Global Eloqua Training Session 7- Lead Management May 3

Agenda Lead Management Lead scoring model Profile score concept vs engagement score concept Profile score set up Engagement score set up Rules set up Settings and activating of the lead scoring model Lead scoring reporting Best practices AMERICAS Leads management & Sync to SFDC

Lead scoring

Profile score concept vs Engagement score concept Lead scoring model can be found and built under Audience > Lead Scoring tab Lead scoring model aim: qualify leads based on demographic and behavioural characteristics to identify prospects which are better fit than others Lead scoring model is based on two dimensions: Profile score and Engagement score The combination score is a letter (for the profile score) and a number (representing the engagement score) Profile score Engagement score Explicit Profile score based on the demographic or profile data of my contacts I give more importance to (Industry, job title, country…) The engagement score is expressed by a letter from A to D Reflects the interaction the contact have with your communications and their level of interest: Open emails, fill forms, visit specific webpages… and which interaction I give more importance to or I consider more value for The engagement score is expressed by a number from 1 to 4

See the score of my contacts Under audience > Contact tab. When double clicking on a specific contact and then on “launch profiler”. The lead score appears next to the contact name at the top left corner in colour. By clicking on the score, you can see other score for other lead scoring model the contact is part of.

Profile score The total of your criteria percentages should be 100% and the remaining percentage appearing at the right bottom corner should be 0%, appearing in green Criteria you can consider to build the profile score of your lead scoring model: ALL the contact fields you can find in Eloqua.

Engagement Score The total of your criteria percentages should be 100% and the remaining percentage appearing at the right bottom corner should be 0%, appearing in green Actions you can evaluate/look at for the measure an Engagement score: Submit a form Open/click an email Visit a Landing page or specific website Respond to a campaign Visit page tags or page tag groups

Set up rules For both profile and engagement score, you need to set up rules for each criteria by double clicking on the criteria you want to set up the rule for. You can set up several rules for each criteria

Lead scoring model activation Once your model is done and saved, you can click on the double arrow next to save button and select activate. The below window comes up with 2 options Score all contacts Score new contacts and existing contacts with activity since last deactivation

Lead scoring reporting You can find the lead scoring model dashboard under Audience> lead scoring > Reporting and Dashboard

Lead scoring model best practices Work closely with your sales team to find your ideal profile of leads Don’t make assumption, use the data and sales feedback to re-evaluate them constantly Initially keep your criteria simple and broad and narrow down after Use customer data to build a prospect profile Test, evaluate and optimize Evaluate it at least quarterly, at the most monthly

Leads management & Sync to SFDC

Leads management & Sync to SFDC Meghan’s demo

Tools & Resources

Resources Resources already available Digital guidelines (http://digitalguidelines.intlsos.com/eloqua) Video talk show Modern Mark Episodes Training recordings and slides Blog articles Resources (campaign guide available for now, complete version coming soon) FAQs Oracle Help centre (http://docs.oracle.com/cloud/latest/marketingcs_gs/OMCAA/) Oracle community (https://community.oracle.com/community/topliners/)

In case I haven’t found the answer in the resources available Who to ask? In case I haven’t found the answer in the resources available General/Generic questions (How do I do that?, Can I do that? What does that mean?...) Modern Mark modern.mark@internationalsos.com Your Regional colleagues: share your experience with them User issue such access, password reset or permissions Regional Eloqueen or EloKing: Emilie Dumas Meghan Carney Syazlina Hanniff Michael Volpi Critical technical /system issue Your group Marketing gurus: Assma, Amélie & Carmelo