The increasing focus on building inspiring digital experiences is also driving an increasing demand for a seamless connection to the sales experience to continue the conversation.

Building a two way connection where Sales know what has been happening online, and Marketers can adapt to what has been happening through Sales, is imperative. Eloqua lead scoring can act as a powerful catalyst in this change management process, and help you to align your sales and marketing.

The key steps in developing a successful lead score model are:

1

Define the single objective for the score

Whilst often called lead score models, scoring models can in fact be used in many ways. For example, to identify clients at risk of attrition, measure the effectiveness of onboarding, or to focus on a specific set of high value customers. The most important part of setting up a successful lead score is defining the single objective for your score.

2

Get your key stakeholders together

If there are multiple stakeholders involved in defining or using your score, they will need to be involved in the process. This will increase buy-in and ensure that your score is mutually defined and beneficial, not something imposed on them by a different part of the business.

3

Agree and weight your profile attributes

The next step is to agree on the profile attributes (for which you have the data) that are ideal for your purpose. For example, what are the profile attributes of an ideal lead or a highly at risk customer? The goal is to more accurately identify contacts that align with your single objective as you gather more profile data. 

4

Agree and weight your engagement attributes

The engagement component of your score is used to understand how someone would ideally be digitally engaging as defined by your purpose. For a new lead – what emails would they be engaging with? What forms might they submit? What pages on the website would they be reviewing and how frequently and recently?

5

Build your score

You are now in a position to define your Beta or test score. Once this has been defined and built in Eloqua, it will automatically be applied to all your contacts. From there you can quickly assess how well the attributes and weightings you applied are successfully differentiating against your purpose, and refine if necessary.

Summary

Your new and agreed score can now be used to improve your CX processes. The score  may be pushed into the CRM to enable prioritisation or alerts for Sales. Or you can use existing data points, such as renewal date and score, to provide personalised, relevant and timely renewal communications.

Building a score in Eloqua is  easy, but an agreed purpose and measurement will ensure you have shared objectives and outcomes, which in turn will help you to deliver a better customer experience.

Deliver the right leads to sales at the right time.

As more companies begin to understand the need for a clear Customer Experience (CX) strategy, lead scoring is one way to gain the insight needed to better manage prospect and customer engagement.

Lead Scoring empowers the Marketing team to nurture prospects with personlised campaigns then deliver marketing qualified leads to the sales team.

This means the sales team can focus on the right prospects at the right time and avoid endless phone calls from extensive lists of people who are no more than names i.e. they have no relationship with Marketing Cube. This workshop walks your team through a defined process to build a basic Eloqua lead scoring model.

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I’d love to hear from you. If you have any insights you would like to share on this topic, or any questions, please get in touch.