In the 4+ years that I have worked in the marketing automation space, I have seen many different ways that companies use a lead scoring process. Whether it is scoring based on product, service, frequency of activity or simply the title of the individual, a well thought out lead scoring program can help with efficiency on the sales team as well as validate the efforts made by marketing.
But the one question I have always come across is: How do I score someone’s offline behaviour?
Let’s look at a simple example – you have a booth at a trade show where you are scanning names of those who come by to chat and ask questions about who you are, what you do and what services/products you offer. At the end of the day, you receive a file of all the names that you scanned and you want to ensure that sales can follow up with these people as quickly as possible. But at the same time, you want to ensure that sales is following up with leads that you have considered “hot” based on your lead scoring process.
Utilizing Eloqua’s Program Builder functionality, you can create a simple 5 step program that works alongside your existing lead scoring program that will allow you score leads based on offline activity. (*note – the process defined below might not line up with how you currently add names to your Eloqua database or the frequency in which you score someone, but can be easily modified to do so)
Here is what you would want your program to do:
- Add contacts to a contact group
- Add contacts to your lead scoring program
- Hold the contacts for 1 day
- Remove the contacts from a contact group
- Remove the contacts from the program
The group that you are adding a contact to would have to be referenced within your lead scoring program. You will want to create a decision rule or a conditional program step that evaluates if a contact is in the contact group in which they were added – if they are, then you can run an update rule on the “YES” path or based on if the condition in the step was met that increments their lead score by X amount of points. I would also recommend reviewing your lead scoring matrix to see what score would be appropriate for someone who attends an event.
Here is what the program would look like:
This is probably one of many methods that could be used, so if you have another way that you are scoring offline behaviour, please do share it by leaving a comment below!
