1. Global Eloqua Training
Session 7- Lead Management
May 3

2. 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

3. Lead scoring

4. 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 s, 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

5. 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.

6. 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.

7. 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
Visit a Landing page or specific website
Respond to a campaign
Visit page tags or page tag groups

8. 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

9. 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

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

11. 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

12. Leads management & Sync to SFDC

13. Leads management & Sync to SFDC
Meghan’s demo

14. Tools & Resources

15. Resources Resources already available
Digital guidelines (
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 (
Oracle community (

16. 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
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