Eloqua 10: Lead Scoring Flashcards
Define lead scoring.
The predictive ranking of one inbound response versus another.
Lead scoring is a process to identify where a prospect is in the ________.
buying process
Lead scoring is a process that enables better _______ within an organization.
resource alignment.
Lead scoring improves alignment between __________
sales and marketing teams.
Lead scoring helps ensure prompt follow-up with ______
priority leads.
Lead scoring prioritizes leads according to __________ and buyer readiness.
revenue potential
Lead scoring prioritizes leads according to revenue potential and __________.
buyer readiness
Studies show that best in class organizations use lead scoring to better manage their
funnel
According to the Aberdeen Group, with lead scoring, what happened to the lead qualification rate average performance for best-in-class businesses? What about for all others?
Best-in-class increased by 35%, all others increased by 22%.
According to the Aberdeen Group, with lead scoring, what happened to the forecast accuracy average performance for best-in-class businesses? What about for all others?
Best-in-class increased by 32%, all others increased by 21%.
According to the Aberdeen Group, with lead scoring, what happened to the marketing effectiveness average performance for best-in-class businesses? What about for all others?
Best-in-class increased by 31%, all others increased by 21%.
According to the Aberdeen Group, with lead scoring, what happened to the sales effectiveness average performance for best-in-class businesses? What about for all others?
Best-in-class increased by 30%, all others increased by 15%.
According to the Aberdeen Group, with lead scoring, what happened to the lead conversion rate average performance for best-in-class businesses? What about for all others?
Best-in-class increased by 28%, all others increased by 19%.
According to the Aberdeen Group, with lead scoring, what happened to the response rate average performance for best-in-class businesses? What about for all others?
Best-in-class increased by 27%, all others increased by 20%.
According to the Aberdeen Group, with lead scoring, what happened to the pipeline thickness for best-in-class businesses? What about for all others?
Best-in-class increased by 27%, all others increased by 12%.
Key performance metrics are noticeably ______ for companies that implement lead scoring.
higher
When should a lead be scored?
Every time they raise their hand.
What are four activities that constitute hand raises?
Form submissions, event attendance, offline activity such as a sales phone call, or significant web activity.
How often does Eloqua re-score leads?
Every 24 hours.
When in the funnel does lead scoring occur?
From the time a lead enters your database to the time the lead is passed to sales as an MQL.
Sales people are a high cost resource and need to be aligned only with….
high priority leads.
The lead scoring process promotes a shared definition, between marketing and sales, of what constitutes a….
high quality lead.
In order to be successful, sales and marketing need to have…
one view of the truth.
Sales needs to act fast. Action in the first 1 to 2 hours can yield what increase in qualification effectiveness?
Over 50% qualification effectiveness.
The optimal response time to a lead is …
in the first 20 minutes
The probability of conversion degrades to 0% within…
24 hours.
Lead scoring helps ensure that the best leads are…
followed up on immediately.
Two aspects to the lead scoring model are _______ Criteria and _______ Criteria.
Profile Criteria and Engagement Criteria.
“The type of lead that has bought from your company before” is what kind of criteria?
Profile Criteria.
“A lead who shows buyer behavior and interest, and wants to do business with you” is what kind of criteria?
Engagement Criteria.
Can an organization have more than one lead scoring model?
Yes.
A ___________ captures the lead score per model.
unique lead score field.
Do lead score fields count toward your overall contact field limit?
No.
Can filters query, segment, and report on lead score fields?
Yes.
What Eloqua license level do you need to activate more than one lead scoring model concurrently?
Team and Enterprise
Can lead score fields be integrated with CRM systems?
Yes.
What is a good analogy for weighting criteria in lead scoring?
Grading students.
For a profile score, best practice is to select how many fields?
No more than 5
Defining profile criteria for lead scoring has three steps: (1) ______, (2) rank importance, (3) determine percent weighting of importance.
define criteria
Defining profile criteria for lead scoring has three steps: (1) define criteria, (2) ________, (3) determine percent weighting of importance.
rank importance
Defining profile criteria for lead scoring has three steps: (1) define criteria, (2) rank importance, (3) _______.
determine percent weighting of importance
Where do you configure Lead Scoring in Eloqua?
Contacts > Lead Scoring > Lead Scoring Launchpad
Does Eloqua provide a prescribed approach to tracking the engagement level of leads?
Yes.
Can you change the configuration of engagement criteria?
Yes.
A profile score of A equals
A = Target Fit
A profile score of B equals
B = Potential Fit
A profile score of C equals
C = Not enough information
A profile score of D equals
D = Not a fit
An engagement score of 1 equals
1 = Showing Buyer Interest
An engagement score of 2 equals
2 = Showing Some Interest
An engagement score of 3 equals
3 = Low Engagement
An engagement score of 4 equals
4 = Inadequate engagement
After configuring profile criteria and engagement criteria, you need to determine: _____
Thresholds
Segmentation based on lead score: An A4 who is the right prospect but shows no interest may need what kind of marketing action?
Priority, but may need specific “why now” messaging.
Segmentation based on lead score: A B1 who is a good fit and very interested may need what kind of marketing action?
Send to sales queue for follow-up.
Segmentation based on lead score: A C1 who is not the ideal prospect but very interested may need what kind of marketing action?
Will they ever be a good fit? Continue to nurture.
Segmentation based on lead score: A D4 who is the wrong fit and shows no interest may need what kind of marketing action?
Fulfill request and segment out.
Based on Eloqua’s research, you can expect the majority of your leads to score __________ and be in need of _______
score low and be in need of nurturing.
Based on Eloqua’s research, what percentage of customers have a perfect lead in their database?
Less than 50%.
Are lead score fields contact data?
No, they are meta data.
Can you filter on lead score fields?
Yes.
A lead score field is created automatically for each _______
lead scoring model.
The _________ captures the distribution of lead scores within the database.
Lead Score Dashboard in Insight.
To locate the Lead Score Dashboard,
navigate to Eloqua Insight and open the Contact folder.
In integrating lead scores with CRM, each lead score field must be mapped in the ________
external call.
Contacts need to be added to the _______ to push their scores into the CRM.
CRM update program.
As a best practice, contacts should be manually added to the CRM update program via a _______
form processing step.
As a best practice, contacts should be manually added to the CRM update program after a _________
contact list upload.
External call mapping is done by what kind of Eloqua user?
An administrative user.
To set up the external call mapping of your lead score fields….
Setup > Database Integration option
Are the steps for integration the same with any of Eloqua’s native CRM’s?
Yes.
Eloqua’s native CRM’s are
Salesforce, MSCRM, and Oracle On Demand.
The lead score field per model must be mapped to CRM via the outbound tab, in the following calls:
(1) Update Contact, (2) Create Lead, (3) Update Lead
In setting up lead scoring, it’s important to do what with sales?
Define criteria and set business rules.
Integrating with CRM does what 2 things?
(1) provides visibility (2) supports sales call prioritization
To successfully launch, what kind of approach should you take with the sales team?
A phased approach.
