FAQ | IQVIA - Marketing Operations Toolbox

I'm a new marketer/sales team member

Welcome! You've stopped at the right place. Take a moment to familiarize yourself with this website. There is a ton of great content here to help you get started. Learn about your bullseye segments, what a campaign structure looks like or how to interpret our email metrics. For your reference, here is a link to the training section

What templates do we have for emails and what are the dimensions

You can find all templates listed under Step 2 on the help page. All are designed to industry standards of 600px wide, height remains variable based on content.

Can I use custom images in my emails and what should the size be?

As long as brand has approved the image, we can add them to your outreach. After brand approval, please deliver a .png or .jpg file with a maximum of 600px wide. Popular sizes include: for header banners 600x150, for body images 200px wide and height is variable depending on the layout of the image. Please make sure that you include separate files for the images when you submit your content to the marketing automator. Also make sure that you note that brand has approved the use of your custom images when submitting your content.

I need access to salesforce or need to reactivate my account

Our team does not manage Salesforce access requests or issues. You will need to raise a VIA ticket.

I need access to Engage/Profiler

If you are a new employee you should automtically be provided access 2-3 weeks after your Salesforce access is provided. If you still need to request Engage/Profiler access you can do so by submitting this form, selecting the option for Engage/Profiler access

I need some documents hosted and links provided

Please use this form, selecting the Links for hosted documents option

I need access to google analytics

Please email Srujana Pavuluri

I need guidance on utm usage / marketing activity tracking / tagging

Please email Kristen Powell

I would like to receive the Outreach notification email

Please use this form, selecting the I have a question option and provide details in the comments box.

I have a question which is answered on this page

Please use this form, selecting the I have a question option and provide details in the comments box. We can then look to get the question added to the page if required.

How do the MQLs get assigned to relevant Sales rep once submitted?

The key fields a pipeline member looks at before starting the assignment process are campaign name, campaign content link, email address the comments section.

If the MQL is from a campaign (a non RFP/RFI submission), we will check the campaign triage instruction for assignment details provided by marketer.

If it is a RFP/RFI submission, we take a look at the content link which the MQL was submitted from (this can help us get a sense of what offering they were looking at). Then based on what comments are present in the comment section, pipeline utilizes triage documents to assign to the best suited team to conduct follow up.

If it is a general iqvia.com submission with no deep details in the comments, we assign to our Global Inside Sales representatives to conduct initial outreach, which is triaged based on company HQ location and which global rep covers that territory.

How can I follow up on the MQLs generated with Inside Sales team?

We advise you utilize the “Status”, “Call Result” and “Assigned” columns in the MQL Detail report for follow up on MQLs.

I need help investigating why this opportunity is not connected with an MQL

Please email Kristen Powell

I need a report

Did you check the reporting resource section of this toolbox? For any other reporting request, please fill out the form here and Srujana Pavuluri or Kristen Powell will be in touch.

I need an outreach or nurture report

Did you check the reporting resource section of this toolbox, specifically the Email Performance Report? Do you need an outreach report that's not listed in the reports page - contact the Marketing Automation team member who managed your outreach request.

I need benchmarks

The email benchmark report can be found in the reporting resources section of the Toolbox

I need to be added to the end of month reporting email

T Please send a request to Srujana Pavuluri

I need recommended KPIs/metrics to measure

See recommended KPIs in the measurement framework deck here

I don't understand my outreach metrics

Check this page for a glossary of terms and tips for understanding your clickthrough visualizer.

I need a custom segment

Have you checked all of our current personas/bullseyes in the Persona Deck/Segmentation Tool. If you still need a custom segment then this can be requested here or via the same link in the Segmentation Tool

I need a segment export to use for paid social targeting

Please email Kristen Powell

I need a segment count

Please email Kristen Powell

I need to be added to the end of month reporting email

T Please send a request to Srujana Pavuluri

I need to view segmentation criteria

See recommended KPIs in the measurement framework deck here

I don't understand my outreach metrics

You can see the segmentation criteria on the Segmentation Tool which can be accessed through the Toolbox

I need the persona deck

This can be accessed through the Segmentation Tool

I need to update a bullseye or persona

Please email Kristen Powell

What should I know about A/B tests?

Why should I do A/B testing?

A/B testing is a great way to figure out what your audience responds to. Test variations of your delivery to see what gets better results and apply your findings to build better campaigns.

What can I test in an A/B?

What do you want to test? Chances are we can do it. Subject lines, formatting, audience segmentation, copy, images, CTAs.

What is a bounceback?

There are two types of bounces, a hard bounceback and and soft bounceback. Soft bouncebacks are temporary delivery failures such as: mailbox full, out-of-office message, filter rejection. Soft bounces retry sending every 2 hours for a maximum of up to 48 hours. Following this 48 hour window, the contact record will appear with the soft bounce back (invalid) marking in your report.

Hard bouncebacks are permanent failures and include: address does not exist, failed authentication (SPF, DKIM, etc.), filter rejection. Eloqua does not retry for hard bounces.

For more on bouncebacks there is a deck in our training section. Information on other metrics can be found in the reporting resources page.

My email is ending up in a client's junk folder

Please tell your client that they should whitelist our domain or sender name. If they are not able to do this, please have their IT department handle this request.

Unfortunately, there is not a fix-all solution for this. Every client's filter rules are programmed differently. We are aware of this and actively keep up with best practices to avoid triggering any of these traps. Steps that we take include: maintaining and monitoring an A+ Sender Score, proper DKIM and server configuration, clean code in compliance with W3C standards, active list management and cleaning for hard bounces, not using exclamations in the subject or headline areas, avoiding low contrast colors and tiny font-sizes, avoiding common spam terms, etc.

Can I email a video or animated .gif?

We don't recommend it. While email is evolving, not every email client is the same. The big 3 email clients Google, Yahoo and Outlook, do not YET support video embeds. Until email clients catch up to basic web standards, we recommend emailing a photo of your video and linking to a landing page where your video lives.

A few more email clients will support animated gifs, however Outlook is not one of them. Instead, Outlook will only show the first frame of your animation. We still don't recommend using an animated .gif, however if you insist, it's imperative that the first frame of your animation can tell your story without a fancy animation because this is the only part of your .gif that Outlook users will see.

What templates are available to use?

Templates are visible for the different business units under Step 2 of the help guide.

Can I send you custom images to use in my email?

Of course, if brand has approved of them. Send your custom images along with brand approval to the marketing automator who is helping you with your campaign when you submit your content.

Custom images are a great way to make your message stand out, especially if it helps to tell the story. One word of caution is to avoid too many images as almost all companies who utilize Microsoft Outlook do not download images by default. Therefore your message could come across as blank if your client does not download the images.

Common image sizes in pixels are '600w x 150h' for the header image, '150w x 200h' for a thumbnail, or '550w x 400h' for a full-width body copy image. Acceptable file formats are .jpg, .png and .gif.

Do you have any tips for me while creating my email?

Of course, we are happy to consult with you when building your email campaign, just ask the Marketing Automator in charge of your campaign. In addition, we keep a running list of tips and tricks that we feel are worth sharing here.

What’s the difference between gated form and MQL form?

There is only a slight visible difference between a gated form and an MQL form and that is the inclusion of a field requesting more information about the enquiry. There are also some additional hidden fields on the MQL form which are used for generating the MQL task in Salesforce. The gated content form does not create an MQL task in Salesforce.

You should use a gated content form if you want to 'gate' your content rather than an MQL form.

We would recommend taking a 'hybrid' approach if you wish to use an MQL form on a landing page as well as offering content to access. A member of the team can help further with this.

What are the mandatory fields of the form, can we add fields to the form?

The mandatory fields are:

- First Name
- Last Name
- Company
- Job Title
- Country
- Email Address

You are able to add more fields if required but please consider that best practice is to have as few fields as possible. Plus not all data collected on the form will necssarily show in Salesforce due to field restrictions.

What is the Newsletter?

The newsletter is a monthly communication sent to marketers promoting best practices, knowledge sharing and system/process updates for our global and regional sales and marketing colleagues. You can view previous editions of the newsletter here.

I would like to receive the monthly Newsletter

You can register to receive the Monthly Newsletter here.

What is the Open Office Hours meeting?

This is a monthly meeting hosted by the Marketing Operations team on the first Wednesday of a month at 9am EST and lasts 30 minutes. The meeting will usually include an initial focus/presentation on a specific best practice/topic and then an open forum for any questions. The presentations from previous Open Office Hours can be found here.

How can I get added to the monthly Open Office Hours meeting

You can register to receive the Monthly Newsletter here.

I just ran a webinar, how can I find out my MQLs?

MQLs from a webinar are based on the answers to these 4 survey questions:

- Are you interested in receiving additional information about this webinar topic?
- Would you like to discuss solutions with an expert? MQL generating
- Do you have an RFP/RFI forthcoming in the area discussed in this webinar in the near future? MQL generating
- Please provide us with more detail of your need.

Because generating these MQLs are dependant on the field mappings of these questions and the order in which they are presented, the questions should NEVER be modified or deleted unless you are not planning on generating MQLs. If you would like to add questions, you may do so, but only after the fourth question in our surveys. MQLs will automatically populate in CRM and be reported on by the Marketing Automation reporting team by the Friday following the webinar. Then, you may log into the Smartsheet webinar calendar to see your performance.

Can I modify my survey questions?

Your webinar comes standard with 4 of our must-have survey questions that help us generate your MQLs. You can add questions after these 4 questions, but not before. It's important for you to know that these questions cannot be modified or deleted without breaking our integration for this particular webinar and losing out on your valuable MQLs.

I just finished an event/tradeshow. How do I get my contacts into the system?

Did you capture all of the needed fields from your contacts (seen in the attached worksheet highlighted in yellow)? If, and only if, you've answered yes, complete the worksheet and return it to marketing.automation@iqvia.com. One of our team members will upload your file into the system and report back on your number of net new contacts (NNCs). A few days later, you'll receive your official MQL numbers from a member of our reporting team.

Where can I get an event code?

Did you capture all of the needed fields from your contacts (seen in the attached worksheet highlighted in yellow)? If, and only if, you've answered yes, complete the worksheet and return it to marketing.automation@iqvia.com. One of our team members will upload your file into the system and report back on your number of net new contacts (NNCs). A few days later, you'll receive your official MQL numbers from a member of our reporting team.

How can I find out how many MQLs I had?

After you submit your completed worksheet (see the first FAQ), the Marketing Automation team will provide further formatting if necessary then upload your list. You will hear back from the team with Net New Contacts (NNCs) and Total Contacts collected at the event. We will follow up with MQL numbers, which usually happens once weekly on Fridays. In addition to an email with these metrics, you can check the events calendar for your numbers which will be loaded automatically by the team.