Transcript
Page 1: Cloud Oracle Engagement...Oracle Engagement Cloud Integrating with Oracle Marketing Cloud Preface i Preface This preface introduces information sources that can help you use the application

Oracle EngagementCloud

Integrating with Oracle MarketingCloud

19D

Page 2: Cloud Oracle Engagement...Oracle Engagement Cloud Integrating with Oracle Marketing Cloud Preface i Preface This preface introduces information sources that can help you use the application

Oracle Engagement CloudIntegrating with Oracle Marketing Cloud

19DPart Number F22452-03Copyright © 2011, 2019, Oracle and/or its aliates. All rights reserved.

Author: David Yeer

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Oracle Engagement CloudIntegrating with Oracle Marketing Cloud

Contents

Preface i

1 Overview of the Integration 1Overview of the Oracle Engagement Cloud and Oracle Marketing Cloud Integration ................................................... 1

How the Data is Synchronized ................................................................................................................................................... 1

Conguration Roadmap .............................................................................................................................................................. 2

2 Basic Conguration 5Required Roles ............................................................................................................................................................................... 5

Create Contact and Account Fields in Marketing Cloud ...................................................................................................... 5

Install the Integration App and Congure a Connection ..................................................................................................... 5

Import Contacts, Accounts and Leads ..................................................................................................................................... 5

Sync Lead to Engagement Cloud .............................................................................................................................................. 6

Use Recommended Programs to Trigger Actions ................................................................................................................. 6

Rene the Integration .................................................................................................................................................................. 7

3 Advanced Integration Tasks and Use Cases 9Overview of Advanced Tasks ..................................................................................................................................................... 9

Send Marketing Cloud Campaign Responses to Engagement Cloud ............................................................................... 9

Closed-Loop Reporting Dashboards and Reports ............................................................................................................... 10

Congure Access to the Digital Prole Infolet ....................................................................................................................... 11

How Lead Scores are Synchronized from Marketing Cloud to Engagement Cloud ...................................................... 12

Assign Synchronized Marketing Cloud Leads to Engagement Cloud .............................................................................. 13

Synchronize the Do Not Email Preference from Engagement Cloud to Marketing Cloud ........................................... 13

4 Marketing Cloud Sales Tools 15Overview of Proler and Engage ............................................................................................................................................. 15

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Oracle Engagement CloudIntegrating with Oracle Marketing Cloud

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Oracle Engagement CloudIntegrating with Oracle Marketing Cloud

Preface

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PrefaceThis preface introduces information sources that can help you use the application.

Using Oracle Applications

HelpUse help icons to access help in the application. If you don't see any help icons on your page, click your user imageor name in the global header and select Show Help Icons. Not all pages have help icons. You can also access the OracleHelp Center to nd guides and videos.

Watch: This video tutorial shows you how to nd and use help. 

You can also read about it instead.

Additional Resources

• Community: Use Oracle Cloud Customer Connect to get information from experts at Oracle, the partnercommunity, and other users.

• Training: Take courses on Oracle Cloud from Oracle University.

ConventionsThe following table explains the text conventions used in this guide.

Convention Meaning

boldface Boldface type indicates user interface elements, navigation paths, or values you enter or select.

monospace Monospace type indicates le, folder, and directory names, code examples, commands, and URLs.

> Greater than symbol separates elements in a navigation path.

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Documentation AccessibilityFor information about Oracle's commitment to accessibility, visit the Oracle Accessibility Program website.

Videos included in this guide are provided as a media alternative for text-based help topics also available in this guide.

Contacting Oracle

Access to Oracle SupportOracle customers that have purchased support have access to electronic support through My Oracle Support. Forinformation, visit My Oracle Support or visit Accessible Oracle Support if you are hearing impaired.

Comments and SuggestionsPlease give us feedback about Oracle Applications Help and guides! You can send an e-mail to:[email protected].

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Chapter 1Overview of the Integration

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1 Overview of the Integration

Overview of the Oracle Engagement Cloud and OracleMarketing Cloud Integration

Watch video

This guide outlines the required implementation and conguration steps so you can integrate Oracle EngagementCloud and Oracle Marketing Cloud processes. The integration aligns sales and marketing activities across the buyingcycle by connecting the Segmentation, Campaign Management, and Lead Generation processes in Oracle Marketingwith Lead, Contact and Account Management processes in Oracle Engagement Cloud.

The integration supports three main data sync ows:

• Engagement Cloud account, contact, and lead data is synchronized to Marketing Cloud where you can use it toperform segmentation, and run targeted marketing campaigns to generate new sales leads.

• Leads generated from marketing campaigns in Marketing Cloud can be nurtured and synchronized with OracleEngagement Cloud as sales leads.

• Engagement Cloud opportunity data is synchronized to Marketing Cloud where you can use it to developmodels to measure campaign eectiveness. For example, you can aribute opportunity revenue to marketingcampaigns to beer calculate the ROI from the campaign.

The integration also features advanced use cases such as:

• You can use precongured ROI reports in Engagement Cloud to get information on the relationship betweenopportunities in Engagement Cloud and contact responses generated in Marketing Cloud (closed loopreporting).

• You can access digital activities data from Marketing Cloud within the Engagement Cloud UI to beerunderstand a contact's digital channel activities and buying behaviors.For example you have the option of displaying an embedded digital prole infolet on the Contact - Overviewpage to show you information such as the number of times a user has submied a form or visited a Web site inresponse to a campaign.

• You can display campaign and campaign member information in Engagement Cloud so sales teams can knowfrom which campaign a lead is originating.

• You can display the Marketing Cloud Engage sales tool in Engagement Cloud so that sales representatives canreach out to prospects using purpose built marketing templates.

Note that this conguration guide presents the basic integration tasks and use cases as well as more advanced tasksand use cases designed to show how to integrate Engagement Cloud and Marketing Cloud. You can start with the basicintegration, and then congure the advanced use cases when your basic integration is up and running.

And nally, know that each implementation of Engagement Cloud and Marketing Cloud is unique, and each customerhas dierent needs that have required certain congurations along the way to support unique business requirements.So, while the steps in this guide describe how to connect a non-congured Engagement Cloud instance to a non-congured Marketing Cloud instance, they can be combined with congurations that you may have already applied toyour instance.

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How the Data is SynchronizedThe Engagement Cloud and Marketing Cloud integration give marketers and sales teams control over managingprospects and customers at every stage of the customer lifecycle.

Here's a high level look at a typical data ow:

1. A visitor comes to your company's website and lls out a form.2. Marketing Cloud creates a prospect record.3. Once Marketing Cloud qualies the prospect, marketers assign it to a sales user or queue, which creates a new

lead in Engagement Cloud and initiates the sales cycle.4. Updates to the lead, such as campaign membership, contact conversion, and account and opportunity

association, all sync back to the prospect record in Marketing Cloud giving your marketer a complete view ofthe prospect's status with your organization.

5. When a deal closes, revenue from the opportunity is aributed back to the very rst visitor touch point in orderto calculate closed-loop campaign ROI.

Here's how data is synchronized:

From Engagement Cloud to Marketing Cloud: accounts, contacts, lead historical data, and opportunities aresynchronized from Engagement Cloud to Marketing Cloud, as shown in the following illustration. When a sales account,contact, lead, opportunity record is synchronized to Engagement Cloud, the corresponding record in Marketing Cloud istagged with the CRM ID of the original Engagement Cloud record.

The sync process from Marketing Cloud to Engagement Cloud includes contact data updates, and lead generation.Leads are created from new prospects in Marketing Cloud and synchronized to the Lead object in Engagement Cloud,as shown in the following illustration:

Data Sync

Accounts

Engagement Cloud

Contacts

Campaign Member/ Responses

Accounts

Contacts

Campaign Member/ Responses

CampaignCampaign

Contacts

Opportunities

Custom Objects Custom Objects

Opportunities

Leads

Marketing Cloud

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Conguration RoadmapIt's recommended that you get your integration up and running by performing the initial setup tasks shown in thePreliminary Conguration chapter. After you're comfortable with the processes of the integration, then move on to theAdvanced Conguration chapter and work though those tasks to enhance your integration.

Here's a brief roadmap of the conguration:

• Initial sync. The recommended rst step toward a successful integration is to pull data (Contacts, Leads,Accounts) from Engagement Cloud into Marketing Cloud. This ensures that your marketing organizationtargets the same audience base as the sales team. Also, the initial sync ensures that all the overlappingentries (such contacts that may be in both Marketing Cloud and Engagement Cloud) are tagged with sharedidentiers. This is helpful for the next steps, where a Lead or Contact is synchronized from Marketing Cloud toEngagement Cloud. Having shared identiers ensures that duplicate records are not created in EngagementCloud.

• Send Leads to Engagement Cloud. This step represents the marketing team handing over qualied leadsto the sales team. The automation you congure in this step ensures that leads groomed by marketing aresent over to Engagement Cloud for further development. You can start with a basic program in MarketingCloud, and an integration action to create Leads. As you grow comfortable with the processes, you can build inconditions and logic that suit your business use cases.

• Sync campaigns, and campaign responses. sales teams can be more eective when they have a completecontext of their marketing responses and activities of the lead. Campaign and campaign response syncfunctionality automatically associates Marketing Cloud campaigns with leads at the point where the leadwas engaged. This association is related in Engagement Cloud for complete transparency with a sales team.You may also congure the Proler and Engage sales tools to enhance the collaboration between sales andmarketing teams.

• Closed loop reporting and other advanced tasks. When leads turn into opportunities the revenue associatedwith them can in turn be associated with the marketing campaigns that inuenced the deals. By importingopportunities to Marketing Cloud, closed loop reporting can be built. You can enhance your integration furtherby aligning it with your unique business requirements. The lead assignment rules in Engagement Cloudcan be congured to detect leads synchronized with Marketing Cloud, for added consideration during theirassignment. The lead score calculated by Marketing Cloud can be synchronized over to Engagement Cloud, sothe sales team has a qualitative understanding of the lead's interest and engagement.

Integration Assumptions and ConstraintsBefore you start on your Engagement Cloud and Marketing Cloud integration, consider the following assumptions andconstraints:

• Not all elds visible on the Engagement Cloud Contact, Account and Lead objects are available in theintegration. Check the elds that are available before nalizing eld mapping.

• Fields that allow multiple selections aren't supported by default in this release of the integration. You can useOracle Cloud extensibility tools to enable this functionality, though.

• When Engagement Cloud contact and lead records are merged or deleted, these changes aren't synchronizedto Marketing Cloud.

Related Topics

• Integration app guide

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• Extending Sales and Service

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Chapter 2Basic Conguration

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2 Basic Conguration

Required RolesTo do the congurations required for this integration you must have the following Engagement Cloud job roles:Employee, Resource, Sales Administrator and Custom Objects Administration. Also any role with sucient privileges toview, modify, and create leads, contacts, accounts, opportunities, and campaigns in Engagement Cloud can be used forconguring the integration.

For Marketing Cloud it's recommended a user with the Administrator persona perform the integration.

For more information on creating users in Engagement Cloud, see the Related Topics area.

Related Topics

• Create Sales Users in the UI

Create Contact and Account Fields in Marketing CloudAs a prerequisite to the integration, you must create contact and account elds in Marketing Cloud to map contact andaccount data from Engagement Cloud. You will use these elds later, in the Connections set up area of Marketing Cloud,when you specify which Marketing Cloud elds are to be used for matching with Engagement Cloud elds.

For more information, see Creating recommended contact and account elds in the Oracle Sales Cloud Integration AppUser Guide.

Related Topics

• Creating recommended contact and account elds

Install the Integration App and Congure a ConnectionNow you install and congure the Oracle Sales Cloud Integration app. For more information, see the Related Links area.

Related Topics

• Installing the Oracle Sales Cloud Integration app

Import Contacts, Accounts and LeadsThe next step is to import data from Engagement Cloud into Marketing Cloud. By running the import, the identiers(email, party ID, party number) for the accounts and contacts are updated in Marketing Cloud. The initial import ensuresthat the identiers are shared between the two systems, and then subsequent imports maintain the sync. You import

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accounts, contacts, and leads. Once you have set them up, for a given record type, a new import job starts, 15 minutesafter the previous one has completed. This ensures that there are no multiple import jobs running in parallel for thesame record.

Note: If you include PrimaryAddress elds in your sync congurations you must include the EngagementCloud PrimaryAddress.AddressNumber eld in your mappings. The address number eld is required whenyou want to update contacts from Marketing Cloud into Engagement Cloud using an action and when you'remapping any address eld. If you don't include the address number in the action mapping, the call will fail.To have the address number information in Marketing Cloud you must store it in a custom eld. You thentake the value from Engagement Cloud imports. In the case of mapping contacts, you map the addressnumber along with the registry number that you take from Engagement Cloud after the contact gets createdin Engagement Cloud.

Refer to the Related Topics section for information on creating imports, and for creating default assets which will enableyou to more quickly create your imports. Both topics are in the Oracle Sales Cloud Integration App User Guide.

Related Topics

• Creating default assets

• Creating imports

Sync Lead to Engagement CloudYou use Actions in the Integration app to sync Contacts and Leads from Marketing Cloud to Engagement Cloud. Nowyou will create the Lead action. After you do you can sync leads generated from Marketing Cloud campaigns to SalesLeads in Engagement Cloud.

For more information, see Creating step actions in the Oracle Sales Cloud Integration App User Guide.

Related Topics

• To automatically create actions using the recommended conguration

• Create step actions

Use Recommended Programs to Trigger ActionsUnlike imports, actions are not triggered automatically. Actions must be triggered based on certain conditions (such ascontact activity gathered by Marketing Cloud, or lead score increase tracked by Marketing Cloud).

Use the Program Canvas in Marketing Cloud to set up the conditions under which leads and contacts are created ormodied from Marketing Cloud to Engagement Cloud.

The actions you have created in the integration app (such as the Create Lead action), can be used as steps in theProgram Canvas. When a contact enters the program, they will be subject to the congured steps, depending on theProgram denition and conditions specied.

As an example, you may want to congure a program to create a Lead in Engagement Cloud, whenever a contact iscreated in Marketing Cloud.

For more information, about creating programs and about the Program Canvas, see the Related Topics section.

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Related Topics

• Automatically create programs needed for integration

• Learn more about the Program Canvas

Rene the IntegrationOnce you have the basics of your integration, and it's up and running, you will most likely want to rene certain aspectsof it, such as:

• Update lead actions or contact actions.

• Congure data priority for imports.

• Congure lters on imports instead of importing all records.

• Sync elds you created for your organization.

• Avoid synchronizing certain elds that you're not using.

See the Related Topics area for more information.

Related Topics

• Creating step actions

• Creating Imports

• Using the app in a program or campaign

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Chapter 3Advanced Integration Tasks and Use Cases

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3 Advanced Integration Tasks and Use Cases

Overview of Advanced TasksWatch video

Now that you have goen your integration up and running, you can turn to more advanced setup tasks and reviewsome use cases.

Send Marketing Cloud Campaign Responses toEngagement CloudMarketing Cloud gathers responses to its marketing campaigns such as emails opened, emails clicked, and so on.Synchronizing these responses to Engagement Cloud provides the marketing context to your sales team. This isachieved by synchronizing campaigns and campaign responses from Marketing Cloud to Engagement Cloud, usingrespective Actions. A Program in Marketing Cloud automates the continuous sync, and it honors the Response Rules inMarketing Cloud while synchronizing the responses. You also have to make sure that you are exposing the appropriatesub-tabs and analytics reports in Engagement Cloud, to view the synchronized campaigns and campaign responses.

Campaign Action and Campaign Response ActionHere are the two actions that you congure:

• The Campaign Action runs when the status of a campaign changes in Marketing Cloud, and synchronizes newcampaigns or an updates to existing campaign to Engagement Cloud.

• The Campaign Response Action runs when, for example, an email is clicked or opened, and the actionsynchronizes these campaign responses from Marketing Cloud to Engagement Cloud.

For more information creating these actions, see the Related Topics section for a link to the topics in the Oracle SalesCloud Integration App User Guide

Program to Sync Campaign ResponsesYour implementation includes programs to synchronize campaign responses collected in Marketing Cloud with SalesLeads in Oracle Engagement Cloud.

You create a Program, which uses the Campaign Response Action that you created in the previous section.

For more information, see the Related Topics section for a link to the Using the app in a program or campaign topic inthe Oracle Sales Cloud Integration App User Guide.

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Congure Response RulesYou use Actions to send data from Marketing Cloud to Engagement Cloud, and you use Response Rules to governs theactions themselves.

Response rules dene:

• Which campaign responses are synchronized to Engagement Cloud.

• The priority order of responses. For example, you might consider an email click a higher priority than an emailopen. If you dene the rule in this way, then only the response with the higher priority will sync to EngagementCloud.

• The program that syncs the campaign responses.

For more information, see the Related Topics section for a link to the Creating response rules in the Oracle Sales CloudIntegration App User Guide.

Enable Campaign Pages in Engagement CloudYou enable campaign pages in Engagement Cloud. For Sales Representatives, you expose the Campaigns subtab in theEdit Lead and Edit Contact UI. For Sales Managers you expose the Campaign object in Campaign Analytics tabs. Thefollowing table gives you a brief overview of each task you perform.

For more information, see the Related Topics section for a link to the Oracle Engagement Cloud Extending Sales andService guide. In that guide, use the Marketing Campaigns and Campaign Member topic including the subtopics shownin the following table.

What To Enable Where to Find Instructions

Add the Campaigns subtab in the EditLead and Edit Contacts pages. 

Use the following topics in the Marketing Campaigns and Campaign Members section of theExtending Sales and Service Guide:

• Enabling the Campaigns Subtab in Leads• Enabling the Campaigns Subtab in Contacts

Add the Campaign Analytics tab tothe Campaigns List page 

Use the Enabling the Campaign Analytics Tab to the Campaigns List Page in the MarketingCampaigns and Campaign Members section of the Extending Sales and Service guide. 

Add the Campaign Analytics subtabto the Campaign Details page 

Use the second half of the Enabling the Campaign Analytics Tab to the Campaigns List Page inthe Marketing Campaigns and Campaign Members section of the Extending Sales and Serviceguide. 

Related Topics

• Using the app in a program or campaign

• Creating campaign actions

• Creating response actions

• Creating campaign response rules for CRM integration

• Marketing Campaigns and Campaign Members

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Closed-Loop Reporting Dashboards and ReportsEngagement Cloud opportunity data is synchronized to Marketing Cloud where it can be used to develop models forassessing campaign eectiveness.

Using closed-loop reporting to aribute sales opportunity revenue to marketing campaigns you can analyze youroverall campaign revenue performance (ROI), and identify the best and worst performing campaigns. Seing up ClosedLoop reporting has a few steps which we will preview here.

To set up closed-loop reporting, you need to perform the following steps.

• Use the integration app to import opportunities. Refer to the Related Topics section for the topic on creatingopportunity imports from the Oracle Sales Cloud Integration App User Guide.

• Congure opportunity seings in Marketing Cloud.

◦ Associate contacts to opportunities. This conguration determines whether the opportunity is associatedwith the account or the contact.

◦ Create opportunity stages. Make sure you maintain the same opportunity stages and closing percentagesin both Marketing Cloud and Engagement Cloud.

◦ Congure the Default Revenue Aribution model. The model determines how the opportunity revenue isaributed to campaigns that have inuenced the opportunity and its originating lead.

◦ Refer to the Related Topics section for the topic on conguring opportunity seings from the OracleSales Cloud Integration App User Guide. Here's a brief overview of the setup.

• In Oracle Engagement Cloud modify the copy map for Lead to Opportunity to include the entity mapping forCampaign Member objects.

◦ Add entity mapping for the OpportunityCampaignVO from the Campaign Member object. For thisentity mapping, add aribute mappings for CampaignId, CampaignMemberId (primary), LeadId andRevenuePercentage.

◦ Refer to the Related Topics section for information on seing up leads, and on extending leads andcampaigns in Engagement Cloud..

Related Topics

• Creating opportunity imports

• Conguring opportunity seings

• Set Up Leads

• Extend Leads and Campaigns

Congure Access to the Digital Prole InfoletYou can congure access to the Digital Prole infolet on the Contact Overview and on the Lead Overview page. You setup the infolet in Application Composer, and must have a connection set up to Marketing Cloud prior to doing this set uptask.

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The infolet displays a summary of a contact's digital activities recorded by Marketing Cloud, such as the number ofwebsites visited or form submissions made. You drill down on each activity type to access the Marketing Cloud DigitalProler tool to access detailed information for each activity. Here's a screen shot of the infolet:

For more information on seing up the infolet, see the Extend Leads and Campaigns topics in the Extending Sales andService Guide.

How Lead Scores are Synchronized from MarketingCloud to Engagement CloudYou can congure automated lead scoring, ranking and qualication in Marketing Cloud which lets you:

• Dene lead scoring rules to assign number-based score to the lead.

• Assign ranking rules quantitatively, with values such as, Hot, Warm, or Cold

• Dene qualication rules with a combination of conditions that can automatically turn the status of a lead toQualied.

Synchronize all these values in Marketing Cloud and dene scoring models to calculate lead scores. Scoring modelskeep the lead score updated every 24 hours, or whenever a contact performs a relevant marketing activity.

To enable this functionality, you just need to perform the following setup steps. For more information on theEngagement Cloud steps, see the Fields topic in the Extending Sales and Service guide.

1. Create a custom eld for the Engagement Cloud Lead object, and call the eld Marketing Cloud Lead Score.2. The Create Lead and Update Lead actions create a mapping to Engagement Cloud. While you're mapping,

you use the Marketing Cloud eld Rating: (Lead Scoring Model Name) to map to the Marketing Cloud LeadScore eld in Engagement Cloud. This synchronizes the Lead Score value (A1, B1, C2, and so on) from MarketingCloud to Engagement Cloud.

3. Use the synchronized values of the Marketing Cloud Lead Score to rank the leads in Engagement Cloud withvalues of Hot, Warm and Cold.

Note: You can also use the Lead score value in the Program Canvas, so that only leads withhigh score are synced from Marketing Cloud to Engagement Cloud.

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Related Topics

• Lead scoring

Assign Synchronized Marketing Cloud Leads toEngagement CloudYou can congure a Lead Source eld in Engagement Cloud to complement the Marketing Cloud Create Lead andUpdate Lead actions. You can use this eld to identify whether a lead was synchronized from Marketing Cloud and toenable you to determine the source of the lead.

Related Topics

• Work Assignment

Synchronize the Do Not Email Preference fromEngagement Cloud to Marketing CloudEngagement Cloud includes a provision that enables you to store email opt-out information for Contact records. Salesrepresentatives can use the Do Not Email check box eld to store whether or not a contact wants to receive emails. Withthe integration you can sync this preference to Marketing Cloud, and unsubscribe those contacts from Marketing Cloudemails.

Here's how you do it:

1. Create a new Contact import in the integration app.

Note: This import is an additional import, apart from the regular Contact import.

2. Use the Filter (DoNotEmailFlag='true') in the contact import to tell the import job to only process those contactsthat have the Do Not Email check box selected in Engagement Cloud.

3. In the Post Processing section of the contact import, add a row Global Subscribe = Unsubscribe.

Now that you have enabled this import, it will run every 15 minutes like the rest of the imports. It will nd any contacts inEngagement Cloud that have the Do Not Email check box selected, and opt them out of Marketing Cloud emails.

Related Topics

• Creating imports

• Enable Do Not Contact Functionality

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Chapter 4Marketing Cloud Sales Tools

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4 Marketing Cloud Sales Tools

Overview of Proler and EngageWatch video

The Marketing Cloud sales tools, Proler and Engage, can be embedded within Engagement Cloud screens.

• Proler gives your sales representatives details about contacts along with activity information and lead scorevalue from Marketing Cloud.

• Engage helps your sales force organization maintain a consistent branding message in communications tocontacts and leads.

Since the tools are embedded in the Engagement Cloud UI, the user doesn't need to leave Engagement Cloud.

In order to access Proler or Engage, your Sales team members must have their user logins created in Marketing Cloud.These users must also have Eloqua Proler or Eloqua Engage licenses, respectively.

Related Topics

• Proler

• Engage

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