crm integration 20131212
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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
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Why integrate?
Source: Oracle Eloqua eBook, Marketing Automation Simplified: The Small Guide to Big Ideas
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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
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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
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Eloqua Contacts
Other CRM InputList Upload
Form Submission
Business Logic& Field Mapping
Integration Data Flow
Inbound only to Eloqua Accounts
Outbound Synchronization
CRMInbound
Synchronization
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CRM to Eloqua Data Flow
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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.
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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
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Inbound Synchronization: Auto Synchs
External Call: Retrieve Data
Auto Synch
Inbound data from CRM to Eloqua
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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
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Two types of data priority:
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A closer look….
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Which one wins?
Email First Name Last Name Company Address Job Title
bob@email.com Bob Smith Company A 123 Any St.Vancouver, BC
Marketing Director
Email First Name Last Name Company Address Job Title
bob@email.com Robert Smith ACME 456 Any St.Seattle, WA
Email First Name Last Name Company Address Job Title
bob@email.com Robert Smith ACME 456 Any St.Seattle, WA
Marketing Director
CRM Lead:
CRM Contact:
================================================Final Eloqua Contact Record:
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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.
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Which one wins?
Duplicate CRM Leads:
================================================
Final Eloqua Contact Record:
Email First Name Last Name Company Address Job Title
bob@email.com Bob Smith Company A 123 Any St.Vancouver, BC
Marketing Director
bob@email.com Robert Smith ACME 456 Any St.Seattle, WA
Director of Marketing
Email First Name Last Name Company Address Job Title
bob@email.com Robert Smith Company A 456 Any St.Vancouver, WA
Marketing Director
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.18 For Oracle employees and authorized partners only. Do not distribute to third parties.
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Eloqua to CRMData Flow
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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
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Create Unique
Lead 1
Contacts(email)
Contact IDLead ID
LastCampaign
Contact is associated to Last
CampaignContacts
John
.doe
@or
acle
.com
John.doe@oracle.com
CRM
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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
John.doe@oracle.com
John.doe@oracle.com
John.doe@oracle.com
CRM
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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: mitch@ab.comJob: ArchitectCampaign ID: 01234567a2
Contact records updated
Eloqua Contacts
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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
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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
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Outbound: CRM Update Program
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Outbound Synchronization: Internal Events
External Call: Send Data
Internal Event: Activity
Outbound data from Eloqua to CRM
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Not all Internal Events are created equal…
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Web Links
Eloqua’s seamless integration with CRM allows for one-click access to advanced lead generation,
qualification and activity monitoring capabilities.
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Activity History
• Eloqua Activities logged:• Email Bounceback• Email Click Through• Email Opens• Email Sends• Form Submits• Website Visit
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CRM IntegrationBest Practices
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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
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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
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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
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Closed Loop Reporting
Available for Salesforce and MS-CRM 2011 Complete integration enables Eloqua’s ROI reports in Insight
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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
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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
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Quick Fire Tips & Tricks
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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
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CRM-Specific Resources:
• Getting Comfy with your CRM Integration
• CRM Integration: Error Guide
• CRM Integration: Status & Reporting
Recommended Resources
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@MelissaMK Linkedin.com/in/MelissaMK
Questions?
Topliners.com/people/MelissaKowalchuk
Melissa Kowalchuk – Senior Consultant, Eloqua Expert Team
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