Anthony Ilukwe manages integration projects at LookBookHQ and led the implementation of our Eloqua integration. In this post, he presents an overview of the LookBook-Eloqua integration; as well as the fundamentals of using LookBooks to amplify your Eloqua machine.
Introducing LookBooks for Eloqua – the Cookies & Milk of Marketing!
LookBookHQ is very proud to announce the LookBook App for Eloqua, which you can access via the Eloqua AppCloud.
Our LookBook App is very closely integrated with Eloqua, allowing you to:
• Drag and drop LookBooks into Eloqua emails and landing pages.
• Get “beyond the click” data on how each unique person engaged with your LookBook, as well as their engagement with each piece of content (Tile) in your LookBook (e.g. how long did they spend reading, what did they find useful?).
• Leverage this “beyond the click” engagement data by incorporating it into your lead nurturing programs and workflows; auto-feeding the data into Eloqua components such as: lead scoring, filtering/segmentation, reports, rule models, and CRM integration.
• Use the engagement data to inform your future content targeting.
Emails and Landing Pages
You can now easily and quickly bring your Eloqua emails and landing pages to life by dragging and dropping LookBooks into your email and landing page editors and templates.
Engagement Data
Want to know what happened after you sent your LookBooks to contacts in your database? All the engagement data is fed into Custom Objects (formerly Data Card Sets), giving you a window into how long each individual contact spent with your LookBook: what pieces of your story did Bob Smith read and for how long, what did Bob find useful, etc.?
Getting the Most Out of Eloqua
LookBooks help you supercharge the content that fuels your Eloqua machine. As we push the LookBook granular engagement data back into Eloqua, you can use it to define and align your marketing automation strategy in a data-driven manner, improving the intelligence of your processes.
Lead Scoring
Create lead scoring models based on your contacts’ engagement with LookBooks – specific pieces of content and / or in aggregate.
Filtering & Segmentation
Filter and segment your contacts into lists and buckets based on their engagement with LookBooks so that you can better organize and target future content based on their engagement with past content. Give them the content that you know they need and want and will actually read.
Insight Reports
You can produce reports using the data in your LookBook Custom Objects in Eloqua Insight. You can configure reports, dashboards, and filters based on your LookBook engagement data.
Data Tools: Rule Models
Leverage Eloqua’s Data Tools to set up sophisticated rules that intelligently update data (with specific benchmarks and behaviours) within your Eloqua instance, using the engagement metrics from your LookBook Custom Objects.
Program Builder
Configure your programs based on LookBook engagement data. (For example, if Jane engaged with content X in LookBook Y, move her into Campaign Z.)
CRM Integration
Take your Eloqua-CRM (e.g. Salesforce) integration one step further by passing the LookBook engagement data (or LookBook-based lead scores) of your contacts from Eloqua into your CRM so that your sales team know exactly how their leads have engaged with the content that marketing has shared with them.
Advanced integration allows you to create integration rules and external calls that perform actions based on predefined logic.
How To Guide and Documentation
The LookBook below contains all the information you’ll need to start using LookBooks in ELoqua.
We’d like to hear from you!
Want to learn more about our LookBooks-Eloqua integration? Got questions? Get in touch with me at anthony@lookbookhq.com and let’s chat.