Tuesday, January 4, 2011

WebEx and Eloqua Integration - Webinars as source of Digital Body Language


Webinars are as much of a core element of most B2B marketer's day to day tactics as anything. They form a great vehicle for educating prospects on a deeper topic than might otherwise be possible, they allow a richer interaction with presenters, and they provide a great interim point to guide prospects towards that is less of a commitment than a purchase.

However, webinars generally show a wide range of attendance stats among those who register. Large percentages of people who register do not attend at all - often between 40 and 60% of registrants. Among those who do, some may drop off after 5 minutes while others may stay for the full hour. Knowing about this attendance difference is crucial in understanding how to follow up and how to score leads.

A prospect who registered but did not attend should be sent a “sorry we missed you” rather than a “thanks for attending” email, while a prospect who dropped off after only 5 minutes might respond well to a follow-up proposing a different set of topics that might be more appealing. Similarly, attendance for the majority of the webinar is indicative of very high engagement, and may be a good factor in lead scoring.

Historically, this has been difficult as this data would have to be brought in manually. Eloqua now has a cloud connector to change that – making us the first marketing automation platform with a seamless integration into WebEx. The WebEx cloud connector allows four main usage scenarios (each can be used as individual steps within a marketing automation program as you design the promotion, reminder, and follow-up campaigns around your webinars):

- Register Attendee: Registers a contact who is in that step of a program with a specific event in WebEx meeting center, training center, event center, or sales center.

- Unregister Attendee: Unregisters a contact who is in that step of a program from a specific event in WebEx meeting center, training center, event center, or sales center.

- Query Attendance: Looks at each contact in that step of the program and queries WebEx to see if they attended and for how long

- All Attendees: Automatically pulls a list of all people who attended a particular WebEx webinar and feeds them in to Eloqua as contacts and places them into a group (where of course they can be fed automatically into a program for follow-up nurturing)

To get started, you’ll need the Cloud Connector installed in your Eloqua instance. This is very easy to do, see the recent post on Cloud Connector Installation instructions for how to add a new Cloud Connector to your install. The Cloud Connector we’ll be looking at here is available on Black Starfish, our repository of interesting connectors. Go to cloudconnectors.eloqua.com and create an account. Under Communication, you'll find WebEx: Register, WebEx: Unregister, and WebEx: Query Attendance, while under Feeder, you’ll find WebEx: All Viewers – those are the connectors we’ll be working with, and the ones to install.



Once you have them installed, you can begin using them within your webinar invitation and management program. The cloud connector steps for WebEx integration can be plugged into your marketing automation program at whatever points make sense, so be sure to whiteboard what you want to have happen and use the steps accordingly.

Likely, you’ll want to use a WebEx: Register step when the buyer has indicated that they are interested in attending, perhaps by clicking a link or submitting a form.


You’ll want to run the WebEx: Query step after the event has taken place to see who attended and for how long. That data can be used to guide prospects down unique follow-up paths depending on their behavior.



Now, for each step, you’ll need to configure the Cloud Connector to do what you need. Each connector is roughly the same, but with slightly different options, but once you have one figured out the rest will be simple. For the sake of simplicity, we’ll walk through the WebEx: Query step. Choose Cloud Connector as a step type, and pick WebEx Query from the drop-down below (if you have installed the connector in your Eloqua instance as we discussed earlier). Click the Configure button to launch the configuration UI.



The connector will need to be configured with your WebEx credentials, the type of WebEx event (ie Meeting Center, Event Center, etc), and the Session ID (from the event details page in WebEx). You can also configure the Session ID to be pulled dynamically from the contact record if you're running a large number of events and want to manage this dynamically.

A final setting is where you want to store the returned information, in the contact record or in a custom data object (data card). If you're running many events, you'll want to use custom data objects to keep a full history of attendance.



With that configured and saved, move to the field mappings tab, and choose the contact fields or custom data object fields that you want to read data from or write data to.


That's all that's needed to have full integration between your WebEx webinars and your Eloqua marketing automation. You can go over to the Run Step tab to run the integration manually a few times to make sure it's all working, or just go to the Credentials tab to click "Enable Step" to enable it to run automatically.



We'd love to hear your feedback on this connector, what can be improved, and what else you need it to do.

21 comments:

Chris said...
This comment has been removed by the author.
Chris said...

Steve I can't tell you how much easier this made life for our work on the webinar series with ON24, many thanks to you and the team!

Carmen said...

So jealous. Any plans for a connector for GotoMeeting/GotoWebinar?

Brad said...

With this connector, where do the registrations take place? Through an Eloqua hosted or integrated form? Or does it take place within Webex?

Steven Woods said...

Chris, great to hear that it's helped. On24 instructions are on their way...

Carmen, I wish... unfortunately GoToWebinar does not have an API, so that's just not possible until they create one. We'll be there with a connector right away.

Brad, the marketing takes place in Eloqua (pre-event, compelling people to sign up), when a person takes an action (clicks a link, submits a form, etc) in Eloqua, the connector will then send that registration across to WebEx.

Bray said...

Live meeting coming soon perhaps?

Steven Woods said...

Bray,
good question - and yes, it's an area we're exploring. No hard timelines yet, but certainly investigating.
Steve

Brad said...

My company just switched to GoToWebinar and that's something I brought up to them the other week... their answer is that they are working quickly to bring GoToWebinar API's to market.

I saw a glimpse, I can't wait - no ETA though yet :( I'm crossing my fingers for mid-year!

Steven Woods said...

Brad,
agreed, 100%. GoToWebinar is a fairly common webinar provider among our clients, and you're not the only one looking for an integrated solution. Unfortunately, they seem to be one of the few without an API just yet, so integration is not yet viable. We'll be there with an integration once their API is viable, for sure.

Michael Wilde said...

Steven.. this looks pretty epic! 2 questions:

1. Registrations do still occur in webex, true?
2. Does the CloudConnector cost anything extra if my company is an Eloqua customer?

Steven Woods said...

Michael,
Glad you like the connectors! You can either have the person do something (form/click) in Eloqua and then use the "WebEx Register" connector to pass them across, or have them register with WebEx and then use the WebEx Feeder connector to bring all registrants back into Eloqua. Whatever workflow works best for you.

Chester said...

Steven, I got this set up and what I did was I set up a landing page with a form in Eloqua so people can sign up for the webinar. I then used the connector to register the person in Webex. Problem is it is taking 9 hours from the time the person hits submit in the form and for their name to show up in Webex. Is this normal? Or am I doing something wrong. The program I have in Eloqua is running on Priority mode so I know it is not the Program itself that's causing the delay.

Steven Woods said...

Chester,
that's definitely odd... It usually is passed over within 30 minutes. We'll have to have a look.
Steve

Stephen O said...

Nice work. Does this work for both a "Meeting" and an "Event" in WebEx? For our webinars, I think we need to use an "Event". Will this work w/ that type?

Steven Woods said...

Stephen,
yes, it works for each type of session - you specify which session type it is in the interface.

Leigh Burger said...

YES! I installed and configured WebEx Cloud Connectors for a client today. The "Register with WebEx" connector is working beautifully and the client is VERY excited. However, the "Query WebEx Attendance" connector doesn't seem to want to return any data to Eloqua? I've checked the config over several times and not sure what we're missing. Anyone run into this? Have any thoughts?

Yomi said...

When I try to use the Webex: All Viewers Query feeder I get the error message on the History tab - "Failure retrieving data from WebEx, either the event ID is not valid, or is older than 90 days"

Just to clarify, is the event ID here is referring to the Webex Session ID?

Steven Woods said...

Yomi, that is correct - the Session ID is the Event ID, Meeting ID, etc, depending on what type of WebEx session you chose to integrate with.

Will clarify that messaging on the interface soon, thanks for the feedback.

Yomi said...

Hi Steven,

Thanks for the clarification.

I'm having some problems with this connector. For the Webex: All Viewers query feeder, I have set it up to add contacts attendance to a contact group and the attendance details(minutes attended, e.t.c.) to a data card. When I run a test webinar with some dummy attendees, after the webinar ends the only contact that gets added to the contact group and has attendance details on the data card is the webinar administrator (me). It is as if I was the only one that attended, which is not the case. I have tried this quite a number of times and I get the same result everytime.

Jonathan said...

Chester,

Did you ever get yours working faster?

I am doing some testing now. We got one to work, but the other 3-4 we put through the program aren't going through the step. I haven't tested how long the one that worked took, but definitely over 30 minutes and more like 12 hours.

Thanks,
Jonathan

Steven Woods said...

For those interested, there is more detailed documentation on the overall process here: http://topliners.eloqua.com/community/do_it/blog/2011/12/21/installing-the-webex-app-from-the-appcloud