Optimize Campaigns For Maximum Impact With Oracle Eloqua’s Programs, Program Builder & Campaign Canvas

Automating marketing campaigns is essential to marketing success.

However, managing every aspect of your campaigns can be time-consuming and resource-draining.

That’s where you need a marketing automation platform like Oracle Eloqua to streamline your marketing campaigns and achieve desired results.

With Oracle Eloqua’s robust suite of features including Programs, Program Builder & Campaign Canvas, you can:

• Create intricate campaigns and automate their execution flawlessly.
• Deliver targeted messaging tailored to individual needs and preferences.
• Gain valuable insights and fine-tune your campaigns in real-time.

In this blog post, we’ll take a closer look at Oracle Eloqua’s Programs, Program Builder, and Campaign Canvas features, exploring how they can empower you to automate your marketing campaigns with ease, optimizing both time and resources.

What is the Difference Between Programs, Program Builder, and Campaign Canvas?

In Oracle Eloqua, a program is an automated workflow used to manage and manipulate data. It enables you to automate CRM integration, data cleansing, lead nurturing, and more.

In every program, you’ll find a mix of two key elements:

• Program Step: This element outlines an action for each contact record within the step. This is represented by green rectangular boxes within Eloqua.
• Decision Rule: Symbolized by orange diamonds, these are questions that determine qualification, requiring either a yes or no response. Contacts will follow either the affirmative or negative path based on the decision outcome.

Oracle Eloqua offers two tools for creating automated marketing campaigns: Program Builder and Campaign Canvas.

Both tools enable you to create complex workflows that automate sending emails, updating contact information, and triggering other campaigns.

However, there are key differences between the two.

Program Builder is a traditional workflow tool that uses a drag-and-drop interface to create a sequence of steps.

The efficiency of each program run mode within the program builder is influenced by both the chosen mode and the existing number of contacts in your database. As your contact database expands, the throughput is dynamically regulated.

The program offers three distinct modes:

• Priority Mode
• Standard Mode
• Bulk Mode

Campaign Canvas is a tool that uses a visual interface to create campaigns. You can create campaigns by dragging and dropping different elements onto a canvas such as email sends, wait timers, and decision points.

Here are the different types of Campaign Canvas elements available.

1. Audience: When you add an audience element to a canvas, you are identifying the contacts to include as members of the campaign. Available audience elements are segment members and Cloud Feeder.
2. Assets: When you add assets to your campaign, you are adding elements with which contacts will interact. Assets available on the campaign canvas are email, SMS, form, and landing page.
3. Decision: When you add a decision element to your campaign, you are customizing the campaign experience for contacts based on how they interact with your material.

Here’s a list of each Decision element on the campaign canvas:

• Clicked Email?
• Compare Contact Fields
• Compare Custom Object Fields
• Shared List Member?
• Shared Filter Member?
• Opened Email?
• Sent Email?
• Submitted Form?
• Visited Website?
• Audience Split
• Compare Date
• Clicked SMS?
• Replied to SMS?
• Sent SMS?
• Cloud Decision

4. Actions: When you add an Action element to a campaign, you are specifying campaign details such as where and when contacts will be redirected, or if they will be added to a certain list or campaign.

Here is a list of each Action element available on the campaign canvas:

• Add to Campaign
• Add to Program Builder
• Move to Campaign
• Add to Shared List
• Move to Program Builder
• Move to Shared List
• Wait
• Remove from Shared List
• Add to Program
• Cloud Action
• Update Rules

Campaign Canvas is easier to learn as compared to Program Builder, and is a good choice for creating simple campaigns.

However, it is not as powerful as Program Builder and cannot be used to create complex workflows.

Use-Cases for Program Builder and Campaign Canvas

Here are the use cases for Program Builder:

• Nurturing Campaigns: It is ideal for creating complex nurturing campaigns that involve multiple emails, wait times, and decision points. Program Builder enables you to tailor campaigns for each contact, based on their behavior and interests.
• Data Cleansing and Normalization: It can be used to automate data cleansing and normalization tasks such as updating contact records, removing duplicates, and formatting data.
• Lead Scoring and Qualification: Program Builder can be used to create lead-scoring models that assign points to contacts based on their actions and attributes. This helps you identify high-quality leads that are likely to convert.

Here are the use cases for Campaign Canvas:

• Simple Email Campaigns: It enables you to create simple email campaigns that involve sending a single email to a specific audience. It is easy to use and doesn’t require technical expertise.
• Welcome Campaigns: This can be used to create welcome campaigns that are triggered when new contacts are added to your database. These campaigns help you introduce new contacts to your brand and encourage them to engage with content.
• Re-Engagement Campaigns: Campaign Canvas can be used to create re-engagement campaigns that are sent to inactive contacts. These campaigns help you win back lost customers and increase your retention rate.

Leveraging Program Builder and Campaign Canvas Together

Creating a successful campaign requires more than just attracting new leads, it involves guiding them through a strategic nurturing process that leads to conversions. To achieve this, leverage the combined power of Program Builder and Campaign Canvas.

Here’s how you can utilize Program Builder and Campaign Canvas to create a campaign that effectively nurtures and converts new leads.

1. Create a Nurturing Campaign in Program Builder: The campaign should involve sending a series of emails to new leads, with each email providing them with information about your products or services. The campaign should also include wait times to ensure that leads have time to absorb the information and take action.
2. Create a Welcome Campaign in Campaign Canvas: The welcome campaign should be triggered when new contacts are added to your database. The campaign should send a personalized email to each new contact, welcoming them to your brand and inviting them to learn more about your offerings.
3. Create a Decision Point in the Program Builder Campaign: The decision point should check whether the lead has opened the welcome email from the Campaign Canvas campaign. If they have, the Program Builder campaign should send them a second email with more detailed information about your product or service. If they haven’t, the Program Builder campaign should send them a reminder email.
4. Use the Program Builder Campaign to Trigger Other Campaigns: For example, if a lead reaches a certain lead score, the Program Builder campaign can trigger a sales qualification campaign. If a lead fills out a form, the Program Builder campaign can trigger a demo request campaign.

By using Program Builder and Campaign Canvas together, you can create a comprehensive, effective, and tailored nurturing campaign.

This will help you convert more leads into customers and increase sales.

Tips for Using Program Builder and Campaign Canvas

Here are some tips for using Program Builder and Campaign Canvas together:

1. Understand the Strengths of Each Tool: Use Program Builder for complex workflows and data-driven campaigns, and Campaign Canvas for simple campaigns and visual representation.
2. Start With Campaign Canvas for Simple Campaigns: Leverage the ease-of-use provided by Campaign Canvas to quickly create basic campaigns. Then use Program Builder to add complexity and personalization.
3. Use Decision-Points to Tailor Experiences: Employ Program Builder’s decision points to adapt the campaign flow based on lead behavior, interests, or engagement levels.
4. Trigger Other Campaigns from Program Builder: Utilize Program Builder’s triggering capabilities to integrate with other campaigns, ensuring a consistent lead journey.
5. Combine Welcome Campaigns With Nurturing: Use Campaign Canvas welcome campaigns to introduce new leads. Transition to Program Builder’s nurturing campaigns for ongoing engagement.

By following these tips, you’ll be able to effectively leverage Program Builder and Campaign Canvas to create personalized, data-driven, and scalable marketing campaigns.

Wrapping Up

Oracle Eloqua stands out as a comprehensive marketing automation platform, offering a powerful suite of tools specifically designed to streamline and elevate your campaign-building process.

With its robust features such as Programs, Program Builder, and Campaign Canvas, you can create complex workflows that automate many of the tasks involved in running a marketing campaign.

Moreover, with built-in analytics and reporting tools, you can track key metrics and gain valuable insights into campaign performance to optimize your campaigns and maximize their impact.