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Using PathFactory in your Eloqua Nurture Campaigns

Nurturing in Eloqua Using PathFactory Engagement Data

Described below are two nurture strategies that allow you to augment traditional Eloqua nurture campaigns with PathFactory engagement data.

The first approach describes how PathFactory engagement data can be used to automatically skip sending nurture emails containing links to assets that have already been viewed by recipients.

  • This approach is suitable for nurture campaigns in which you can put together all pieces of online content you intend on sharing with recipients in one single content track.

Example: A nurture campaign in which you want to educate recipients about a specific product/service offering, a trend in the industry, or an upcoming event.

The second approach describes how PathFactory engagement data can be used to adjust the frequency of email send in a nurture campaign depending on the level of engagement contacts have with the content shared via the campaign.

  • This approach is suitable for nurture campaigns in which there are many pieces of content that you intend on sharing – 8+, and of different topics. In this situation, it would make sense to have the content be put together in different content tracks, and with each content track having a specific theme topic.

Example: A Welcome nurture campaign in which you want to share with recipients the different products and services that you offer, get them to learn more about your company, the industry, and trends.


Determining Which Emails to Send Depending on PathFactory Engagement Data

Let us first examine a typical Eloqua nurture campaign flow:
image

The above is a snapshot of a Nurture campaign template available in Eloqua best practices campaign templates.

While your nurture campaign might deviate from the flow shown above, the main elements of an Eloqua nurture campaign remain the same:

  • An initial email gets sent out to campaign members. Usually, the email CTA will point to a single piece of content. As such, there is a 1:1 relationship between the click and the number of assets a visitor sees after the click.
  • Contacts are then evaluated to determine their level of engagement with the email sent. In Eloqua, this usually means checking to see whether contacts have clicked on the email.
  • Contacts are then either sent the next email with a link to a new asset or will be sent an email with a CTA linking to the same asset in the first email but with a different email copy.
  • The flow for the rest of the emails within the campaign is consistent with the flow for the first email.

The above flow has the following limitations:

  • Contacts get access to one asset at a time.
    Note
    PathFactory addresses this issue by allowing contacts to access all nurture campaign assets right from the first email link.
  • The flow assumes that contacts are ready to be nurtured according to marketer schedule. In reality, contacts are unlikely to wait for the next email to be sent to them at the same time next week and will instead look for content themselves online.
    Note
    PathFactory solves for this limitation by giving your contacts the option to self-nurture and consume all pieces of content in one single session.
  • Engagement is measured based on clicks. In reality, not all clicks are created equal: one click could result in the contact looking at an asset for 2 seconds, while another could spend minutes engaging with the same content.
    Note
    PathFactory tracks actual engagement time, providing you with accurate visibility on the level of engagement after the click.

Redesigned to utilize PathFactory engagement data instead of email clicks as a measure of engagement, the campaign flow is altered as shown below.
image

In contrast with a traditional nurture Eloqua campaign, the main elements of the enhanced Eloqua campaigns are as follows:

  1. An initial email gets sent out to campaign members. However, instead of having a link to a single webpage or document as a CTA, the email will feature a link to a PathFactory content track instead.
    • The PathFactory Content Track will have all the individual assets available in the content track – as opposed to the previous flow in which each of the assets were linked separately to an email in the campaign flow.
    • This provides the recipients with the option to self-nurture and go through as many assets as they’d like in one single session – instead of waiting for next nurture email to be sent.
    • This also enables those leads who are interested in your products/services to substantially accelerate their move down the buying funnel.
  2. After a waiting period of 1 week, Contacts are evaluated to determine their level of engagement with the email sent.
    • A series of filters that utilize PathFactory engagement data are used to determine the level of engagement with the email.
      • Contacts are first evaluated against the “Highly_Engaged_Exit_Campaign” filter.
        Note
        The purpose of this filter is to quickly identify leads that have shown a high level of engagement with the overall content of the nurture campaign.
        • We identify a highly-engaged lead as one who has met the engagement threshold on half or more of the number of the assets in the content track, and having viewed 75% of assets in the content track within the last week.
          The video below shows the filter criteria:
        • Leads who are highly engaged are fast-tracked: they will not receive any additional emails from the campaign. They can exit the campaign. In the example campaign shown above, we are sending contacts who exit the campaign to CRM via the CRM update program. This is optional and contacts could go to any other step you deem appropriate instead.
        • Leads who do not meet the conditions in the filter are evaluated against a sequence of filters that check whether the leads have not viewed the first asset, the second asset, the third asset, or the forth asset in the content track. Video below shows the filter criteria
          When a lead is matched against one of the filters – example: if a lead is matched against “Not_Viewed_1st_Asset”, they are sent an email with a PathFactory link allowing them to start their journey with the content track right from the 1st asset.  * Alternatively, if the lead is matched against “Not_Viewed_2nd_Asset”, they would be sent an email with a PathFactory link pointing directly to the second asset – a link to the asset that they have not viewed.
        • The flow after each email send is similar to that explained above.  1 Week Wait step after the email is sent.  A series of filters to check whether there is any highly-engaged leads and what assets have not been viewed.  When a lead is matched against one of the filters, they are sent an email that corresponds to the asset they have not viewed.

Adjusting The Frequency of Email Send in a Nurture Campaign Using PathFactory Engagement Data

You can also use PathFactory engagement data to adaptively change the frequency of nurture email sends to recipients.

Shown below is a Welcome Nurture campaign flow that utilizes PathFactory engagement data to determine how often should a contact receive a nurture email.
image

Campaign Elements

You can observe the following elements in the campaign:

  • From a content perspective, we are showing 4 emails.
    • The first email “About_us” has a link to a content track with assets that provides information about PathFactory as a company. Our goal with this email is to provide new contacts in our database with better familiarity with PathFactory and the solution we provide.
    • The second email “What_B2B_Marketers_Can_Learn_From_Digital_Publishers” allows us to share with our leads some of the best practices in content marketing. Similar to the first email, the content is put together into a single content track that contacts can access from a single link.
    • The third email “How_to_Improve_Resource_Center_Performance” builds on the theme of the second email by providing contacts with more of the best practices around Resource Centers.
    • After the contacts have gained some familiarity about our space and some of the challenges facing marketers, we start educating them on how PathFactory solves for these challenges “Self_Nurturing_Made_Easy_With_LookBookHQ”.
    • Although we are showing 4 emails, your campaign flow could have more emails than that. Your campaign could also feature more educational content than we are showing.

Campaign Flow

PathFactory engagement data enhances the flow of the campaign in the following ways:

  • Engagement data allows you to identify contacts that are highly engaged with the content. This allows you to identify such leads and greatly accelerate their move down the funnel by sending them more content to engage with on an accelerated schedule – an email every 3 days instead of the standard an email a week schedule.
  • Engagement data also allows you to identify contacts that are not quite ready to engage with the content you sent. Such contacts are set on a slower send schedule – an email every 2 weeks, which reduces the subscription rate since such contacts are not sent emails are often.
  • Engagement data still allows for contacts that show a moderate level of engagement to receive emails at the standard once a week cadence.

Campaign Filters

  • The Highly Engaged filter identify contacts who scored 2 or more in the content track that was sent in the prior email.
    • Example: Video below shows how the “About_us_Highly_Engaged?” filter is built
  • The Average Engagement filter identifies contacts who score 1 in the content track that was sent in the prior email.
    • Example: Video below shows how the “About_us_Average_Engagement?” filter is built.
      Note
      You may choose to build a third filter that identify contacts who have not visited the content track sent in the previous email.
    • These contacts could be placed on a very slow send schedule – example: one email per 3 weeks.
Updated on July 7, 2022

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