From Facebook to Salesforce to Eloqua to Salesforce

THINK of the different ways you communicate with your fans and patrons. There’s digital engagement on social media platforms, email campaigns via marketing automation, and personal outreach through our Salesforce CRM. Each channel offers an opportunity to catch the eye of your audience, but they often exist as disparate sources of data. In this blog we will set up Facebook ad forms, funnel those leads into Salesforce, and then import those leads into an Eloqua campaign that connects back to Salesforce.

Step 1: Setting Up Facebook Lead Ads

The first step in this process is setting up an ad form on Facebook. This ad form will be strategically served to your target market, allowing leads to express interest in your events by opting in for specific interests. It collects valuable information directly from Facebook, which we will then feed into Salesforce and Eloqua.

Step 2: Integrating Facebook Leads with Salesforce

After creating your Facebook ad form (but before serving it as an ad), you’ll need to connect the form to Salesforce using a tool called Lead Capture. If you’re unfamiliar with Lead Capture, it’s best to work with your Salesforce Admin for the initial setup. If you know the necessary steps, you can set up a new Lead Capture task in Salesforce to ingest the ad form leads.

Step 3: Importing Leads from Salesforce to Eloqua

With leads now flowing into Salesforce, our final step is to import these leads into Eloqua. Once in Eloqua, we can add our Facebook leads to any campaign we choose. In the attached example, the Facebook lead receives our Eloqua emails, and based on their engagement and current purchase history, we send a marketing activity back to Salesforce to identify our highly engaged accounts. From Facebook to Salesforce, to Eloqua, and back to Salesforce, we now have a fully integrated marketing effort using all tools at our disposal.

Note: This process can also work for Google ad forms. It is recommended that you work directly with your Salesforce Administrator and Marketing Automation Specialist to set-up any of these connections.