Eloqua 10: Lead Scoring

Question 1

Define lead scoring.

Answer 1

The predictive ranking of one inbound response versus another.

Question 2

Lead scoring is a process to identify where a prospect is in the ________.

Answer 2

buying process

Question 3

Lead scoring is a process that enables better _______ within an organization.

Answer 3

resource alignment.

Question 4

Lead scoring improves alignment between __________

Answer 4

sales and marketing teams.

Question 5

Lead scoring helps ensure prompt follow-up with ______

Answer 5

priority leads.

Question 6

Lead scoring prioritizes leads according to __________ and buyer readiness.

Answer 6

revenue potential

Question 7

Lead scoring prioritizes leads according to revenue potential and __________.

Answer 7

buyer readiness

Question 8

Studies show that best in class organizations use lead scoring to better manage their

Answer 8

funnel

Question 9

According to the Aberdeen Group, with lead scoring, what happened to the lead qualification rate average performance for best-in-class businesses? What about for all others?

Answer 9

Best-in-class increased by 35%, all others increased by 22%.

Question 10

According to the Aberdeen Group, with lead scoring, what happened to the forecast accuracy average performance for best-in-class businesses? What about for all others?

Answer 10

Best-in-class increased by 32%, all others increased by 21%.

Question 11

According to the Aberdeen Group, with lead scoring, what happened to the marketing effectiveness average performance for best-in-class businesses? What about for all others?

Answer 11

Best-in-class increased by 31%, all others increased by 21%.

Question 12

According to the Aberdeen Group, with lead scoring, what happened to the sales effectiveness average performance for best-in-class businesses? What about for all others?

Answer 12

Best-in-class increased by 30%, all others increased by 15%.

Question 13

According to the Aberdeen Group, with lead scoring, what happened to the lead conversion rate average performance for best-in-class businesses? What about for all others?

Answer 13

Best-in-class increased by 28%, all others increased by 19%.

Question 14

According to the Aberdeen Group, with lead scoring, what happened to the response rate average performance for best-in-class businesses? What about for all others?

Answer 14

Best-in-class increased by 27%, all others increased by 20%.

Question 15

According to the Aberdeen Group, with lead scoring, what happened to the pipeline thickness for best-in-class businesses? What about for all others?

Answer 15

Best-in-class increased by 27%, all others increased by 12%.

Question 16

Key performance metrics are noticeably ______ for companies that implement lead scoring.

Answer 16

higher

Question 17

When should a lead be scored?

Answer 17

Every time they raise their hand.

Question 18

What are four activities that constitute hand raises?

Answer 18

Form submissions, event attendance, offline activity such as a sales phone call, or significant web activity.

Question 19

How often does Eloqua re-score leads?

Answer 19

Every 24 hours.

Question 20

When in the funnel does lead scoring occur?

Answer 20

From the time a lead enters your database to the time the lead is passed to sales as an MQL.

Question 21

Sales people are a high cost resource and need to be aligned only with….

Answer 21

high priority leads.

Question 22

The lead scoring process promotes a shared definition, between marketing and sales, of what constitutes a….

Answer 22

high quality lead.

Question 23

In order to be successful, sales and marketing need to have…

Answer 23

one view of the truth.

Question 24

Sales needs to act fast. Action in the first 1 to 2 hours can yield what increase in qualification effectiveness?

Answer 24

Over 50% qualification effectiveness.

Question 25

The optimal response time to a lead is ...

Answer 25

in the first 20 minutes

Question 26

The probability of conversion degrades to 0% within...

Answer 26

24 hours.

Question 27

Lead scoring helps ensure that the best leads are...

Answer 27

followed up on immediately.

Question 28

Two aspects to the lead scoring model are _______ Criteria and _______ Criteria.

Answer 28

Profile Criteria and Engagement Criteria.

Question 29

"The type of lead that has bought from your company before" is what kind of criteria?

Answer 29

Profile Criteria.

Question 30

"A lead who shows buyer behavior and interest, and wants to do business with you" is what kind of criteria?

Answer 30

Engagement Criteria.

Question 31

Can an organization have more than one lead scoring model?

Answer 31

Yes.

Question 32

A ___________ captures the lead score per model.

Answer 32

unique lead score field.

Question 33

Do lead score fields count toward your overall contact field limit?

Answer 33

No.

Question 34

Can filters query, segment, and report on lead score fields?

Answer 34

Yes.

Question 35

What Eloqua license level do you need to activate more than one lead scoring model concurrently?

Answer 35

Team and Enterprise

Question 36

Can lead score fields be integrated with CRM systems?

Answer 36

Yes.

Question 37

What is a good analogy for weighting criteria in lead scoring?

Answer 37

Grading students.

Question 38

For a profile score, best practice is to select how many fields?

Answer 38

No more than 5

Question 39

Defining profile criteria for lead scoring has three steps: (1) ______, (2) rank importance, (3) determine percent weighting of importance.

Answer 39

define criteria

Question 40

Defining profile criteria for lead scoring has three steps: (1) define criteria, (2) ________, (3) determine percent weighting of importance.

Answer 40

rank importance

Question 41

Defining profile criteria for lead scoring has three steps: (1) define criteria, (2) rank importance, (3) _______.

Answer 41

determine percent weighting of importance

Question 42

Where do you configure Lead Scoring in Eloqua?

Answer 42

Contacts > Lead Scoring > Lead Scoring Launchpad

Question 43

Does Eloqua provide a prescribed approach to tracking the engagement level of leads?

Answer 43

Yes.

Question 44

Can you change the configuration of engagement criteria?

Answer 44

Yes.

Question 45

A profile score of A equals

Answer 45

A = Target Fit

Question 46

A profile score of B equals

Answer 46

B = Potential Fit

Question 47

A profile score of C equals

Answer 47

C = Not enough information

Question 48

A profile score of D equals

Answer 48

D = Not a fit

Question 49

An engagement score of 1 equals

Answer 49

1 = Showing Buyer Interest

Question 50

An engagement score of 2 equals

Answer 50

2 = Showing Some Interest

Question 51

An engagement score of 3 equals

Answer 51

3 = Low Engagement

Question 52

An engagement score of 4 equals

Answer 52

4 = Inadequate engagement

Question 53

After configuring profile criteria and engagement criteria, you need to determine: _____

Answer 53

Thresholds

Question 54

Segmentation based on lead score: An A4 who is the right prospect but shows no interest may need what kind of marketing action?

Answer 54

Priority, but may need specific "why now" messaging.

Question 55

Segmentation based on lead score: A B1 who is a good fit and very interested may need what kind of marketing action?

Answer 55

Send to sales queue for follow-up.

Question 56

Segmentation based on lead score: A C1 who is not the ideal prospect but very interested may need what kind of marketing action?

Answer 56

Will they ever be a good fit? Continue to nurture.

Question 57

Segmentation based on lead score: A D4 who is the wrong fit and shows no interest may need what kind of marketing action?

Answer 57

Fulfill request and segment out.

Question 58

Based on Eloqua's research, you can expect the majority of your leads to score __________ and be in need of _______

Answer 58

score low and be in need of nurturing.

Question 59

Based on Eloqua's research, what percentage of customers have a perfect lead in their database?

Answer 59

Less than 50%.

Question 60

Are lead score fields contact data?

Answer 60

No, they are meta data.

Question 61

Can you filter on lead score fields?

Answer 61

Yes.

Question 62

A lead score field is created automatically for each _______

Answer 62

lead scoring model.

Question 63

The _________ captures the distribution of lead scores within the database.

Answer 63

Lead Score Dashboard in Insight.

Question 64

To locate the Lead Score Dashboard,

Answer 64

navigate to Eloqua Insight and open the Contact folder.

Question 65

In integrating lead scores with CRM, each lead score field must be mapped in the ________

Answer 65

external call.

Question 66

Contacts need to be added to the _______ to push their scores into the CRM.

Answer 66

CRM update program.

Question 67

As a best practice, contacts should be manually added to the CRM update program via a _______

Answer 67

form processing step.

Question 68

As a best practice, contacts should be manually added to the CRM update program after a _________

Answer 68

contact list upload.

Question 69

External call mapping is done by what kind of Eloqua user?

Answer 69

An administrative user.

Question 70

To set up the external call mapping of your lead score fields....

Answer 70

Setup > Database Integration option

Question 71

Are the steps for integration the same with any of Eloqua's native CRM's?

Answer 71

Yes.

Question 72

Eloqua's native CRM's are

Answer 72

Salesforce, MSCRM, and Oracle On Demand.

Question 73

The lead score field per model must be mapped to CRM via the outbound tab, in the following calls:

Answer 73

(1) Update Contact, (2) Create Lead, (3) Update Lead

Question 74

In setting up lead scoring, it's important to do what with sales?

Answer 74

Define criteria and set business rules.

Question 75

Integrating with CRM does what 2 things?

Answer 75

(1) provides visibility (2) supports sales call prioritization

Question 76

To successfully launch, what kind of approach should you take with the sales team?

Answer 76

A phased approach.