This is the first of a series of blog posts by Melissa Kowalchuk, marketing specialist at Heinz Marketing and an Eloqua expert. This morning we shared several best practices for increasing qualified leads from Slideshare. Here, Melissa explains exactly how to automate Slideshare lead capture and follow-up within Eloqua.
Over the last few years here at Heinz we have come to realize that Slideshare is an AWESOME lead generation source. For us, Slideshare consistently yields high quality leads and is constantly growing. We recently became an Eloqua partner and one of our immediate priorities with using Eloqua was implementing the Slideshare Cloud Connector. Previously we manually downloaded the weekly lead list and sent the requested content piece one-by-one – a cumbersome process. We were really excited to learn about the Slideshare Cloud Connector.
Assuming you understand the basics of Eloqua’s Program Builder, I’m going to walk through the steps to get you set up with a basic Eloqua-Slideshare program to make sure that your Slideshare leads are being touched and receiving the information they’re looking for.
Setup Contact Fields
Make sure that you’ve configured all of the contact fields according to the information that you’re gathering from Slideshare. If you follow the document below, you’ll notice that the default contact fields are Slideshare Lead Campaign ID, Slideshare Mechanism, Slideshare Slideshow ID, Slideshare Message, Slideshare Rating, and Slideshare User Comment.
To make the actual connection and integration, follow these steps outlined on Topliners: http://topliners.eloqua.com/community/do_it/blog/2012/02/02/installing-and-using-the-slideshare-feeder
Create Follow-Up Emails
Before you go into Program Builder, think about the types of follow-up email you need. In my case, we have six different campaigns and individual requests so I made six follow-up emails.
Locate and Note the Slideshare Campaign IDs
You can find the Campaign IDs in Slideshare by logging into your Slideshare account, viewing your Pro Dashboard, and clicking on each of the campaigns. The corresponding Campaign ID will be seen in the URL string, pictured below.
Create a Shared Filter
In order to create a proper Program Builder Feeder, make sure that you pull all of your Slideshare Leads into a shared Filter. I did this by pulling in all users whose Slideshare Campaign ID contained a 1. You will need to find a common denominator in your campaign IDs. There are alternate ways of pulling these users into a Shared Filter, and this is merely one way.
Build a Program!
As mentioned previously, our Slideshare campaigns account for six unique requests, so this program below accounts for each of these. But you’ll notice that this program has steps that could be repeated to go on forever, depending on the number of Campaigns you have set up with Leadshare. Here is an overview of the entire program and I’ll go into a more detail below.
Configuring Decision Rules
- Create a Decision Rule to follow your Enter Program Step.
- Give the Decision Rule a name to correspond with your Campaign or Campaign ID.
- Select the rule Contact Field Comparison, choose Slideshare Campaign Lead ID as the contact field, and set the parameters to ‘is equal to XXXXX’.
- Configure the Yes path by adding a New Step. If you’re using a follow up email like we do, follow these steps. Otherwise configure this step to perform the appropriate follow-up action. Give your action a name corresponding to the specific campaign, and select Send Quicksend Email as the action. At this point you select the corresponding email. Note: I left all Email Options and Override Settings alone but you should configure those to your organization’s or client’s needs.
- If you have a second Slideshare Campaign ID, configure your No path by sending to a new Decision Rule, and complete steps 1-4. Repeat these actions to account for every Campaign ID.
- Once you have created Decision Rules for each Slideshare Campaign, the final Decision Rule No Path should be set to Action Step: Remove From Program. This would send anyone who did not have one of your set Campaign IDs to exit the program and not receive follow-up.
Note: If you have CRM integration, at this point you would want to add a Step to run your integration rules.
Clearing Slideshare Lead Campaign ID
In order to account for allowing the lead to return to Slideshare, make a different request, and receive proper follow up, the next step is important. You will want to clear out the Slideshare Campaign ID.
- Send the Send Campaign Email Step to a new step and select the Action ‘Update Contact/Prospect/Company Data’. You will be prompted to select or create an Update Rule.
- Select Create New. Give your rule a name (mine is Clear Campaign ID), click ‘Add Update Rule’ and select the field ‘Slideshare Campaign ID, and select ‘Set to Value’ from the Select an update action drop down menu, and enter value 0. Click apply. Your screen should look as it does below. Hit Save and Close.
- Notice that the Edit Step Path screen has the proper Update Rule selected, and you can Save and Close the screen, shown below.
Sending Lead to Proper Nurture Campaign
This is the level and stage at which you will send the user to your nurture campaign. For the sake of simplicity, my example shows this step as sending the lead to a contact group for the leads to get sent the organization’s newsletter. However, you should configure this step as appropriate to your organization’s or client’s needs.
Remove Users from Program
To ensure that all users are able to re-enter the program when and if they submit a new Slideshare lead form, all of your final steps should remove users from the program. Also, make sure to have ‘Allow members to enter the program multiple times’ checked in your Program Details.
Slideshare is a fantastic channel to publish and consume content. The Eloqua Slideshare Cloud Connector gives marketers a powerful tool for connecting with and engaging users. Let me know your feedback and experience using this information.