Uberflip + Eloqua: Turning Your Content Into A Lead Gen Machine

December 30, 2013 Hana Abaza

Marketing automation is one of the most powerful things you can integrate into your lead nurture process, and needless to say, it goes hand in hand with effective content marketing.

Thats why we’re excited to add Eloqua to our list of integrations so that we can better connect your content to your bottom line.

To help you get the most out of the Uberflip / Eloqua integration, here’s an overview of how it works as well as a few use cases outlining exactly how you can leverage the integration to generate, nurture and convert leads.

How The Eloqua / Uberflip Integration Works

The ability to connect an Uberflip CTA to an Eloqua landing page or sync a CTA to an Eloqua email list provides a seamless experience for the end user while making the process as simple as possible for marketers.

In the Uberflip application, there are 2 types of CTAs you can create:

  1. A form CTA to collect email addresses
  2. A link CTA to direct people to a site, post or landing page

When you create a form CTA, you’ll be given the option to connect it to your Eloqua account. You can do this quickly by entering your Eloqua API when prompted. That’s it – no IT required,  meaning your marketing team can add, remove and update CTAs as your offers and goals evolve.

As soon as you’ve connected your account, you’ll be given the option to link that CTA to one of your lists in Eloqua. Note that the list has to be created within Eloqua before you can connect it to a CTA.

This is where the magic happens – any lead that fills in your Uberflip CTA will have their information automatically fed into Eloqua. Why is this so powerful? There are several ways you can slice and dice the user information within Eloqua, but it boils down to this:

  1. Identify High Converting Content: Track how your audience consumes your content to learn what converts best.
  2. Score Leads Better: Content engagement metrics that let you deliver higher quality leads to your sales team.
  3. Trigger Campaigns Instantly: Send contacts captured in your Uberflip Hub directly to your marketing automation software to trigger lead nurture campaigns.

Lets take a look at a few examples of how you can use Uberflip and Eloqua together.

Example #1 – Set Up A Subscriber List

Asking people to subscribe to your blog (or Hub) allows you to grow a highly targeted list filled with people who are itching for your content. Once they’ve subscribed and the contact info has been synced with your Eloqua account, be sure to set up a follow up email thanking them for subscribing. You may also want to include a link to additional content they’ll find interesting, or depending on how qualified the person is, send them an offer for your product or service.

At this point, you can begin to track engagement data within Eloqua, including the form CTA they just filled and how they interact with your content, website or application. Here’s a great example of someone who subscribed to our Hub, was added to an email list and continued to engage with our content.

For example, I just filled out a CTA that was connected to an Eloqua account. You can see below, that the action was tracked within my contact information. The more you know about how your audience is engaging with your content (and the more tools you have to capture contact information) the greater your chances of leading them down the path of becoming a customer.

Example #2 – A CTA to Download an eBook or Whitepaper

If you’re a modern marketer who subscribes to the Uberflip / Eloqua way of doing things (focusing on content marketing and providing real value) then chances are you have existing content to generate and nurture leads. There are three ways you can give people access to your content.

1. Form CTA + Email Follow Up

Use a form CTA as a direct call to action to download a whitepaper and sync it with the Eloqua list associated to that piece of content. When someone fills out the form to receive the whitepaper, send a follow up email that allows them to download the book immediately.

2. Link CTA + Landing Page

The other option is to create a link CTA that directs people to an Eloqua landing page that has been created for this content. This is quick, easy and effective, giving you the opportunity to display a “Thank You” page after the user submits their information to download your content.

3. Success CTA (All In One Step!)

Lastly, you can also use the new Uberflip “Success” CTAs, which allow you to display the link to download as soon as the form is filled out within your own Hub. This is a less intrusive way of capturing info and provides instant gratification for the user since they receive the content right away.

Example #3 – Trigger a Campaign

Once you’ve captured the contact information you need via a form CTA (either by asking people to subscribe or enticing them to access gated content) you can trigger an email campaign as soon as the info hits your Eloqua account.

Example #4 – Lead Scoring & Audience Segmentation

In addition to creating a clear path for your audience to help transition them from visitor to lead, the Uberflip / Eloqua integration also provides you with insights into how people are consuming your content, what they find most compelling, and what type of content converts best for you.

With Uberflip, you can customize your content to become hyper targeted, displaying a call to action on specific content pieces. You’ll know exactly which piece of content caught the attention of your audience, allowing you to better customize your lead nurturing emails.

As we gain more insights into the types of content people are engaging with, lead scoring within Eloqua can be refined based on what’s working. This allows you to send more qualified leads to your sales team and make better decisions as you plan out your content marketing strategy.

Interested in using Uberflip & Eloqua together? Request a demo today and we’ll get you started.

About the Author

As Director of Marketing, Hana focuses on creating an incredible brand experience while combining it with a metrics driven approach, allowing Uberflip to truly understand its customer's needs.

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