Eloqua - CRM Integration: Melissa Kowalchuk Senior Consultant, Eloqua Expert Oracle Eloqua

Eloqua CRM Integration
Melissa Kowalchuk
Senior Consultant, Eloqua Expert
Oracle Eloqua
Melissa Kowalchuk
Senior Consultant Eloqua Expert Team
Live in San Diego
Just passed 1 year Eloquaversary
Marketing consulting and digital marketing
background
@MelissaMK
Linkedin.com/in/MelissaMK
CRM Integration
Overview
CRM to Eloqua Data Flow
Eloqua to CRM Data Flow
Best Practices
Tips and Tricks
Recommended Resources
Q&A
Copyright 2013, Oracle and/or its affiliates. All rights reserved.
For Oracle employees and authorized partners only. Do not distribute to third parties.
Why integrate?
Source: Oracle Eloqua eBook, Marketing Automation Simplified: The Small Guide to Big Ideas
Integration Options
Eloqua AppCloud
Native
Connectors
Eloqua Marketing Platform
Data
Management
Eloqua
Platform Services
Workflow/Ru
les
Processing
Emails /
Channels
Reports /
Analytics
Flat File
Integration
Integration Interface
Eloqua Integration Interface (SOAP API/SFTP)
MRM
ERP
EDW
Other CRM
SOP/SLX/SAP
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

6
Integration Data Flow
List Upload
Other CRM Input

Eloqua Contacts
Business Logic
& Field Mapping
Outbound
Synchronization
Form Submission
Inbound
Synchronization
CRM
Inbound only to
Eloqua Accounts
CRM to Eloqua
Data Flow
Eloqua Field Types

Custom Objects
Field Types:
Date
50 fields per custom object (recommended)
Numeric
250 characters per text field
Text
4,000 characters per large text field
Single Select*
Numeric fields support up to 4 decimals
Check box (Boolean)
Number fields support integers only
Multi-Select*
There is no multi-select field; use large text
Contact and Account limits
to store data of this type
250 custom fields per record type

100 characters per text fields
1,000 characters per multi-select field
*Failure to maintain consistency between forms, Eloqua, and

CRM will result in integration failures.
32,000 long text area
Integration Terminology
Inbound Synchronization
Specifies the field mapping, actions, and schedule
Specifies the action, CRM entity, and fields
Specifies the data source, format, and priority
10
Inbound Synchronization: Auto Synchs
Auto Synch
Inbound data from CRM to Eloqua
External Call: Retrieve Data
11
CRM to Eloqua: Auto Synchs
12
Two types of data priority:
13
A closer look.
14
Which one wins?

CRM Lead:
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
CRM Contact:
================================================
Final Eloqua Contact Record:
15
Email
First Name
Last Name
Company
Address
Job Title
bob@email.com
Robert
Smith
ACME
456 Any St.

Seattle, WA
Marketing
Director
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-byfield 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.
16
Which one wins?

Duplicate CRM Leads:
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
================================================
Final Eloqua Contact Record:
17
Email
First Name
Last Name
Company
Address
Job Title
bob@email.com
Robert
Smith
Company A
456 Any St.

Vancouver, WA
Marketing
Director
18
Eloqua to CRM
Data Flow
19
Lead Management
Options
Solution depends on your team structure and method of reporting.

Options*:
Create Unique/Hybrid
Point of Interest
*varies slightly between native CRM integrations
20
Create Unique
Contacts
m
co
.
le
ac
r
o
@
e
o
.d
com
n
h
acle.
r
o
o
@
J
doe
John.
Lead 1
Contact is
associated to Last
Campaign
Contacts
(email)
Contact ID
Lead ID
Last
Campaign
CRM
21
Point of Interest
Form Submit
Creates a
New Lead
e@
o
.d
l
ac
r
o
m
co
.
e
Contacts
.com
e
l
n
c
h
ora
Jo
e@
o
d
.
Lead 1
John
John.doe@ora
cle.com
Jo
hn
.d
Contacts
Lead 2
oe
(email)
@
or
Contact ID
ac
le
Lead ID
.c
om
Contact can be
associated to
Multiple Campaigns
Campaign 1
Campaign 2
Each Lead is Associated to a
Campaign
Lead 3
CRM
22
Campaign 3
Associate Leads & Contacts to a Campaign

CRM Campaign ID is
used in marketing
Campaign for forms &
list uploads
Create a campaign in CRM
Create Activity for Campaign (Create

Unique) OR
Create New Lead (Point of Interest)
Update Campaign History for
Contact
23
Business Logic
& Field Mapping
Eloqua Contacts
Name: Mitch
Email: mitch@ab.com
Job: Architect
Campaign ID: 01234567a2
Contact records updated
Integration Terminology
Outbound Synchronization
Triggers an Internal Event
Triggers External Calls in sequential order
Specifies the action, CRM entity, and fields
24
Outbound Synchronization: Program Builder

Internal Event: Custom Contact
Outbound data from Eloqua to CRM
External Call: Create/Update Data
Use Program Builder to PUSH data from Eloqua to CRM

Internal Events mapped to External Calls
25
Create Lead
Update Lead
Update Contact
Associate Lead with Campaign
Associate Contact with Campaign
Outbound: CRM Update Program
26
Outbound Synchronization: Internal Events

Internal Event: Activity
Outbound data from Eloqua to CRM
External Call: Send Data
27
Not all Internal Events are created equal
28
Web Links
Eloquas seamless integration with CRM allows for

one-click access to advanced lead generation,
qualification and activity monitoring
capabilities.
29
Activity History
Eloqua Activities logged:
30
Email Bounceback
Email Click Through
Email Opens
Email Sends
Form Submits
Website Visit
CRM Integration
Best Practices
31
Best Practice Email Opt Out

Best Practice:
Result:
Contact unsubscribed in
Eloqua and CRM field
updated by Eloqua
This option triggers instant un-subscription

from Eloqua
Not Recommended:
Using the Never Email field will update
unsubscribe in Eloqua in the next autosynch
32
Tracking Lead Source in Eloqua

CRM
Lead Source
Most Recent
Updated if Lead
Source Original is
blank
Lead Source is populated

upon entry point (form
submission or list upload)
Opportunity
Lead
The original and most recent lead
source gets credited when converting a
lead into an opportunity
Lead Source Original
This is a recommended action and requires the creation of an additional field on your leads (contacts) in CRM.
33
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
34
Closed Loop Reporting

Available for Salesforce and MS-CRM 2011
Complete integration enables Eloquas ROI reports in Insight
35
Campaign Creation Workflow

User Adds Marketing and
Reporting Assets
An Internal Event is Generated and

a Campaign is created in CRM in
5-10 minutes after Initial Campaign
Save in Eloqua
User Creates Campaign in Eloqua
If Campaign is modified in
CRM, updated campaign
fields are updated in Eloqua in
the next Auto-Synch
36
CRM
CRM
Tracking Campaign Responses in Eloqua

CRM
CRM
Contact submits an Eloqua
Form
Form must be a Reporting

Asset in Eloqua Campaign
Or List uploaded as
External Activities
Contacts
(email)
Form
Contact and/or Lead
becomes a
campaign member
in CRM Campaign
Response Rule
Form Submission must be
configured as a Response
Rule
Eloqua Closed-Loop Reports

Contact is now Campaign Responder
37
2013 Eloqua, Inc. All Rights Reserved
CRM Integration
Program
Note: Campaign
Member Association is
from Eloqua to
CRMONLY
Quick Fire Tips & Tricks
38
Tips and Tricks
39
1.
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 youre 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
2013 Eloqua, Inc. All Rights Reserved
Recommended Resources
CRM-Specific Resources:
Getting Comfy with your CRM Integration
CRM Integration: Error Guide
CRM Integration: Status & Reporting
40
Questions?
Melissa Kowalchuk Senior Consultant, Eloqua Expert Team
Topliners.com/people/MelissaKowalchuk
@MelissaMK
41
Linkedin.com/in/MelissaMK
42

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Eloqua CRM Integration

Copyright 2013, Oracle and/or its affiliates. All rights reserved.

Copyright 2013, Oracle and/or its affiliates. All rights reserved.

Eloqua Marketing Platform

Copyright 2013, Oracle and/or its affiliates. All rights reserved.

through web links or Eloqua Profiler

Copyright 2013, Oracle and/or its affiliates. All rights reserved.

Integration Data Flow

Other CRM Input

Copyright 2013, Oracle and/or its affiliates. All rights reserved.

Copyright 2013, Oracle and/or its affiliates. All rights reserved.

Eloqua Field Types

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

Check box (Boolean)

Number fields support integers only

There is no multi-select field; use large text

Contact and Account limits

to store data of this type

250 custom fields per record type

*Failure to maintain consistency between forms, Eloqua, and

32,000 long text area

Copyright 2013, Oracle and/or its affiliates. All rights reserved.

Specifies the field mapping, actions, and schedule

Specifies the action, CRM entity, and fields

Specifies the data source, format, and priority

Copyright 2013, Oracle and/or its affiliates. All rights reserved.

Inbound Synchronization: Auto Synchs

Copyright 2013, Oracle and/or its affiliates. All rights reserved.

CRM to Eloqua: Auto Synchs

Copyright 2013, Oracle and/or its affiliates. All rights reserved.

Two types of data priority:

Copyright 2013, Oracle and/or its affiliates. All rights reserved.

Copyright 2013, Oracle and/or its affiliates. All rights reserved.

Which one wins?

123 Any St.

456 Any St.

456 Any St.

Copyright 2013, Oracle and/or its affiliates. All rights reserved.

Duplicate Handling of Inbound Records

Eloqua at the same time, duplicates are merged into a single,

lowercase is higher than uppercase

We strongly recommend that you remove duplicates prior to integrating

with Eloqua. We do not maintain historical duplicate data.

Copyright 2013, Oracle and/or its affiliates. All rights reserved.

Which one wins?

123 Any St.

456 Any St.

456 Any St.

Copyright 2013, Oracle and/or its affiliates. All rights reserved.

Copyright 2013, Oracle and/or its affiliates. All rights reserved.

Copyright 2013, Oracle and/or its affiliates. All rights reserved.

Solution depends on your team structure and method of reporting.

*varies slightly between native CRM integrations

Copyright 2013, Oracle and/or its affiliates. All rights reserved.

Copyright 2013, Oracle and/or its affiliates. All rights reserved.

Copyright 2013, Oracle and/or its affiliates. All rights reserved.

Associate Leads & Contacts to a Campaign

Create a campaign in CRM

Create Activity for Campaign (Create

Copyright 2013, Oracle and/or its affiliates. All rights reserved.