CRM Integration 20131212

Eloqua – CRM IntegrationMelissa Kowalchuk Senior Consultant, Eloqua ExpertOracle Eloqua

Melissa KowalchukSenior Consultant – Eloqua Expert Team

•Live in San Diego•Just passed 1 year ‘Eloquaversary’ •Marketing consulting and digital marketing background

@MelissaMK Linkedin.com/in/MelissaMK

Copyright © 2013, Oracle and/or its affiliates. All rights reserved.3 For Oracle employees and authorized partners only. Do not distribute to third parties.

CRM Integration

Overview

CRM to Eloqua Data Flow

Eloqua to CRM Data Flow

Best Practices

Tips and Tricks

Recommended Resources

Q & A


Why integrate?

Source: Oracle Eloqua eBook, Marketing Automation Simplified: The Small Guide to Big Ideas


Eloqua Marketing Platform

Eloqua Platform Services

Integration Interface

Data Management

Workflow/Rules

Processing

Reports / Analytics

Emails / Channels

Native Connectors

Flat FileIntegration

Eloqua Integration Interface (SOAP API/SFTP)

MRM ERPOther CRM

SOP/SLX/SAPEDW

Eloqua AppCloud

Integration Options


Integration Components

Data Management– Two-way synchronization of contact and lead data based on business rules

– One-way synchronization of account data from CRM to Eloqua

Campaign Tracking– Associate leads and contacts to campaigns in CRM

Activity Logging– Log marketing activities and customer behavioral information in CRM

Eloqua Reporting– Access detailed reports directly from CRM contact and lead records

through web links or Eloqua Profiler


Eloqua Contacts

Other CRM InputList Upload

Form Submission

Business Logic& Field Mapping

Integration Data Flow

Inbound only to Eloqua Accounts

Outbound Synchronization

CRMInbound

Synchronization


CRM to Eloqua Data Flow


Eloqua Field Types

Field Types:– Date

– Numeric

– Text

– Single Select*

– Check box (Boolean)

– Multi-Select*

Contact and Account limits– 250 custom fields per record type

– 100 characters per text fields

– 1,000 characters per multi-select field

– 32,000 long text area

Custom Objects– 50 fields per custom object (recommended)

– 250 characters per text field

– 4,000 characters per large text field

– Numeric fields support up to 4 decimals

– Number fields support integers only

– There is no multi-select field; use large text to store data of this type

*Failure to maintain consistency between forms, Eloqua, and CRM will result in integration failures.


Integration TerminologyInbound Synchronization

Specifies the data source, format, and prioritySpecifies the data source, format, and priority

Specifies the action, CRM entity, and fieldsSpecifies the action, CRM entity, and fields

Specifies the field mapping, actions, and scheduleSpecifies the field mapping, actions, and schedule


Inbound Synchronization: Auto Synchs

External Call: Retrieve Data

Auto Synch

Inbound data from CRM to Eloqua


CRM to Eloqua: Auto Synchs“Get” External Calls

Get Leads

Get Contacts

Get Accounts

Get Deleted Leads

Get Deleted Contacts

Get Converted Leads

Get Deleted Accounts

Auto Synchs

RetrieveData

Scheduled Upload

CRM

Mapped To

Configuration PointsField SelectionFilter Details

Configuration PointsMapped External Call

Email Notifications Field MappingUpload Actions

Upload Schedule

Get Leads

Get Contacts

Get Accounts

Get Deleted Leads

Get Deleted Contacts

Get Converted Leads

Get Deleted Accounts


Two types of data priority:


A closer look….


Which one wins?

Email First Name Last Name Company Address Job Title

[email protected] Bob Smith Company A 123 Any St.Vancouver, BC

Marketing Director


[email protected] Robert Smith ACME 456 Any St.Seattle, WA



Marketing Director

CRM Lead:

CRM Contact:

================================================Final Eloqua Contact Record:


Duplicate Handling of Inbound Records

Eloqua uniquely identifies records based on email address When CRM records with the same email address are imported into

Eloqua at the same time, duplicates are merged into a single, complete record, with the highest ASCII value retained on a field-by-field basis

– Z is higher than A; 9 is higher than 1; letters are higher than numbers; lowercase is higher than uppercase

We strongly recommend that you remove duplicates prior to integrating with Eloqua. We do not maintain historical duplicate data.


Which one wins?

Duplicate CRM Leads:

================================================

Final Eloqua Contact Record:


[email protected] Bob Smith Company A 123 Any St.Vancouver, BC

Marketing Director


Director of Marketing


[email protected] Robert Smith Company A 456 Any St.Vancouver, WA

Marketing Director


Eloqua to CRMData Flow


Lead Management

Solution depends on your team structure and method of reporting. Options*:

– Create Unique/Hybrid

– Point of Interest

Options

*varies slightly between native CRM integrations


Create Unique

Lead 1

Contacts(email)

Contact IDLead ID

LastCampaign

Contact is associated to Last

CampaignContacts

John

.doe

@or

acle

.com

[email protected]

CRM


Point of Interest

Lead 1

Lead 2

Lead 3

Contacts(email)

Contact IDLead ID

Campaign 1

Campaign 2

Campaign 3

Form Submit Creates a New Lead

Contact can be associated to

Multiple Campaigns

Each Lead is Associated to a Campaign

Contacts

John

.doe

@or

acle

.com

[email protected]

[email protected]

[email protected]

CRM


Associate Leads & Contacts to a Campaign

• Create Activity for Campaign (Create Unique) OR

• Create New Lead (Point of Interest)• Update Campaign History for

ContactBusiness Logic& Field Mapping

Create a campaign in CRM

CRM Campaign ID is used in marketing

Campaign for forms & list uploads

Name: MitchEmail: [email protected]: ArchitectCampaign ID: 01234567a2

Contact records updated

Eloqua Contacts


Integration TerminologyOutbound Synchronization

Specifies the action, CRM entity, and fieldsSpecifies the action, CRM entity, and fields

Triggers External Calls in sequential orderTriggers External Calls in sequential order

Triggers an Internal EventTriggers an Internal Event


Outbound Synchronization: Program Builder

• Use Program Builder to PUSH data from Eloqua to CRM • Internal Events mapped to External Calls

• Create Lead• Update Lead• Update Contact • Associate Lead with Campaign• Associate Contact with Campaign

External Call: Create/Update Data

Internal Event: Custom Contact

Outbound data from Eloqua to CRM


Outbound: CRM Update Program


Outbound Synchronization: Internal Events

External Call: Send Data

Internal Event: Activity

Outbound data from Eloqua to CRM


Not all Internal Events are created equal…


Web Links

Eloqua’s seamless integration with CRM allows for one-click access to advanced lead generation,

qualification and activity monitoring capabilities.


Activity History

• Eloqua Activities logged:• Email Bounceback• Email Click Through• Email Opens• Email Sends• Form Submits• Website Visit


CRM IntegrationBest Practices


This option triggers instant un-subscription from Eloqua

Using the Never Email field will update unsubscribe in Eloqua in the next autosynch

Best Practice:

Not Recommended:

Result: Contact unsubscribed in Eloqua and CRM field

updated by Eloqua

Best Practice – Email Opt Out


Tracking Lead Source in Eloqua

Lead Source is populated upon entry point (form

submission or list upload)

Lead Source – Most Recent

Lead Source – Most Recent

Lead Source - Original

Updated if Lead Source – Original is blank

The original and most recent lead source gets credited when converting a lead into an opportunity

This is a recommended action and requires the creation of an additional field on your leads (contacts) in CRM.

Lead Opportunity

CRM


Lead Routing

Ability to build lead routing in Program Builder– Assign proper lead status

– Use business rules and/or percentage based routing to assign salesperson

– Pass associated salesperson ID in Outbound Synch


Closed Loop Reporting

Available for Salesforce and MS-CRM 2011 Complete integration enables Eloqua’s ROI reports in Insight


Campaign Creation Workflow

User Creates Campaign in Eloqua

If Campaign is modified in CRM, updated campaign

fields are updated in Eloqua in the next Auto-Synch

An Internal Event is Generated and a Campaign is created in CRM in

5-10 minutes after Initial Campaign Save in Eloqua

User Adds Marketing and Reporting Assets

CRMCRM

Copyright © 2013, Oracle and/or its affiliates. All rights reserved.37 For Oracle employees and authorized partners only. Do not distribute to third parties.© 2013 Eloqua, Inc. All Rights Reserved

Tracking Campaign Responses in Eloqua

Contacts(email)

CRMCRM

Contact submits an Eloqua Form

Response Rule

Form

Form Submission must be configured as a Response

Rule

Contact is now Campaign Responder

Form must be a Reporting Asset in Eloqua Campaign

Or List uploaded as External Activities

Eloqua Closed-Loop Reports CRM IntegrationProgram

Contact and/or Lead becomes a

campaign member in CRM Campaign

Note: Campaign Member Association is

from Eloqua to CRMONLY


Quick Fire Tips & Tricks

Copyright © 2013, Oracle and/or its affiliates. All rights reserved.39 For Oracle employees and authorized partners only. Do not distribute to third parties.© 2013 Eloqua, Inc. All Rights Reserved

Tips and Tricks1. Internal events fire two external calls – will always show one error

2. Auto synchs should be run in a specific order – recommended that timing is the same (Get Deleted Accounts, Get Accounts, Get Deleted Leads, Get Converted Leads, Get Leads, Get Deleted Contacts, Get Contacts)

3. If you’re running a data washing machine in Eloqua, pause your inbound auto synchs, or run the washing machine during off hours

4. CRM – data priority should be in recommended order: accounts, contacts, leads

5. When making changes to field mappings, test external calls!

6. When editing field mappings, select the previous field, tab to the field you want to change, select all then hit delete

7. Keep a working document of your integration

8. If you change your CRM username password, update in Eloqua


CRM-Specific Resources:

• Getting Comfy with your CRM Integration

• CRM Integration: Error Guide

• CRM Integration: Status & Reporting

Recommended Resources


@MelissaMK Linkedin.com/in/MelissaMK

Questions?

Topliners.com/people/MelissaKowalchuk

Melissa Kowalchuk – Senior Consultant, Eloqua Expert Team

CRM Integration 20131212

Documents

Transcript of CRM Integration 20131212