Integrating Oracle Eloqua for Full Customer Lifecycle Automation

In a digitally mature organization, the lines between marketing, sales, customer success, and business operations should be blurry. All too often, end-to-end processes and valuable customer data get siloed by team or by application.

When business processes and customer data get locked into their systems of record, you end up with information that’s siloed by application, which makes it even harder to share insight across teams.

And when members of each team don’t have transparency into the customer’s journey and interaction with other teams and systems, they’re probably not delivering the most relevant experience to customers.

That’s why Usermind integrates with Oracle Eloqua (along with Marketo, HubSpot, and Pardot) — to unify data from your marketing automation platform with data from your CRM, help desk, financial systems, and other systems of record, and give you a single place to orchestrate actions across all those systems.

With Usermind, you can extend automation beyond marketing campaigns and email, and tie data, triggers, and actions together between connected SaaS apps, databases, and live events captured by webhooks. Best of all, you can do this without coding or taking up valuable time with your engineering team.

Here are some examples of Usermind journeys you can build with the Eloqua integration:

• Detect customer service escalations in your help desk or billing issues in Zuora, and remove affected customers from marketing campaigns in Eloqua
• Segment Eloqua lists and campaigns based on data from any connected system, including internal databases and events captured by webhooks
• Easily create behavior-driven customer onboarding programs in Eloqua based on data tracked in your product or usage analytics
• Enrich prospect and campaign data with customer information from your internal databases
• Nurture leads throughout the full customer lifecycle, using data from your CRM, product usage analytics, customer success, and support systems
• Reclaim market-qualified leads that have been discarded by sales, and put them in nurture campaigns
• Collect and detect changes to custom object information in Salesforce, and use it to trigger action in Eloqua
• Fast-track leads who come in from accounts with open opportunities — with automated notifications and task creation for the appropriate rep and follow-up actions
• Send customers’ email behavior data (like sent, delivered, opened, clicked) directly to a Salesforce lead or contact record

How it Works

For this example, let’s build a journey for online trial optimization.

Here’s the beauty of Usermind: you can orchestrate the free trial journey across your systems for marketing automation (Eloqua), CRM (Salesforce), product analytics (via Mixpanel, our database connector, or captured via webhook), help desk (Desk.com), communication (Slack), and more.

1.  Authorize your Oracle Marketing Cloud / Eloqua Account in Usermind

With Usermind, you can easily integrate your SaaS applications with other systems. To connect your Eloqua admin account, just OAuth, and we’ll start fetching your data.

Then you can establish milestones, define rules, and build end-to-end journeys based on Eloqua data and actions.

2. Map your Data Between Systems

Let’s make sure that we’re able to relate a customer’s data in Eloqua with the corresponding Salesforce contact, Mixpanel distinct_id, and their account in Zuora (which should also map to the account in Salesforce).

With Usermind, you can define entities (like a customer) across systems, and make sure their metadata (including custom objects in Salesforce and Eloqua) are all associated.

3. Define your Milestones

Milestones in Usermind use conditions to define the stages of your customer journey. If a customer gets stalled between any stage, we can trigger actions to nudge them along.

For this example, we’ll keep our milestones pretty simple.

1. Signup – We’ll trigger a welcome program based on the completion of an Eloqua form.
2. Profile Complete – If a customer gets stuck in this stage (i.e., hasn’t filled out their profile), we’ll trigger an Eloqua tutorial campaign.  
3. Used Product – If the customer engages with the product, we can update Eloqua field that affects lead scoring. If the customer gets stuck in this stage, we can continue the tutorial.
4. Active Usage –  a) If a customer has been active in their trial, but hasn’t added a credit card, we can schedule a call task for sales. b) Once Mixpanel detects that a customer has added their credit card, we can trigger a new Eloqua campaign, and alert the sales rep with any pertinent new account details (like whether they signed up for monthly or annual billing, auto-renew, etc.).
5. Billing – A customer reaches this milestone when their payment is successfully processed in Zuora. We can uses changes to Zuora account information to update the Salesforce account or opportunity records.
6. Success – Boom! Your free trial has successfully converted, and now we can analyze and experiment on the end-to-end processes that support free trial conversion.

4. Define Rules and Conditions

It’s easy to automate complex customer journeys with Usermind. We’ll define the business logic that defines how  a customer moves from one stage of a journey to the next, and automate triggers, actions, and updates across all our connected systems.

This journey kicks off upon the completion of an Eloqua signup form. Let’s look at a breakout of the rules for the completed profile milestone.

Here’s how we automate the appropriate actions to get stuck customers onto the next phase, their initial use of the product:

If a customer gets stuck in a phase of the journey, we can use rules to trigger an action (like sending an Eloqua email) and to directly notify the account owner in Salesforce or via email.

Here’s how easy it is to program the creation of Salesforce task when a customer hasn’t entered their credit card by a given point in the free trial:

5. Analyze the Journey

See the impact of your orchestrations and measure the impact of changes by comparing time-defined cohorts. This is a powerful way to combine key metrics from Eloqua and other systems that touch the customer journey, enabling rapid turnaround for experiments and optimization.

Marketing automation has been a game-changer for digital operations. With Usermind, it’s just as easy to extend automation to your full tech stack — and multiple customer, product, and partner lifecycles.