Progressive Profiling, Use Cases and Implementation

PROGRESSIVE PROFILING Carol Mendenhall & Erin Rowles 29 March 2016

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Form Optimization


•  Use forms more effectively to learn about our buyers •  Standardize forms across all lines of business •  Implement methods to track metrics and improvements Anonymous Traffic Identification Progressive Profiling

What is Progressive Profiling?


Progressive profiling is the Modern Marketers version of the classic game GUESS WHO?

Why Use Progressive Profiling?


•  Shorter forms (3-5 fields) = higher conversion rates •  Provide a better customer experience •  Gain insight into buyer personas •  Help sales customize their approach to buyers

Email address Company Current solution

Timeframe to buy

Title Primary challenge

Phone number

WHERE TO START Progressive Profiling in Oracle Eloqua

6

Hash it Out


•  Valuable Info •  Contact •  Company •  Interest-based •  Lead Scoring •  Required for CRM

•  Erase •  Not appropriate

on form •  Lie-likely

•  Sort •  Group

Sales & Marketing Alignment

Define User Experience


What happens if…

•  Visitor is not found? •  Prepopulated info is not theirs? •  All fields have values? •  Form errors out?

IMPLEMENTATION OPTIONS Progressive Profiling in Oracle Eloqua

9

Option 1: Custom Coding


Use native field lookups and custom javascript to show/hide form fields based on set rules.

Option 1: Custom Coding


CONSIDERATIONS •  Can be applied to WYSIWYG or HTML editor or externally •  Allows for lots of rules, controls & complexity •  Use any object fields (Account, Contact, Custom Object) •  Not dependent on an app (user management, API updates) •  Cookie dependent •  $ if using 3rd party

Option 2: Cloud Component


Enable and use Landing Page cloud component app.

Option 2: Cloud Component


CONSIDERATIONS •  Easy editor, no coding required •  Can be applied to WYSIWYG or HTML editor, not externally •  Simple to complex rules + experiences •  Contact Fields & Query Strings only •  CSS styling included •  Dependent on an app (user management, API updates) •  Cookie dependent •  Free but being deprecated

Option 3: Form Component


(New) form component that allows for configuring right within form setup.

Option 3: Form Component


CONSIDERATIONS •  Easy editor, no coding required •  Can be applied to WYSIWYG or HTML editor, not externally •  Simple rules •  Have to come from an Eloqua email to work •  Allows for Account, Contact, Query String and CDO fields •  No additional logins, built into the UI •  Free, built into UI

QUESTIONS


Carol Mendenhall [email protected] 651-687-4896

Erin Rowles [email protected] 763-515-4910