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Marketing Automation with Eloqua

Starting
Ben Griffith

Eloqua is a fantastically versatile platform if you want to automate your digital marketing campaigns, and this book is the perfect guide. From generating personalized emails to analyzing results, it walks you through every aspect.
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Book Details

ISBN 139781782177784
Paperback136 pages

About This Book

  • Learn the intricacies involved in filtering contacts
  • Implement and understand gating functionality
  • Explore campaign metric reporting

Who This Book Is For

If you are a marketing professional or business analyst who wants to use Eloqua to manage demand generation, lead scoring, e-mail marketing, and build digital marketing campaigns, this book is ideal for you. No previous knowledge of Eloqua is required.

Table of Contents

Chapter 1: Creating Your First Campaign
Navigation overview
Creating an e-mail
Creating a segment
Creating the campaign
Summary
Chapter 2: Eloqua Campaigns
Campaign overview
Campaign entry
Tracking external sources to landing pages
Tracking external sources with forms
Offline campaign components
Best practices of a campaign
Summary
Chapter 3: Creating Your Next Campaigns
Campaign components
Designing a campaign
Summary
Chapter 4: Assets Overview
Component Library
Summary
Chapter 5: Managing E-mails
Building e-mails
Managing subscription preferences
E-mail deliverability and testing
Updating the campaign
Summary
Chapter 6: Managing Forms
Creating a form
Adding form fields
Adding processing steps
Updating the campaign
Summary
Chapter 7: Managing Landing Pages
Building landing pages
Updating the e-mails
Updating the campaign
Summary
Chapter 8: Contact Segmentation
Contact-centric data model
Segments
Updating the campaign
Summary
Chapter 9: Campaign Activation and Analysis
Lead scoring
Shared filters
Updating the campaign
Campaign activation
Campaign analysis
Summary

What You Will Learn

  • Design your first digital campaign for Eloqua
  • Build emails, forms and landing pages in your campaigns
  • Manage digital assets and their components within Eloqua
  • *Utilize Eloqua’s email editor to create, upload or open and edit an existing email.
  • Understand the web lead capture and processing using Eloqua forms
  • Learn how to segment contracts
  • Learn about the contact centric data model in Eloqua
  • Schedule and activate Eloqua campaigns
  • Utilize Eloqua’s landing page editor to create and customize your landing page.
  • Analyze the results of your digital campaigns

In Detail

Eloqua is a powerful platform that develops automated marketing and demand generation software and services for business-to-business marketers. It provides enough tools to start to centralize marketing operations and build holistic views of demand generation across multiple channels. This, in turn, gives marketers actionable results for their campaigns and the ability to centralize more of this data from one or a few systems. It helps ensure every component of marketing works harder and more efficiently to drive revenue.

This practical guide will help you realize your full potential by demonstrating how your campaign vision can be translated into a digital campaign in Eloqua, and how to measure its success.It will walk you through building a practical campaign, and explains the powerful features of Eloqua on this journey. You'll also learn how to utilize these features in your campaign along with various tools that will enhance its marketing value.

This concise, yet focused guide looks at the Eloqua platform and breaks down the powerful tools that can be used to build automated digital campaigns for the modern marketer.

You will learn to build e-mails with personalized and reusable content.You'll learn how to build and manage your database, efficiently execute marketing campaigns, score and route leads to sales. You'll also learn how-to measure marketing's impact on your business. Gating of your high value marketing content will be explored, implemented using native features of Eloqua landing pages and forms. Contact management and segmentation will also be covered in depth.

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