Eloqua Best Practice – Lead Scoring

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In today’s world, customers have become more and more powerful during the buying process. It is critical for marketing and sales teams to work together to appeal to people early in the buying cycle and deliver a great customer experience for their customers when they are ready to purchase. Eloqua provides us a simple and easy qualification process to approach the right customer at the right time by automatically qualifying leads based on their demographic and behavioral characteristics that matter to your business. That is lead scoring. This article will walk you through how to begin thinking about what is important in your customer qualification, and give you the tools to know when to reach out based on the lead scoring system you create.

So, how does lead scoring work in Eloqua?
There are two dimensions about lead scoring: profile and engagement.
  • The profile score depends on the explicit data of an account such as job role, industry, revenue and so on. The profile score will help you better identify prospects that are in your target audience. Eloqua’s system will give your prospects a score of A, B, C or D. To simplify, the score will tell you if the prospect is the right fit or not, with A being the best fit.
  • The engagement score depends on the implicit data such as the people that have visited your website or opened your newsletters/emails, which determines their level of interest. Prospects are given a score that ranges from 1-4 with 1 being the highest.
Eloqua will combine these two scores together and produce a final lead score. For example: A4 or D1. Now let’s take a closer look of these scores: A4 is the right prospect to reach out to, however, the interest level is lowest. To further nurture this potential opportunity, we may need to send out more information to evoke interest. On the other hand, when you see a contact’s score is D1, the person has a high interest level, however, the person is not in your target audience. Doing some further investigation might be warranted to verify your data is correct on their profile, but make sure to prioritize the people you have selected as better fits for your company.
Where do you start?
Start with a conversation between sales and marketing.
Lead scoring is not a solo play. Marketing efforts will attract the potential audience and the goal is to increase their interest over time, but eventually your sales team will need to contact these people depending on how customers act against the marketing activities you have in place. The two teams need to discuss a comprehensive standard when deciding what factors should be considered in each team’s engagement based off of the customer experience.
Set up the lead scoring model in Eloqua
  1. Go to Eloqua, click audience and choose Lead Scoring. From the two options, select ‘Create a Model’. Change the name on the top left.
  2. On the top of the editing page, you can see there are two tabs called “Profile” and “Engagement”. On the left of this page, there is a panel contains all kinds of criteria.
  3. Let’s begin with the profile portion. You can choose the criteria from different sections by clicking the drop box on the top left.
  4. Drag or double click the criteria you need. In the example below, I chose job roles, industry and annual revenue. As a best practice, we recommend 3 to 5 criteria.
  5. Weight the criteria based on their importance. The more important the criteria is, the higher the percentage it should be. The remaining percentage will be shown at the right bottom. 
  6. Add value to the criteria. The closer the value is to the ideal lead the more points the value should be assigned. Double click the criteria to add roles. In this example, the higher the person’s job role is within their company, the better. Based on that, we assign different percentages to these job roles. Keep adding other roles for industry and annual revenue.
  7. Configuring the engagement portion is pretty similar. Simply select the criteria on the left. When choosing these criteria, in order to better determine the interest/engagement level, you should think about frequency and recency at the same time. You should choose activities that are good indicators someone might buy. Just as an example, I chose opened email, visited landing page and submitted form. Follow the same steps as you did in the profile portion to give these criteria weights and rules. 
  8. You need to set up all the rules for each criteria in this lead scoring model.
  9. Change the threshold for each score to decide the standards for each score to reach. Click the “>>” on the top right, then click “settings”, and adjust the threshold based on your needs.
  10. Now, you are ready to activate your lead scoring model!  Click the “>>” on the top right, and activate.

Keep revising your lead scoring model to adjust to your growing business!

Setting the original lead scoring model is definitely not the end of the lead qualification process. Don’t forget to keep revising the criteria when you have a deeper understanding of your sales or have more data collected from your marketing. Lead scoring should be a living model and grow together with your business.

Introducing Events Module – Your Campaign Management Master in Eloqua

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We all know that Oracle Eloqua's campaign canvas is an easy tool to manage a multi-step campaign, however, what if there is a series of events under the same topic?  Or, if you have recurring events happening at different times and different locations? Let’s take a break and think about that process using campaign canvas

Assuming we want to promote our new product in ten cities across the country, we would need to set up 10 campaigns in campaign canvas. Thinking about all of the assets, each one would then need a landing page, a form, and an average of 3-5 emails. If we have ten sessions (meaning ten campaigns), we would need 10 landing pages, 10 forms, and possibly 50 emails! Monitoring and/or manually updating the attendees once they interact with that campaign also takes time. Not to mention if there is limited access and you would like to set up a waiting list. Think about all of resources needed to make that happen.

As you can see, it can be a very effective process, but tedious at the same time.  

The Eloqua Events module is the perfect solution for those looking to get the same results with less effort. Let’s take a look:

First, navigate to Eloqua, Orchestration, Tools, Events. 

 

Click Events on the top left and open a new event registration:

 

Name the event and fill out the information. As you can see here, in the event module, we have four sections: Event Overview, Registrant Info, Event Details and Event Actions. Let’s look closely at each of them:

Event Overview

In this section, you can see the name and description of the event, view the number of registrants, and manually manage their status.  

Registrant Info

In this section, you link your Eloqua enrollment form and configure the field mapping between events and form.

Event Details

In this section, you will fill out all the information you need to show in your communication emails such as date, time, topic, and access code. All of the fields in this section can be field-merged in emails.

Event Action

In this section, you will need to configure which actions should be triggered under certain circumstances. For example, you can send out a reminder email for your event one day before the date it will be held. You can even manage a waiting list in this section should it be applicable.

Again, while campaign canvas is an amazing tool, the events module in Eloqua can make the planning of any event a breeze. If you are interested in learning more about the Events module, email info@sfcg.com. We are more than happy to help you!

Eloqua From Best Practice: The First Step to Knowing Your Customer

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Marketers use forms as a data collection tool to get a better picture of their audience. At the same time, forms can also facilitate customer transactions with your organization, for example:

  1. Signing up for newsletter, demos, free trials
  2. Registering for special events and seminars.
  3. Managing account preferences (the frequency and content a certain audience is interested in)
  4. Gating content in exchange for contact data

Well Eloqua makes it super easy to create a form, so let’s take a look:

Basic Settings:

Click the ‘assets’ tab from the homepage and choose ‘forms’. There are two options for you; either create a blank form or integrate an external form. I chose create a form here which then takes you to template chooser. Choose a blank form or use an existing template.

First you will need to name the form and decide the overall settings of the form. Simply click the little arrow located on the right top of the screen, and click settings

Form creation

Now there are three main parts on the screen: the tool bar, the work area, and the configuration panel.

First, taking a look at the left side of the screen, there are three purple icons called ‘Contact Fields’, ‘Custom Fields’, and ‘Field Groups’.

Choose the tool bar to select the fields you want for your form. In the screenshot, below I dragged ‘First Name’ ‘Last Name’ and ‘Email Address’ into the form.

Then, moving on to the ‘Custom Fields’, there are many different formats you can choose from that give your audience the ability to interact with your forms in different ways, including ‘Single Line Text’ ‘Paragraph Text’ and many others. I dragged the ‘Single Check Box’:

The last one, ‘Field Groups’, is a collection of commonly grouped fields. But we will explore this later on.

*At the bottom of those three, there is an icon called ‘Progressive Profile’, which will send the audience another form to fill out when they have given certain responses. (You know, to further collect useful data or to remind the audience about an event).

Customize the filed

Next, when you click into any field, it will take you to the field settings on the right. You can customize the field instructions, size, and data types.

By clicking the validation tab button, you can select the box to make the blank required or that it must contain an email address, among other criteria as you can see below.

The next step in creating a good form is to click the pre-population tab, and specify the text field that you want to appear on the field when opened. You can provide a static value, such as an email address for example. Or you can use a field merge, and pre-populate the field if it is an already known contact in your database so that a returning customer would not need to retype the information again.

Also you can use the field label and field instruction to give your audiences instructions with more clarity of what you need them to fill out. You also can drag the field to put the boxes in whatever order necessary to make the form more logical for the audience.

 

In the end, remember to keep your from short, clean and easy to read. Putting in the work on the front end makes the customer experience much better because it makes the interaction with your company easy.  Oh, and don’t forget to save the form so all of the work you put in doesn’t go to waste!