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Luminary Tenets > Eloqua 10: Lead Scoring > Flashcards

Eloqua 10: Lead Scoring Flashcards

1
Q

Define lead scoring.

A

The predictive ranking of one inbound response versus another.

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2
Q

Lead scoring is a process to identify where a prospect is in the ________.

A

buying process

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3
Q

Lead scoring is a process that enables better _______ within an organization.

A

resource alignment.

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4
Q

Lead scoring improves alignment between __________

A

sales and marketing teams.

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5
Q

Lead scoring helps ensure prompt follow-up with ______

A

priority leads.

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6
Q

Lead scoring prioritizes leads according to __________ and buyer readiness.

A

revenue potential

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7
Q

Lead scoring prioritizes leads according to revenue potential and __________.

A

buyer readiness

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8
Q

Studies show that best in class organizations use lead scoring to better manage their

A

funnel

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9
Q

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?

A

Best-in-class increased by 35%, all others increased by 22%.

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10
Q

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?

A

Best-in-class increased by 32%, all others increased by 21%.

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11
Q

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?

A

Best-in-class increased by 31%, all others increased by 21%.

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12
Q

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?

A

Best-in-class increased by 30%, all others increased by 15%.

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13
Q

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?

A

Best-in-class increased by 28%, all others increased by 19%.

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14
Q

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?

A

Best-in-class increased by 27%, all others increased by 20%.

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15
Q

According to the Aberdeen Group, with lead scoring, what happened to the pipeline thickness for best-in-class businesses? What about for all others?

A

Best-in-class increased by 27%, all others increased by 12%.

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16
Q

Key performance metrics are noticeably ______ for companies that implement lead scoring.

A

higher

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17
Q

When should a lead be scored?

A

Every time they raise their hand.

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18
Q

What are four activities that constitute hand raises?

A

Form submissions, event attendance, offline activity such as a sales phone call, or significant web activity.

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19
Q

How often does Eloqua re-score leads?

A

Every 24 hours.

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20
Q

When in the funnel does lead scoring occur?

A

From the time a lead enters your database to the time the lead is passed to sales as an MQL.

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21
Q

Sales people are a high cost resource and need to be aligned only with….

A

high priority leads.

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22
Q

The lead scoring process promotes a shared definition, between marketing and sales, of what constitutes a….

A

high quality lead.

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23
Q

In order to be successful, sales and marketing need to have…

A

one view of the truth.

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24
Q

Sales needs to act fast. Action in the first 1 to 2 hours can yield what increase in qualification effectiveness?

A

Over 50% qualification effectiveness.

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25
Q

The optimal response time to a lead is …

A

in the first 20 minutes

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26
Q

The probability of conversion degrades to 0% within…

A

24 hours.

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27
Q

Lead scoring helps ensure that the best leads are…

A

followed up on immediately.

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28
Q

Two aspects to the lead scoring model are _______ Criteria and _______ Criteria.

A

Profile Criteria and Engagement Criteria.

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29
Q

“The type of lead that has bought from your company before” is what kind of criteria?

A

Profile Criteria.

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30
Q

“A lead who shows buyer behavior and interest, and wants to do business with you” is what kind of criteria?

A

Engagement Criteria.

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31
Q

Can an organization have more than one lead scoring model?

A

Yes.

32
Q

A ___________ captures the lead score per model.

A

unique lead score field.

33
Q

Do lead score fields count toward your overall contact field limit?

A

No.

34
Q

Can filters query, segment, and report on lead score fields?

A

Yes.

35
Q

What Eloqua license level do you need to activate more than one lead scoring model concurrently?

A

Team and Enterprise

36
Q

Can lead score fields be integrated with CRM systems?

A

Yes.

37
Q

What is a good analogy for weighting criteria in lead scoring?

A

Grading students.

38
Q

For a profile score, best practice is to select how many fields?

A

No more than 5

39
Q

Defining profile criteria for lead scoring has three steps: (1) ______, (2) rank importance, (3) determine percent weighting of importance.

A

define criteria

40
Q

Defining profile criteria for lead scoring has three steps: (1) define criteria, (2) ________, (3) determine percent weighting of importance.

A

rank importance

41
Q

Defining profile criteria for lead scoring has three steps: (1) define criteria, (2) rank importance, (3) _______.

A

determine percent weighting of importance

42
Q

Where do you configure Lead Scoring in Eloqua?

A

Contacts > Lead Scoring > Lead Scoring Launchpad

43
Q

Does Eloqua provide a prescribed approach to tracking the engagement level of leads?

A

Yes.

44
Q

Can you change the configuration of engagement criteria?

A

Yes.

45
Q

A profile score of A equals

A

A = Target Fit

46
Q

A profile score of B equals

A

B = Potential Fit

47
Q

A profile score of C equals

A

C = Not enough information

48
Q

A profile score of D equals

A

D = Not a fit

49
Q

An engagement score of 1 equals

A

1 = Showing Buyer Interest

50
Q

An engagement score of 2 equals

A

2 = Showing Some Interest

51
Q

An engagement score of 3 equals

A

3 = Low Engagement

52
Q

An engagement score of 4 equals

A

4 = Inadequate engagement

53
Q

After configuring profile criteria and engagement criteria, you need to determine: _____

A

Thresholds

54
Q

Segmentation based on lead score: An A4 who is the right prospect but shows no interest may need what kind of marketing action?

A

Priority, but may need specific “why now” messaging.

55
Q

Segmentation based on lead score: A B1 who is a good fit and very interested may need what kind of marketing action?

A

Send to sales queue for follow-up.

56
Q

Segmentation based on lead score: A C1 who is not the ideal prospect but very interested may need what kind of marketing action?

A

Will they ever be a good fit? Continue to nurture.

57
Q

Segmentation based on lead score: A D4 who is the wrong fit and shows no interest may need what kind of marketing action?

A

Fulfill request and segment out.

58
Q

Based on Eloqua’s research, you can expect the majority of your leads to score __________ and be in need of _______

A

score low and be in need of nurturing.

59
Q

Based on Eloqua’s research, what percentage of customers have a perfect lead in their database?

A

Less than 50%.

60
Q

Are lead score fields contact data?

A

No, they are meta data.

61
Q

Can you filter on lead score fields?

A

Yes.

62
Q

A lead score field is created automatically for each _______

A

lead scoring model.

63
Q

The _________ captures the distribution of lead scores within the database.

A

Lead Score Dashboard in Insight.

64
Q

To locate the Lead Score Dashboard,

A

navigate to Eloqua Insight and open the Contact folder.

65
Q

In integrating lead scores with CRM, each lead score field must be mapped in the ________

A

external call.

66
Q

Contacts need to be added to the _______ to push their scores into the CRM.

A

CRM update program.

67
Q

As a best practice, contacts should be manually added to the CRM update program via a _______

A

form processing step.

68
Q

As a best practice, contacts should be manually added to the CRM update program after a _________

A

contact list upload.

69
Q

External call mapping is done by what kind of Eloqua user?

A

An administrative user.

70
Q

To set up the external call mapping of your lead score fields….

A

Setup > Database Integration option

71
Q

Are the steps for integration the same with any of Eloqua’s native CRM’s?

A

Yes.

72
Q

Eloqua’s native CRM’s are

A

Salesforce, MSCRM, and Oracle On Demand.

73
Q

The lead score field per model must be mapped to CRM via the outbound tab, in the following calls:

A

(1) Update Contact, (2) Create Lead, (3) Update Lead

74
Q

In setting up lead scoring, it’s important to do what with sales?

A

Define criteria and set business rules.

75
Q

Integrating with CRM does what 2 things?

A

(1) provides visibility (2) supports sales call prioritization

76
Q

To successfully launch, what kind of approach should you take with the sales team?

A

A phased approach.

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