Xpert HR wanted to have decentralized Eloqua meaning that they would need to be fully on-boarded and trained on the Eloqua platform.
Approach
The approach taken was a standard, straightforward Eloqua implementation and migration. The following activities took place:
- Eloqua templates for emails, landing pages and campaigns were created
- Eloqua was integrated with SFDC and Hadoop
- Lead scoring models created
- Custom training on Eloqua email, landing page, form and campaign templates
Impact
This six month engagement had the team fully proficient in the use of Eloqua so there was no need to rely on the central management team.
I think this was my best implementation and transformation program yet. The engagement saw me flying back and forth between London and Amsterdam quite often. The team were so anxious to learn the platform and even in the final step of training they had built out seriously amazing Eloqua multi-step campaigns.
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PwC
With over 10,000 team members globally, PwC Digital Services provides clients with a new kind of consulting to help them reimagine their businesses for the digital age.
In 2015 PwC was named one of the world’s largest digital agencies and the world’s largest mobile marketing agency by Ad Age. PwC was also named a leader in Digital Transformation, Digital Strategy, Digital Operations, Digital Products/Services, and Customer and Brand Engagement consulting services by leading analyst firms.
Client Challenge
PwC had been selected by dunnhumby to pick up the pieces of a failed implementation that Oracle & KPMG had delivered. They needed a heavy hitting lead developer and consultant to lead a marketing transformation program.
Approach
I have a blueprint for Eloqua implementation / Marketing transformation programs that I continually refine and had perfected through my time contracted to Deloitte.
I slotted in with the team very quickly and really enjoyed my time with them.
Whilst I was with PwC I had several analysts assigned to work with me. I taught them how to use the Eloqua platform along the way.
Impact
We delivered the implementation on time, within budget and I upskilled the analysts assigned to me. I managed to inspire them to take up a career in marketing automation.
I really enjoyed working with the PwC team, they did things differently to Deloitte and seemed to be more personal and easy going. I am not saying that one firm was better than the other. It was a unique experience and I would welcome the opportunity to work with them again.
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dunnhumby
dunnhumby is the global leader in Customer Data Science, empowering businesses everywhere to compete and thrive in the modern data-driven economy. We always put the Customer First. Our mission: to enable businesses to grow and reimagine themselves by becoming advocates and champions for their Customers.
With deep heritage and expertise in retail — one of the world’s most competitive markets, with a deluge of multi-dimensional data — dunnhumby today enables businesses all over the world, across industries, to be Customer First.
Client Challenge
PwC had been selected by dunnhumby to pick up the pieces of a failed implementation that Oracle & KPMG had delivered. The entire stack across the business:
This engagement was not just Eloqua, this was across the entire stack.
dunnhumby had three different areas they wanted to roll out to, Americas, EMEA and South East Asia / Australia.
Approach
This was to be a three phased approach with each Oracle platform being set up by the different teams allocated to them at the same time.
EMEA was used as the blueprint since London was the central location, then this blueprint was refined and rolled out the different regions.
The Eloqua implementation was part of a wider marketing transformation program. This program was designed to move the marketing department from being highly siloed, sending out one shot emails whenever they had a new piece of content to becoming more marketing automation focused.
The first six months were spent customizing Eloqua and the different integrations. Then the next six months were spent in the on-boarding process.
dunnhumby was a challenging environment for a marketing transformation project. It had grown from being a husband and wife team, it is a huge success however it appeared to me that a lot of people had their own “cottage industries” and it was difficult to get engagement in trying to change things, especially given the settings of a failed implementation by Oracle and KPMG.
They will do really well in the future, Devanshu Dixit was assigned as their Eloqua and Oracle Sales Cloud owner. He learned both platforms really fast and was a great partner to have on the implementation. I think that in the future they might be better created an internal Eloqua (infact span all online channels) agency that marketing send their Eloqua campaign requests to that would all be under Devanshu’s management.
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Deloitte Digital
Deloitte Digital creates new growth by elevating the human experience—with connected ideas, technology, and talent—in a way that only Deloitte can. And they do this to shape a better future for every single one of us.
Whether Deloitte Digital is helping clients reimagine journeys and rewarding experiences for their customers, citizens, patients, and employees, apply human-centered design to new websites and apps, or accelerate new growth through digital transformation, they center everything we do around real people’s lives.
Client Challenge
Sony Professional Services Europe is the leading provider and innovator in AV and IT solutions across a broad range of sectors, including Media and Broadcast, Sports, Theatre, Healthcare and the Corporate and Education markets.
With a winning combination of technology and creativity, Sony partners with businesses to push boundaries and drive innovation, offering transformational customer services and solutions.
Approach
Sony Professional Services Europe is the leading provider and innovator in AV and IT solutions across a broad range of sectors, including Media and Broadcast, Sports, Theatre, Healthcare and the Corporate and Education markets.
With a winning combination of technology and creativity, Sony partners with businesses to push boundaries and drive innovation, offering transformational customer services and solutions.
Impact
Sony Professional Services Europe is the leading provider and innovator in AV and IT solutions across a broad range of sectors, including Media and Broadcast, Sports, Theatre, Healthcare and the Corporate and Education markets.
With a winning combination of technology and creativity, Sony partners with businesses to push boundaries and drive innovation, offering transformational customer services and solutions.
Blah Blah
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DNV GL
DNV GL is the independent expert in risk management and assurance, operating in more than 100 countries. Through its broad experience and deep expertise DNV advances safety and sustainable performance, sets industry benchmarks, and inspires and invents solutions.
Whether assessing a new ship design, optimizing the performance of a wind farm, analyzing sensor data from a gas pipeline or certifying a food company’s supply chain, DNV enables its customers and their stakeholders to make critical decisions with confidence.
Driven by its purpose, to safeguard life, property, and the environment, DNV helps tackle the challenges and global transformations facing its customers and the world today and is a trusted voice for many of the world’s most successful and forward-thinking companies.
Client Challenge
DNV GL had nine different business units each using a different, customized to the business unit instance or Pardot. Again each instance was connected to different CRM platforms and each business unit operated their own marketing campaigns independently.
Interestingly enough they did not make use of Pardot landing pages or forms preferring to have all content managed on their website CMS Tridian.
Approach
Although I was contracted to Deloitte Norway for this Eloqua implementation I ended up doing this implementation solo. I was lead consultant and developer.
The implementation used 3 week sprints where we packaged up into 9 sprints:
- Sprint 1: Core Eloqua setup
- Sprint 2: Advanced Eloqua setup
- Sprint 3: Eloqua email, landing page, form and campaign templates & Eloqua database setup
- Sprint 4: CRM migration &Eloqua / SFDC integration
- Sprint 6: 3rd party martech integration
- Sprint 7: Advanced backend Eloqua programs
- Sprint 8: Eloqua training
- Sprint 9: On-going Eloqua support
Impact
The project was a complete success and on-boarding went very smoothly. There was no real need for additional product support. Handover was very simple and the client needed no more help from any other agencies being fully self-sufficient.
I have never worked with a Norwegian client before and it was a very friendly, co-operative environment. The implementation went really well and I was genuinely sad when the implementation was over. They will be very successful with Eloqua because they have clear ideas about what they want to do and have a real can-do attitude when it comes to new initiatives.
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Vodafone
Vodafone’s purpose is to connect for a better future and ther expertise and scale gives them a unique opportunity to drive positive change for society.
Their networks keep family, friends, businesses and governments connected and they play a vital role in keeping economies running and the functioning of critical sectors like education and healthcare.
Client Challenge
Vodafone had recently brought all their different B2B business units onto 1 instance of SFDC, their CIO had a vision to streamline Eloqua in the exact same manner. VGE was already using Eloqua so they were to open up their instance to allow for the on-boarding of all other B2B business areas globally.
They had eight different sandboxes to go through, Accenture were the firm that had implemented 1SF, their 1 instance of Salesforce, VGE did not want to have any other business unit get brought onto their platform and another agency, Sojourn Solutions were deeply embedded with VGE. Throw on top of that a very strict change board and this was by far the most hostile Eloqua engagement I had been on.
Approach
The approach was to build an Eloqua implementation package which would using the UK as a vehicle. Then use that standardized package to roll out to each of the additional countries, thus achieving having all of Vodafone B2B on the same instance.
Contact level security was the key to making this possible. VGE had their own program that would identify Enterprize contacts, then the rest would be separated by their country, assigned to the relevant business group, contact level security would kick in and then leads or contacts would be created and sent to SFDC so sales could process them.
Progress was very slow because every single decision needed to be ratified by a change board that did not necessarily understand what it was I was trying to push forward. It was a very political engagement which is an environment I find foreign and unforgiving.
The major part of this was getting the integration between SFDC and Eloqua built because that was seen as the key to being able to on-board the other business units.
VGE would not allow us to open up the integration they had to include the country code for leads and contacts that would be sent though. It became apparent why – but not until a lot later in the project.
Accenture had built 1SF – The CIOs vision, one platform, one record, one central point of truth. Through pushing hard and making a lot of enemies on the way I found out why.
There were two ways to build one version of the truth, the hard way and easy way.
The hard way means globally agreeing on a lead layout with core values, there may be some localizations that would get displayed on SFDC user views, this includes the dreaded picklist value questions. Then fields that were required for localization could just be added to the SFDC users view for that business unit. This method ensures one version of the truth. You get your 360’ view because one contact or/and lead in SFDC equals one Eloqua contact ID and in Eloqua with the SFDC Lead ID and SFDC Contact ID fields containing the ID for their related object in SFDC.
The easy way is to have one instance of SFDC and multiple record types, different picklists for business units and more or less have everyone sign off on everything because everyone gets what they want. This means the project gets delivered ahead of schedule with minimum people from the Accenture side and profits are maximized. However there is no 360’’ view of the truth because contacts and leads could be owned by different overlay companies like Internet of things, there were other reasons too but you can probably imagine all the scenarios.
Accenture has built it the easy way which I can understand, no resistance, everyone is on one instance of SFDC, however this would then create merry hell for the integration approach and not achieve the 360’ view you are looking for.
We built the implementation package, got the integration working for the GB, ES and IE markets. This was then subsequently rolled out to other areas.
Impact
The other business units were brought on to the same instance of Eloqua so that was a success.
Sadly I was removed from the project after the SFDC integration after I made a big mistake. Spoiler alert – I have written a blog article about it which you can read. This was without a doubt the most horrible engagement I have ever been on. I met some nice people but I also met some absolutely horrid ones. Vodafone’s super power is politics and autocracy. I would say this was my Afghanistan in the civilian world and I will never trade with Vodafone again.
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BT Global Services
BT Global Services serve global multinational organisations around the world with their security, cloud and networking services.
They can help your organisation to move to the cloud; turn collaboration into part of their client’s culture; improve their contact centres; transform their customer service and simplify their network. All with security built-in, not bolted on.
Client Challenge
Sony Professional Services Europe is the leading provider and innovator in AV and IT solutions across a broad range of sectors, including Media and Broadcast, Sports, Theatre, Healthcare and the Corporate and Education markets.
With a winning combination of technology and creativity, Sony partners with businesses to push boundaries and drive innovation, offering transformational customer services and solutions.
Approach
Sony Professional Services Europe is the leading provider and innovator in AV and IT solutions across a broad range of sectors, including Media and Broadcast, Sports, Theatre, Healthcare and the Corporate and Education markets.
With a winning combination of technology and creativity, Sony partners with businesses to push boundaries and drive innovation, offering transformational customer services and solutions.
Impact
Sony Professional Services Europe is the leading provider and innovator in AV and IT solutions across a broad range of sectors, including Media and Broadcast, Sports, Theatre, Healthcare and the Corporate and Education markets.
With a winning combination of technology and creativity, Sony partners with businesses to push boundaries and drive innovation, offering transformational customer services and solutions.
Blah Blah
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Palo Alto Netorks
Palo Alto Networks, the global cybersecurity leader, is shaping the cloud-centric future with technology that is transforming the way people and organizations operate. Their mission is to be the cybersecurity partner of choice, protecting our digital way of life. They help address the world’s greatest security challenges with continuous innovation that seizes the latest breakthroughs in artificial intelligence, analytics, automation, and orchestration. By delivering an integrated platform and empowering a growing ecosystem of partners, they are at the forefront of protecting tens of thousands of organizations across clouds, networks, and mobile devices. Their vision is a world where each day is safer and more secure than the one before.
Client Challenge
Palo Alto Networks required additional technical resource that could turn around building campaigns and all their associated assets fast. They were running table top events across different states in the US.
At the same time they were still sending out all their BAU campaigns. ON average there were about 15 assets per week that needed to be created and subsequently delivered – all ahead of schedule.
Approach
In order to make the development of campaign assets and subsequent campaign launch as efficient as possible, all assets were templated up and a template campaign workflow created. For this sequence since it was an event the following were created:
- Invitation email
- Non-responder email 1
- Non-responder email 2
- Confirmation email
- Reminder email 1
- Reminder email 2
- Thank you for attended email
- Sorry we missed you email
The invitation emails all pointed to a single landing page which used ajax for form submission so the user never left that page.
The form utilized progressive profiling so only fields that were incomplete were shown to the user. When the user submitted the form, the would enter into a very quick accelerator track which would send an associated product information fact sheet, should the user either download the product fact sheet from the email or download it from the website an industry sector related case study would be sent to them as well. If they engaged with the case study a schedule a call back email would get sent to them.
All the while this campaign was taking place, Palo Alto Networks were sending out their BAU emails like newsletters, etc.
As standard we would have a monthly meeting which they would be presented with reports on all their campaigns alongside advice on updates to campaign assets using latest industry trends.
Impact
Their campaigns went out on time, all the time. Palo Alto Networks knew they had a trusted partner that nothing was too much trouble for, all at a fantastic price.
Palo Alto Networks were an absolute delight to work with. Their marketing managers were receptive to ideas on campaigns that I had tried with other clients. We built a well oiled machine that pushed their assets and campaign out on time, all the time with no errors! I even through in fixing their SFDC integration for free because we worked so well together and whilst they didn’t have budget assigned for it, it was impacting reporting their results for Revenue Performance Management on SFDC dashboards.
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Cigna Healthcare
Cigna are more than a health insurance company. They are their customers partner in total health and wellness. And there for them 24/7 – caring for their body and mind.
As a global health service company, Cigna’s mission is to improve the health, well-being, and peace of mind of those we serve by making health care simple, affordable, and predictable.
Their values are the core of our culture. Their values guide how all 74,000 of their employees around the world work together, serve their customers, patients, clients, communities, and deliver on their mission.
Client Challenge
Cigna Healthcare needed an Eloqua partner to help them with their day to day Eloqua campaign tasks alongside several development tasks. The biggest challenge was having an old, unclean limited database with a poor Eloqua / SFDC Synchronization.
Approach
Day to day campaign tasks surrounded a webinar series but with an unclean database we were experiencing a high level of bouncebacks which was causing issues with deliverability due to temporary blocks being given by enterprise email security systems.
To get around this problem we would use the last number of the contacts assigned Eloqua contact ID to bucket contacts from different data sources into five groups that would send emails out with ten minute intervals. From here it was possible to determine if this data source was going to cause unacceptable levels of bouncebacks and the campaign could be paused to determine how we would proceed.
The two major development projects were:
- Eloqua SFDC integration
- Twilio SMS integration
Sadly due to personal reasons I had to stop work on this contract with Cigna healthcare. They were very forgiving, gave me time to try and sort things out but I had literally just had the worst thing to ever happen to me and I was unable to return to working for anyone for quite some time.
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Deltek
Headquartered in Herndon, Virginia, with over 3,000 employees worldwide, Deltek is the leading global provider of enterprise software and information solutions for project-based businesses.
Better software means better projects. Deltek delivers software and information solutions that enable superior levels of project intelligence, management and collaboration. Theeir industry-focused expertise makes their clients projects successful and helps them achieve performance that maximizes productivity and revenue.
Client Challenge
Deltek needed an Eloqua partner to help them with a one off campaign. The campaign was targeting their top 100 key accounts. The campaign was an integrated on and offline campaign driving contacts to a central microsite that would change based on their persona and company information.
Approach
A microsite was built using PURL pages. Dynamic content would change bullet points on the microsite based on the contacts persona. The segment of contacts for the campaign went into an Eloqua multistep campaign. From here their mailing address details were sent to a mailing house where they got sent a box containing gloves, umbrella, etc, things for winter time. In the card that came with the box had their PURL address. If the PURL address was not activated this would then stimulate a series of emails getting sent driving them to the page. If it was activated and they had not filled out the form the contact wold then be sent to a teleservices tier 2 que to convert them.
Sadly with some engagements you only get to be with the client for a limited time. The response was good and although this was in 2013 it is rare as hen’s teeth to find a client that goes all in with different channels on a campaign.
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Eurostar
Eurostar is the only high speed train that directly links the UK to France and Belgium via the Channel Tunnel. They take their travellers from city centre to city centre, and have been since 1994.
Since then, they’ve carried over 130 million passengers. They take thousands of people a day to Paris, Brussels, Lille, Calais, Disneyland® Paris and more, and they also run much-loved seasonal trains to the South of France in summer and the French and Swiss Alps for skiing in the winter.
Client Challenge
Eurostar wanted help moving from Silverpop to ExactTarget. They had three people in their email marketing team and all of them left on maternity leave at the same time. Previously Eurostar had been using Silverpop to just send out their one stop monthly dynamic content emails that would change content and graphics based on location and language.
Funnily enough I used to build their emails when I worked at Silverpop so I already had a good start on how they worked.
With the purchase of ExactTarget they wanted to do so much more. They wanted to move from using ExactTarget to send out marketing emails only to being their central email hub allowing for the facilitation of a 360’ view of a contact in SFDC.
They wanted to move from this model
To this one
The new approach would also lend itself to all sorts of other types of email that had no previously been envisaged, for example:
- Behavioural emails
- Upgrade
- Cart abandonment
Approach
The approach used was to increase the effectiveness of email as a channel for both transactional and promotional communications and enhance the customer experience of using Eurostar and increase the profitability of email as a channel.
In order to facilitate this the following steps took place:
- Educate all stakeholders on the email potential through using ExactTarget
- Define and develop the ExactTarget database structure to enable advanced email marketing capabilities
- Migrate all outgoing email communications to ExactTarget
- Develop a clear reporting methodology that is agreed and spans cross department
- Collaboratively redesign email contact strategy
- Define clear projects and timescales for the adoption of ExactTarget
- To up skill CRM team members, improve the CRM department and increase the departments capabilities
The project gained traction but there was a lack of appetite from some stakeholders. Things took a long time to get setup and moving in the right direction. I did enjoy working with them but I feel that some of the email team did not necessarily understand the capabilities of the platform they had and did not really wish to upskill. I think I took them on the wrong journey because in their hearts they wanted this all set up and managed by an external agency. It was a fun project though and the people were all really nice.
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Rockwell Automation
Rockwell Automation connect the imaginations of people with the potential of technology to expand what is humanly possible, making the world more intelligent, more connected and more productive.
Throughout the world, their flagship Allen-Bradley® and Rockwell Software® product brands are recognized for innovation and excellence.
Client Challenge
Sony Professional Services Europe is the leading provider and innovator in AV and IT solutions across a broad range of sectors, including Media and Broadcast, Sports, Theatre, Healthcare and the Corporate and Education markets.
With a winning combination of technology and creativity, Sony partners with businesses to push boundaries and drive innovation, offering transformational customer services and solutions.
Approach
Sony Professional Services Europe is the leading provider and innovator in AV and IT solutions across a broad range of sectors, including Media and Broadcast, Sports, Theatre, Healthcare and the Corporate and Education markets.
With a winning combination of technology and creativity, Sony partners with businesses to push boundaries and drive innovation, offering transformational customer services and solutions.
Impact
Sony Professional Services Europe is the leading provider and innovator in AV and IT solutions across a broad range of sectors, including Media and Broadcast, Sports, Theatre, Healthcare and the Corporate and Education markets.
With a winning combination of technology and creativity, Sony partners with businesses to push boundaries and drive innovation, offering transformational customer services and solutions.
Blah Blah
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Rolls Royce
Rolls-Royce Motor Cars is the world’s pre-eminent super-luxury automotive brand. A wholly-owned subsidiary of the BMW Group, it is based at the Home of Rolls-Royce at Goodwood, near Chichester, West Sussex, which comprises its global headquarters and Global Centre of Luxury Manufacturing Excellence – the only place in the world where Rolls-Royce motor cars are designed, engineered and meticulously handcrafted.
Client Challenge
From the end of 2020 Rolls Royce wanted to launch a number of journeys that were communicating to new and existing RR customers throughout the lifecycle of purchasing and subsequently owning a new RR model.
These journeys were to be broken into 4 parts:
|
Journey name |
Journey description |
|
Lead Journey |
The lead journey is the initial journey that will be used to generate leads from click-throughs on the email different emails that are sent which in turn get pushed over to the CCT team in order to categorize them into one of three tiers of potential lead. Tier 1 contacts will get pushed through to the dealers so that they can then enter into the prospect journey. |
|
Prospect Journey |
Deployed through distributed marketing (dealer portal), the prospect journey is a much more targeted journey that the contact will be marketed more detailed information specific to the model of interest. The aim of this journey is to get the contact to engage with the dealer and subsequently purchase their desired model of car. |
|
Order Journey |
Once an order is placed the order journey maintains contact with the customer informing them which stage of build their new car. This journey culminates in the delivery of their new car. |
|
Welcome Journey |
Once the car has been delivered, the welcome campaign then informs the customer about warranty and ownership packages and completes the customer journey with a thank you for purchasing email. |
Approach
A number of workshops took place to establish all the finer details of how the campaign would be developed. It was established that:
- Dynamic content would display the car model of choice
- Contacts could be pushed into different campaigns depending on if they had purchased
- Additional integrations were required as and when so local dealers could facilitate test drives
Overall it was quite a complex campaign with many nuances and was far from simplistic.
Sadly I don’t have any results I can share with you as at the time or writing the campaign is still underway.
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Sage
Sage is the global market leader for technology that helps small and medium businesses perform at their best. Sage is trusted by millions of customers worldwide to deliver the best cloud technology and support with their partners to manage finances, operations, and people. They believe in doing everything they can to help people be the best they can be, so the combined efforts of 13,000 Sage colleagues working with businesses and communities make a real difference to the world.
Client Challenge
Sage needed some additional Eloqua resource to help them with the launch as Sage Live. They specifically needed resource to help them with the development of:
- Sage Live microsite
- Four different emails that pointed to different types of marketing collateral on the micrsote, namely:
- Video
- Product factsheet
- Case study video
- Trial
All of these emails were to be sent sequentially however a contact could be sped up depending on if they had looked at any of the other marketing collateral and dropped from the campaign when they signed up for a trial.
Approach
The approach was pretty straight forward. A meeting with the client to understand exactly what it was they were looking for followed by the white boarding of the campaign so we could get the different rules for speeding up or stopping the campaign sorted out.
We moved to build which was very straight forward, from here it was a simple case of go live.
The launch was a little chaotic because the creative and content kept on changing up until the last minute. Add an 8 hour difference in time zones and as you can imagine things were tight. In true fashion though we got this all over the line on time and Sage had a successful launch. I believe that the creative team got to go to the launch and they even had a chocolate fountain!
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ServiceNow
ServiceNow make the world of work, work better for people. They deliver digital workflows that create great experiences and unlock productivity.
With 6,200+ customers, ServiceNow serve ~80% of the Fortune 500. And they are on the 2020 list of FORTUNE World’s Admired Companies®.
Client Challenge
This was a very weird one. It appears that whilst they are an Eloqua customer and they had access to Eloqua for some reason or other, internally, they could not send out a massive event campaign they were running all over EMEA from Eloqua.
The event spaces were all booked, speakers, lined up, external advertising up and running, microsites with forms being processed through Eloqua, they literally just could not send their emails the their entire EMEA database which was about 50k contacts.
Approach
They came to me for a solution, obviously I said no problem. Took their emails, very quickly learned another platform, Active Campaign. Next step was:
- Import their database
- Upload all their emails
- Build in personalization, etc
- Build out campaign workflows
- SFTP integration for signups.
Once this was all approved away we went. It was just a case of monitoring things and sending campaign reports, which Active Campaign does really well.
This was a short project with a company I have always admired. Sadly it was a fleeting brief engagement but I gave ServiceNow a great price and delivered what they wanted on a brand new platform to me. I hope to work with them again.
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VMware
VMware believe that software has the power to unlock new opportunities for people and our planet. They look beyond the barriers of compromise to engineer new ways to make technologies work together seamlessly. Their compute, cloud, mobility, networking and security offerings form a digital foundation that powers the apps, services and experiences that are transforming the world.
Every day, they work to solve our customers’ toughest challenges through disruptive technologies like edge computing, artificial intelligence, blockchain, machine learning, Kubernetes and more – to define the digital foundation that will accelerate the next wave of innovation.
Client Challenge
VMware needed an Eloqua partner to deal with all their day to campaign execution as well as handle their much larger annual lead nurture programs. Since it was VMware the challenge they had was with volume. They had emails going out in 28 languages. On top of that multiple platforms that they were marketing, they were on Eloqua 9, had a database size of 6 million which of course dramatically slowed their system down.
Approach
Day to day business campaigns needed a well thought, automated campaign delivery process. As such one was created using Zoho ticket. That was the easy part.
When the major campaign for the year hit this was a huge effort. I only had a small team and had to enlist the help of a friend of mine, Chris Corney, fly him out of Singapore and back to Britain for a few weeks.
In the end we got the campaign delivered on time, in budget but yes, it was a rollercoaster.
Chris will hate me for saying this but he met a friend of mine who was on the team, they fell in love, both moved back to Singapore and now on to Dubai. That project and client will always remind me of that!
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Aberdeen Standard Life Inmvestments
Aberdeen Standard Investments is dedicated to helping investors around the world reach their desired investment goals and broaden their financial horizons. To achieve this, they offer a comprehensive range of investment capabilities, as well as the highest levels of service.
Overall, they manage £455.6bn (€501.2bn/$562.9bn)* on behalf of clients in 80 countries. In managing these assets, they employ over 1,000 investment professionals and provide client support from over 40 client relationship offices globally.
Client Challenge
Sony Professional Services Europe is the leading provider and innovator in AV and IT solutions across a broad range of sectors, including Media and Broadcast, Sports, Theatre, Healthcare and the Corporate and Education markets.
With a winning combination of technology and creativity, Sony partners with businesses to push boundaries and drive innovation, offering transformational customer services and solutions.
Approach
Sony Professional Services Europe is the leading provider and innovator in AV and IT solutions across a broad range of sectors, including Media and Broadcast, Sports, Theatre, Healthcare and the Corporate and Education markets.
With a winning combination of technology and creativity, Sony partners with businesses to push boundaries and drive innovation, offering transformational customer services and solutions.
Impact
Sony Professional Services Europe is the leading provider and innovator in AV and IT solutions across a broad range of sectors, including Media and Broadcast, Sports, Theatre, Healthcare and the Corporate and Education markets.
With a winning combination of technology and creativity, Sony partners with businesses to push boundaries and drive innovation, offering transformational customer services and solutions.
Blah Blah
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Sony Professional Services Europe
Sony Professional Services Europe is the leading provider and innovator in AV and IT solutions across a broad range of sectors, including Media and Broadcast, Sports, Theatre, Healthcare and the Corporate and Education markets.
With a winning combination of technology and creativity, Sony partners with businesses to push boundaries and drive innovation, offering transformational customer services and solutions.
Client Challenge
Sony decided to adopt marketing automation across the different product lines that they had. Each product line previously worked in a silo and had their own creative agencies, email platforms and marketing teams. The vision was to streamline this all and have all campaigns being executed using one technology agency and two creative agencies.
The different marketing teams did not like this approach so the CMO got rid of pretty much every single member of the entire marketing department. He then recruited some heavy hitters on staff to wield these agencies and then build Sony marketing department 2.0. A marketing department that was all about marketing automation.
They also wanted to harness the power of Eloqua to create lifecycle campaigns which would be fully automated of the back of an integration between Eloqua and SFDC. This was an ambitious project which I have written up in my blog. In the end it won the best lead nurture program in the Oracle Markie awards and was producing and additional, fully attributable to campaign, £1 Million per month.
Approach
Campaign execution was streamlined utilizing a ticketing system, not too dissimilar to the one that Pl8ypus agency are using. It eliminated error with sends because all emails and deployment methods were standardized for Eloqua campaigns. It also allowed for an audit trail allowing, at a glance, Sony to see the status of all their campaigns.
Development was very different. There were two major initiatives. One was a lifecycle campaign for videographers. Videographers were business that purchased Sony video recording equipment.
Sony videographer lifecycle campaign
The lifecycle of a Sony video camera was set to two years. This allowed for three distinct phases.
The first phase was getting started. The getting started campaign was a series of emails that would be pointing their new customers to product information, showing them educations videos and getting them to sign up to the various user forums they might be interested in.
The second phase was mid lifecycle. When contacts were in this phase they were generally sent the monthly newsletter.
Finally end lifecycle. End lifecycle kicked in about three month before the two year point from when they purchased, which was also when their warranty would run out. Contacts would get sent a series of communications about their product and what additional features the next generation product has, this putting Sony and the project at the forefront of the clients mind.
Sony PrimeSupport
The offshoot of the Sony videographer campaign was what if contacts did not purchase a new product? The catch all for that was to automate emails getting sent out to allow clients to extend their Sony PrimeSupport warranty by another two years with the dealer that they originally bought from.
Impact
Campaign execution was streamlined, no email errors occurred with the efficient, robust system and processes that were put in place. Sony had us do all their Eloqua campaign execution work. These processes combined with a no nonsense rate card, a very favourable hourly rate and a 3 day SLA ensured that Sony had no problems at all with campaign execution.
The development projects generated serious amounts of revenue for Sony. These pioneering projects were then rolled out on to Sony’s other product wings.
Sony was an absolute pleasure to have a client. Pro-active and not afraid to try new things, together we achieved amazing projects together.
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