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Progressive Profiling, Use Cases and Implementation
- 1. PROGRESSIVE PROFILING Carol Mendenhall & Erin Rowles 29 March 2016
- 2. About Thomson Reuters Thomson Reuters Confidential - Internal Use Only 2 Financial & Risk Legal Tax & Accounting Intellectual Property & Science We are trusted for the decisions that matter most, empowering customers to act with confidence in a complex world.
- 3. Form Optimization Thomson Reuters Confidential - Internal Use Only 3 • Use forms more effectively to learn about our buyers • Standardize forms across all lines of business • Implement methods to track metrics and improvements Anonymous Traffic Identification Progressive Profiling
- 4. What is Progressive Profiling? Thomson Reuters Confidential - Internal Use Only 4 Progressive profiling is the Modern Marketers version of the classic game GUESS WHO?
- 5. Why Use Progressive Profiling? Thomson Reuters Confidential - Internal Use Only 5 • Shorter forms (3-5 fields) = higher conversion rates • Provide a better customer experience • Gain insight into buyer personas • Help sales customize their approach to buyers Email address Company Current solution Timeframe to buy Title Primary challenge Phone number
- 6. WHERE TO START Progressive Profiling in Oracle Eloqua 6
- 7. Hash it Out Thomson Reuters Confidential - Internal Use Only 7 • Valuable Info • Contact • Company • Interest-based • Lead Scoring • Required for CRM • Erase • Not appropriate on form • Lie-likely • Sort • Group Sales & Marketing Alignment
- 8. Define User Experience Thomson Reuters Confidential - Internal Use Only 8 What happens if… • Visitor is not found? • Prepopulated info is not theirs? • All fields have values? • Form errors out?
- 9. IMPLEMENTATION OPTIONS Progressive Profiling in Oracle Eloqua 9
- 10. Option 1: Custom Coding Thomson Reuters Confidential - Internal Use Only 10 Use native field lookups and custom javascript to show/hide form fields based on set rules.
- 11. Option 1: Custom Coding Thomson Reuters Confidential - Internal Use Only 11 CONSIDERATIONS • Can be applied to WYSIWYG or HTML editor or externally • Allows for lots of rules, controls & complexity • Use any object fields (Account, Contact, Custom Object) • Not dependent on an app (user management, API updates) • Cookie dependent • $ if using 3rd party
- 12. Option 2: Cloud Component Thomson Reuters Confidential - Internal Use Only 12 Enable and use Landing Page cloud component app.
- 13. Option 2: Cloud Component Thomson Reuters Confidential - Internal Use Only 13 CONSIDERATIONS • Easy editor, no coding required • Can be applied to WYSIWYG or HTML editor, not externally • Simple to complex rules + experiences • Contact Fields & Query Strings only • CSS styling included • Dependent on an app (user management, API updates) • Cookie dependent • Free but being deprecated
- 14. Option 3: Form Component Thomson Reuters Confidential - Internal Use Only 14 (New) form component that allows for configuring right within form setup.
- 15. Option 3: Form Component Thomson Reuters Confidential - Internal Use Only 15 CONSIDERATIONS • Easy editor, no coding required • Can be applied to WYSIWYG or HTML editor, not externally • Simple rules • Have to come from an Eloqua email to work • Allows for Account, Contact, Query String and CDO fields • No additional logins, built into the UI • Free, built into UI
- 16. QUESTIONS Thomson Reuters Confidential - Internal Use Only 16 Carol Mendenhall carol.mendenhall@thomsonreuters.com 651-687-4896 Erin Rowles erin.rowles@relationshipone.com 763-515-4910