Content Recommendations with Guided Campaigns
Oracle Guided Campaigns, formerly known as Oracle Fusion Marketing App, is changing how marketers can utilize Eloqua for targeted, personalized messaging at scale. Ideal for several use cases, including distributed marketing and account-based marketing, Guided Campaigns gives marketers a robust way for sales and revenue team members to utilize branded and personalized content through a self-service portal.
What are Oracle Guided Campaigns?
Oracle Guided Campaigns is “an Oracle Eloqua app that provides a self-service process for creating brand-approved and personalized, reference-based email campaigns for targeted accounts.” Using Oracle Eloqua’s campaign workflow, Oracle Content Management’s content repository, and the Oracle Content app for landing page personalization, Guided Campaigns provides a streamlined workflow for recommending branded content to a specific target audience. Still not sure what Guided Campaigns can do for you? Let’s break it down with an example use case.
Let’s say that you have a group of field marketers, distributed marketers, or even business development reps. You want them to have a self-service way to send personalized content to their target audiences. At the same time, you need to ensure those messages are branded appropriately and messaged accordingly. Marketing needs to control the look, feel, and content. Sales and revenue team members need to trigger the workflow. Ideally, those messages are customized based on specific contact attributes, such as product line of interest, industry, or other criteria that ensures content hits the mark. Guided Campaigns make that happen “on the fly” increasing relevancy and speed-to-market.
With Guided Campaigns, marketers are in control of creating the content within the emails and landing pages. Assets are pre-built in Eloqua, and stories are configured within Content Management. Sales and revenue team members simply log into the Guided Campaigns portal to select their appropriate audience, choose the assets they want to be sent, define campaign workflow requirements, and send. Because Guided Campaigns is built to recommend the most appropriate stories based on defined criteria, messages are hyper-personalized to the recipient. Although each contact receives the same email and visits the same landing page, the content on that landing page will be different depending on the product category selected for the campaign and the industry value (or other criteria) on the contact record in Eloqua.
This is just one of many use cases for working with Guided Campaigns. Account-based marketing, dealer and franchise engagement, and reference-based selling are a few other ways to take advantage of Guided Campaigns. Anytime you want to target a specific group of individuals with relevant and recommended messaging, Guided Campaigns should be on your radar.
How Does it Work?
Oracle Guided Campaigns is like s’mores (without the mess). It takes the best features of specific tools and brings them together in a fantastic fashion. Guided Campaigns utilizes the following platforms:
- Oracle Eloqua is where marketers create and manage email, landing pages, audience, and campaign assets. Guided Campaigns uses the criteria supplied by the user to create and activate a campaign workflow within the Eloqua platform
- Oracle Content Management (OCM) is utilized for its content repository functionality. Marketers add quotes, images, and stories within OCM that are then used as recommended content within the campaign assets.
- Oracle Guided Campaigns app is installed and configured within Eloqua to set the proper configuration between OCM and Eloqua. This allows the Guided Campaign portal to be a self-service tool where sales and revenue team members can create the criteria for the campaign needed. Here, they select the product category for the campaign, the audience, the email and landing page, and additional campaign workflow requirements. Once activated, the campaign is created in Eloqua using Eloqua assets.
- Oracle Content for Guided Campaigns is the Eloqua app that allows for recommended content within landing pages. This allows cloud content to be added where you want within the page, and it pulls the recommended stories based on the criteria set within Guided Campaigns (i.e., product on the campaign and industry on the contact record).
Getting It Done
Once you decide Guided Campaigns is right for you, the first step is making sure you have all of the right components. Assuming you already have Eloqua, you’ll need to secure a license for Oracle Content Management as well as Guided Campaigns. Once those are secured, and all proper permissions are allocated and apps configured, you’re ready to think about your use case(s). Defining your use case is critical as it will impact your stories, content, and configuration of the Guided Campaigns workflow. Be sure to spend time with your marketing and revenue teams to define clear objectives, audiences, and reporting requirements before getting started.
There are a few key pieces of content that need to be developed by your marketing team before campaigns are ready to be built and sent through Guided Campaigns. Keep in mind that Guided Campaigns uses assets pre-built within Eloqua and Oracle Content Management. Your sales and revenue teams are selecting these pre-built assets when they build their workflows. Guided Campaigns walks users through the creation process, as you can see from the screenshot below (IMG1). As part of this workflow, users choose the appropriate Product, Audience, Customer Stories, Email, Landing Page, and Lead Qualification Process (optional).
Product
When the Guided Campaigns app is installed within your Eloqua instance, you’ll need to map two fields between Guided Campaigns and Eloqua: Product Category and Industry. The Product Category field should map to your Campaign Product Category field in Eloqua. The Industry field should map to the Contact’s Industry field within Eloqua. Note, if your use case requires a field other than Industry for recommended content, you can align the Guided Campaigns Industry field with another contact field. When building your campaign, you must select the appropriate Product Category first. This will be the Product Category selected within your campaign in Eloqua. It will also drive the recommended content shown on your landing page, in addition to the Industry (or similar) field on the contact’s record.
Audience
Just like an Eloqua campaign, a segment (audience) needs to be selected for your campaign. This segment needs to be pre-built within Eloqua. Since it uses Eloqua functionality, you can build your segment just like all of your others. Sales and revenue team members will pick the appropriate segment for their workflow.
Customer Stories
This is the good stuff! Based on the product selected for the campaign and the industries present within the audience selected Guided Campaigns will recommend specific stories. Using the product chosen, Guided Campaigns will scan all stories created in Oracle Content Management tagged with that product. It will then recommend up to three stories that align with said product across all industries on the Contact record. This ensures recipients see the most relevant content in your messaging. The stories shown to me will be specific to my industry, and the stories shown to you will be specific to yours. You can change the stories displayed, and you also can alter the default stories shown to individuals with no industry field selected on their contact record.
Keep in mind that Customer Stories pull from stories pre-built in Oracle Content Management. While you are building your content in Eloqua (email, landing page, audience), you also need to build your stories within OCM. These stories will display specific customer references that can include imagery, quotes, links, and more. Each story is tagged with a product and industry to ensure the best content is served to each recipient.
Similar to Audience, the selected Email needs to be pre-built in Eloqua. This ensures marketers have complete control over the brand image and messaging of the email’s content. Each campaign can only have one email, and this email will link to your landing page with recommended content. If you want to truly personalize your customer’s experience, consider dynamic content and personalization on the email as well.
Landing Page
Your landing page will also be pre-built within Eloqua. This is where the Oracle Content for Guided Campaigns app becomes important. You’ll use this cloud content on your landing page to display the recommended stories discussed above. The Guided Campaigns app will pull the recommended stories selected, based on the contact’s industry value. Of course, you can also hyper-personalize the page, serving dynamic content alongside your recommendations.
Lead Qualification Process
When turned on, the Lead Qualification Process workflow will add a shared filter to your campaign that automatically listens for responses. If someone responds to your campaign, they will be routed to the program chosen. Keep in mind that response rules must be configured within Eloqua, and your program must be pre-built. The Lead Qualification Process is optional. If contacts do not meet the response criteria, they will be exited from the campaign.
Jump into Guided Campaigns
Now that you know the basics, you’re ready to get started. Guided Campaigns empowers you and your revenue team members to build and manage recommendation-based campaigns that are properly branded and messaged by your marketing team. Interested in learning more or trialing a use case? Give Relationship One a call. We’re here to help.
