Eloqua Connector & Field Glossary

BrightTALK's Connectors sync data from your BrightTALK Channel(s) and Campaign(s) in order to allow you to track the different activities individual leads have taken.

DO: Utilize these data points to strategically follow up to your leads with personalized, tailored messaging in order to continue pushing prospects down the funnel. 
DON’T: Get so narrowly focused on specific lead activities that you limit outreach to potential prospects or build overly complex outreach strategies, as ANY activity with your channel/campaign makes a lead worth following up on. 

Prospect demographic fields such as first/last name, company name, job title/function, industry etc. allow you to craft messaging personalized to the individual user, with personalized greetings and messaging that speaks to their company, role, and unique challenges posed by their industry. All outreach – whether email, social, or calls – should utilize these data points. 

When it comes to strategically segmenting your lists, webinar activity is a valuable data point to utilize. For on-demand and live viewers of your webinars (both of which are equally valuable and can receive the same outreach), you can thank them for attending your webinar and follow up with a topically targeted nurture outreach, offering additional content on related topics, as well as introducing more product-centric benefits and use cases to push users down the funnel for sales.  You can separately identify those registrants who missed the webinar to message uniquely with additional chances to view by re-sharing the link and providing any positive feedback you’ve received from viewers, followed by a similar nurture outreach cadence to push additional topically relevant content to offer more opportunities to engage, and push users down the funnel to sales. Even if they don’t view your webinar, they showed interest by registering, which makes them a valuable prospect to prioritize for outreach.   

If you have the resources to target more granularly, additional data points are available related to engagement such as questions leads have asked during webinars, or survey questions leads have answered, which can allow you to specifically tailor messaging accordingly. For example, an SDR could produce very personalized messaging that speaks to the questions raised and/or survey responses, tying in how your product/services can help address related challenges and priorities. 
 
In short, there is a wide range of steps you can take with the activity data in the Connector – from very granular outreach based on a number of unique activities, to broader outreach that simply relies on more general user activity. Choose the approach that best suits your team’s goals and capabilities but keep in mind that any activity from a user – whether they subscribe to your channel, register for a webinar, watch live or on-demand, etc. – indicates they are a valuable in-market prospect that you should prioritize for follow-up.   

 

For Eloqua users, BrightTALK suggests using the following 16 fields

Contact Record Fields : These fields should be added to your Eloqua Contact record and are synced under the "Sync Contact and Campaign Fields" accordion on the Connector "Manage" page.

Field Name Field Type Description
First Name Text A lead's first name 
Last Name  Text A lead's last name 
Email String A lead's email address
Industry Text Picklist value for the industry of the lead’s company - the values can be found HERE
BrightTALK User ID Numeric Unique code to identify each BrightTALK lead
Job Title Text A lead's Job Title- this is an open text field on the BrightTALK Registration form 
Company Name Text A lead's Company Name- this is an open text field on the BrightTALK Registration form.
Company Size Text A Picklist value for the number of employees at the lead’s company - the values can be found HERE
Country/Country ISO Code Text A picklist value for the lead's Country.  "Country" sends through the full name of the Country.  "Country ISO Code" sends through the 2-letter code for that Country.  The full list of available values can be found HERE
State/State Abbreviation Text  A picklist value for the lead's State.  "State" sends through the full name of the State while "State Abbreviation" would send through the 2-letter code for that State.  The full list of available values can be found HERE 
Zip Code   Text The zip or postal code for that lead.  Only available on US and Canada leads
City   Text The city for that lead.  Only available on US and Canada leads.
Phone String The leads original phone number ('raw') as entered by the user at account creation.
Lead Type Text The type of paid lead: Intent, Summit, Content, or Keyword

Webinar Activity Fields: These fields should be added to your "Webinar Activity" Custom Object and are synced under the "Sync Webinar Fields" accordion on the Connector "Manage" page.

Field Name Field Type Description
Webcast Title Text The title of the webcast the lead engages with.
Activity Message Text  Passes through a unique string for each webinar activity.  The output format is "Registered for [Webinar Title]", "Viewed [Webinar Title" On-Demand, or "Viewed [Webinar Title] Live"
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