Oracle Eloqua Student Engagement Cloud is Marketing Automation at its best. But it’s important to storyboard before building a multi-step campaign, to create a road map, collaborate with team members and gain consensus on the steps taken in the campaign.
Multi-step marketing campaigns automatically perform actions based on an individual contact’s specific engagements with the campaign. For example, if a contact (prospect) has not clicked on an email within 5 days (or other determined period of time), a follow up email can be sent. Or if a contact has visited a landing page, a follow up action such as send a thank you note email or add to (another) campaign can be performed.
However given this vast capability and functionality to tailor responses and take specific actions based on a contact’s specific engagements, multi-step campaigns have the potential to become quite sophisticated and complicated. Therefore it is best to storyboard the campaign before you build it.
By storyboard we mean a written illustration of exactly what will occur at a conceptual level devoid of technicalities; a written flowchart so to speak.
The art of storyboarding will allow the marketing team to do 3 major things:
1. Create a road map
2. Collaborate with other team members
3. Gain consensus on the purpose and design
Below is an example of a storyboard for a proposed multi-step campaign.
The storyboard contains statements for the proposed campaign’s: issue/goal, resolution, the written storyboard itself, any additional notes and also the time/duration of the campaign.
Now that there is a written flowchart, this provides a road map to all Marketing team members upon which collaboration is possible and also consensus on the proposed campaign can be achieved. This preparation step will streamline development and from herein building the campaign in Eloqua Student Engagement will be much easier.
Below is an example of the above storyboarded campaign, developed and implemented in Eloqua.
Note: In this Expert Tip we have referenced Eloqua Student Engagement (SE) Cloud, however it is applicable to all Eloqua Cloud installations.