In our User Group session this month, we covered how to build effective nurture campaigns using Eloqua’s campaign canvas, emphasising the strategic use of decision, evaluation, and wait steps to create personalised buyer journeys.
We introduced “Jenny,” a prospect looking to purchase a BMW, as a case study to illustrate how nurture campaigns guide prospects through their decision-making process.
Nurture campaigns serve multiple strategic purposes: delivering relevant content tailored to the buyer’s journey stage, building trust with prospects over time, prioritising qualified leads for sales teams, and personalising communications based on known data.
By their very nature, nurture campaigns are typically “always-on,” continuously listening for qualifying contacts and automatically enrolling them, distinguishing them from calendar-based or ad-hoc campaigns that operate on fixed schedules.
We demonstrate how to leverage campaign canvas decision steps to evaluate prospect behaviour and adjust their journey accordingly. Key decision steps include comparing contact fields (such as industry or primary interest), monitoring website visits, tracking email opens and clicks, and evaluating form submissions.
For more sophisticated evaluation, shared filters offer additional functionality, enabling marketers to ask complex questions, such as whether a prospect clicked at least 3 of the first 5 nurture emails within a specific timeframe, rather than being limited to single-asset evaluations.
