Eloqua Review—Lead Scoring
Systemic lead scoring makes the top of the funnel more efficient by permitting marketing to organize, prioritize and nurture leads until they are forwarded to sales. Eloqua lead scoring uses what the company calls Co-Dynamic Lead Scoring—which is an aggregate of scores from past and present interactions—to rank leads according to buying interest and/or intent and deliver your most qualified prospects to sales quickly to improve conversion rates.
Lead scoring is flexible and may include implicit (demographic) data, explicit (behavioral) data, aggregate summation (number of website visits over period of time) and business rules—such as rules to cap a data scoring element (so that repeated activities don't inflate and distort score), depreciate scoring due to inactivity or reset a score to zero based on an event. Demographic lead data supplied by website visitors in forms such as company revenue or headcount can be automatically compared to third party service providers such as Hoovers or Dun & Bradstreet for improved accuracy in lead scoring. Eloqua supports multiple lead scores for the same lead and multiple contact lead scores can be tabulated to derive a company-wide score. Also, changes to a company score can trigger actions for all contact leads associated to that company. Lead scores can also be assigned relative ranking such as Hot, Warm or Cold based on score ranges or custom business rules.
Unfortunately, lead scoring cannot include customer data that may reside in the CRM system unless that data is periodically transferred to the marketing system. This could represent a challenge for customer up-sell and cross-sell or renewal campaigns which can be more accurately targeted and measured by referencing a high number of transactional data points such as purchase history, product warranty expirations or customer support activities.
Qualified leads exceeding designated threshold scores and which are considered more likely to convert to closed revenue are automatically distributed to the sales team. Along with the distribution of the lead to the CRM system and designated sales person, the marketing system can alert the salesperson with an email, create an activity for the salesperson or append a particular page view with the new lead record. The sales person receiving the lead can view the lead score and use hyperlinks to drill into the lead activity history, but cannot see how the lead score was calculated.
Lead scores are automatically updated on a regular schedule or in response to specific event updates. In addition to lead activity, lead scores can be modified by data in the CRM system if that data is transferred to the marketing system. Unqualified or cold leads can be routed or returned to lead nurturing programs until they become sales-ready.
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