Best Practices for Quick Deployment of Lead Scoring Oracle Eloqua
Leverage Lead Scoring to systematically nurture customers with automated marketing campaigns and automatically route purchase ready customers to
sales.
Oracle Eloqua has a predictive ranking methodology called Lead Scoring to identify where a prospect is in the buying cycle. Leverage the lead scoring technology to systematically score and rank leads based on their interests, buying intentions, and campaign interactions.
You can automate the appropriate follow-up for each lead, whether that is to quickly send the lead to sales for a timely sales conversation or to nurture that lead with automated marketing campaigns.
After implementing a lead scoring model, Oracle Eloqua will continuously re-score leads over time based on a contact’s (or account’s) actions and current behaviors.
Considerations Before Implementing Lead Scoring
Start with a clear definition of what a good lead means to the marketing and sales teams. The marketing and sales teams must work together to define the:
Definition of a qualified lead
Appropriate next steps for any qualified leads in the pipeline
These definitions will be used to create your company’s unique Lead Scoring models.
Once a Lead Scoring model is created in Oracle Eloqua, your marketing team can systematically generate qualified leads, while the sales team works to close them.Target audience
Marketing Leader
Marketing Team
More kit components
Video
Do you know about Lead Scoring?
queryselectorall用法Quick link to resources
My Oracle Support (MOS)
Oracle Help Center
Eloqua Hub
Oracle University
Other Helpful Links
Supported Environments
Oracle Cloud Readiness
Eloqua System Status
Connect with Us
Topliners Eloqua Insiders
Cloud Customer Connect for CX
Pre-planning Checklist
☐Set up a Qualification and CRM Routing Process First
If you are new to Eloqua or you do not already have a qualification process in place, set up a lead qualification and CRM routing process first. Lead scoring should come after this step. See CRM Integration for more information.
☐Standardize Fields and Ensure Field Normalization Across Your Database
For lead scoring to work properly, you must make sure your field values are consistent across the database. If required, change fields with different values to show the same value.
For example, if region is one of the scoring criteria, ensure the region value is standard throughout the database and there are no variations, spelling mistakes, or abbreviations used for the same intended information (for example, United
Kingdom/UK/Great Britain). See Fields and views for more information.
Use picklists wherever possible to help standardize data. And make use of Contact Washing Machine app in programs to ensure field normalization. See implementing Contact Washing Machine App for more information.
☐Have Enough Data on Your Customers
You need enough data for each customer to rank one customer over another. Make sure you have an account and profile data collection process in place, along with multiple touchpoints for each customer to continually track engagement and new behaviors. See Creating multi-step campaigns for more information.
☐Involve Sales in The Process
Identify key stakeholders in your sales team and ask them to provide insight on their ideal customer. U
se their input to help create a lead scoring model. Use this training presentation to present to your marketing team and sales leaders.
☐Determine How Many Lead Scoring Models Are Required
Your company may have different business units, product lines, or geographies that require their own lead definitions and scoring criteria. For example, the North American team might have a different set of criteria than the European team.
Determine how many lead scoring models are needed to fit your company’s specific needs.
Support for multiple active lead score models is included in the Standard and Enterprise trims or as an add-on to the Basic package. See Multiple lead scoring models for more information.
☐Roll Out Multiple Lead Scoring Models in a Phased Approach
If your company requires multiple lead score models, plan to rollout each one in separate phases. Designate one model to be the first, set it up, and activate and optimize it. Then apply your learnings to define and implement additional lead scoring models.
How Oracle Eloqua Lead Scoring Set Up Works
At a high level, there are six steps to configure a new lead scoring model in Oracle Eloqua.
1.Define your lead score model.
2.Define the profile scoring criteria.
3.Define the profile value rules and weighting.
4.Define the engagement scoring criteria.
5.Define the engagement recency and frequency.
6.Configure your thresholds.
7.Activate in Oracle Eloqua.
Before you create your lead scoring model in Oracle Eloqua, define your profile criteria, rules, weightings, and engagement frequencies that fit your company’s specific needs. Be sure to work with your sales team for this process.
1.Define your Lead Scoring Model
Effective lead scoring combines prospect demographic and behavioral data to prioritize and route leads. Lead scores in Oracle Eloqua will include a combination of profile and engagement criteria. For more information, see How Oracle Eloqua Evaluates Leads.
☐Download the Lead Scoring Matrix Workbook
Leverage the Lead Scoring Matrix Workbook to guide you through the planning process. The matrix workbook will help you map out your lead scoring model and define your specific lead scoring criteria. See Lead Scoring Matrix to download the workbook.
2.Define the Profile Scoring Criteria
Profile Criteria is explicit data about your lead, such as title, industry, or company revenue. This type of demographic data helps to identify the prospect and the prospect's fit.
Based on the profile criteria, the lead is given a profile score of:
A
B
C
D
A represents the best fit and D represents a poor fit.
☐List Your Profile Criteria Attributes
Use the Lead Scoring Matrix Workbook to list the profile criteria attributes that matter most to your company. See
Configuring profile criteria for more information.
☐Start Out with Five or Less Categories for Profile Criteria
It is recommended to start out with no more than five categories for the profile criteria. This keeps your matrix and lead scoring model simpler in the beginning. You can always add more categories and/or additional models in the future. See this Lead Scoring Training Course from Oracle University for more information.
☐Ensure Close to 100% Field Completeness for The Field Chosen in The Criteria
It is recommended to specify values for the fields chosen as the criteria for each contact in your database. Incomplete
fields for contacts can cause incorrect scoring. Create campaigns specifically to gather profile data for every lead.
3.Define the Profile Values and Weighting
Along with defining the categories of leads that fit your organization, you will assign points and weights to each profile value to define the lead score.
☐Use the Lead Scoring Matrix Workbook to prioritize the profile criteria attributes that matter the most to your company.
See Configuring profile criteria for more information.
☐Do Not Score On Open-Text Fields
Field standardization ensures no mismatch between the contact field value and the value against which it is matched and measured. Using open-text fields means that it can hold a nonstandardized value or even one with a typing error, for example, matching US (in open text field) against Unites States of America (in lead scoring criterion).
4.Define the Engagement Scoring Criteria
Engagement Criteria is implicit data, such as visits to your website and responsiveness to emails. This type of data helps to determine a lead's online behavior and indicates how interested the lead is.
Based on the engagement criteria, the lead is given an engagement score of:
1
2
3
4
1 represents the most suitable and 4 represents the least suitable.
See Configuring engagement data for more information.
5.Define the engagement recency and frequency
Along with defining the types of engagements that matter most to your organization, you will assign frequency and timeframes to each engagement category to define the lead score.
6.Configure your thresholds
Oracle Eloqua will evaluate a lead against the profile and engagement criteria. It will then combine the profile score and the engagement score to assign a lead score.
A1 represents the most qualified lead and D4 represents the least qualified.
You will configure the thresholds used to determine the profile score (A, B, C, or D) and engagement score (1, 2, 3, or 4).
See Configuring thresholds for more information.

版权声明：本站内容均来自互联网，仅供演示用，请勿用于商业和其他非法用途。如果侵犯了您的权益请与我们联系QQ:729038198，我们将在24小时内删除。