ELOQUA LEAD SCORING
A lead score is an objective ranking of one sales lead against another. Using a combined Profile score and Engagement score, lead scoring helps marketing and sales identify where a prospect is in the buying process, and can help determine the right follow-up action.
Once activated, Eloqua automatically scores all contacts in the database and contacts are rescored every 24 hours. You can use lead scores in segmentation for emails and campaigns, to export for digital marketing campaigns, and to send to Salesforce for your sales team to prioritize prospects. Reporting dashboards are available to view your score distribution.
You can have up to 30 Lead Score Models in Eloqua at any given time.
PROFILE SCORE
The Profile score is based on factors like interests and subscriptions, location (zip codes/states), ticket purchase history, donation history, customer type, donor status, shared contact list membership, and more.
You can create multiple rules with varying weight so contacts who meet the most relevant rule get the full criteria weight, while others receive a percentage of the criteria weight.
ENGAGEMENT SCORE
The Engagement score uses email opens and clicks, webpage visits, landing page views, form submits, event attendance, etc.
Email engagement rules allow you to drill down based on any email, any email in a specific folder, or a specific email.
SCORE DISTRIBUTION AND USAGE
The Lead Score Performance Dashboard shows the distribution of contacts in your model.
The Using the Compare Lead Score filter criteria, you can create a segment of contacts who are at a specific score. This can be used for a batch email send, a multi-step campaign, to send to Salesforce, or to export for digital marketing campaigns.