School Chalkboard

Lead Scoring 301: Webinar and Video Lead Scoring

Summary Traditional lead scoring allows us to score on profile data from within our marketing automation system and even from outside platforms such as CRM and data-warehouses.  We can also score based on engagement data stored in our marketing automaton system such as e-mail clicks, website visits, and form submits.  However, this misses one important…

School Chalkboard

Lead Scoring 202: Advanced Lead Scoring Features

Summary If yore using a flexible marketing automation system there are many ‘enhancements’ you can be build into your lead scoring programs.  The list is growing all the time but I thought I’d list some of the popular advanced lead scoring enhancements I’ve built in the past. Program Feeders Traditionally there have been two methods…

School Chalkboard

Lead Scoring 201: Using Multiple Lead Scoring Programs

Summary The concept of lead scoring is fairly simple – give a contact points for how well they match up with profile attributes of your buyer personas and how engaged they are with you (determined by website visit, email engagement, requests for info, etc.).  However, right out of the gate most organizations run into a…

Eloqua Experience 2012

Eloqua Experience 2012 Pre-Game Show

Overview Eloqua Experience 2012 North America is almost upon us!  This year Eloqua’s annual user conference promises to be bigger than ever.  Although previous events have taken place in San Francisco, Eloqua has moved it to Orlando this year to accommodate their rapidly growing client base which is no longer west coast centric (or at…

Gangnam Style Content

Content is king and the fuel for your revenue engine.  Unfortunately, it’s also one of the hardest pieces to master.  Content marketing is a rapidly expanding discipline with a growing array of options to help you pump out better content faster. Hubspot has long stood as one of the leading content super-producers in the marketing arena.  They always seem…

Riding the wave

Riding the Marketing Automation Wave

Eloqua Product Manager, Egan Cheung, recently posted a great chart on the ‘It’s All About Revenue’ blog highlighting the growth of Eloqua and Marketing Automation skills among top managers.  It’s unclear whether this growth is caused by the promotion of people with Eloqua skills to management positions or simply the expansion of the Eloqua customer…

School Chalkboard

Lead Scoring 102: Select Lists

There’s been a lot of focus on lead scoring recently, especially in the Eloqua community.  Historically, Eloqua has offered one of the most powerful lead scoring models, which is built on the Program Builder engine.  Program Builder doesn’t score high on the user-friendly scale which has pushed Eloqua to launch an entirely new lead scoring…

Taking the ‘Lead’ out of #LeadNurturing

Several people have recently asked me when the best time to nurture a lead is.  My answer is “all the time”.  If you have access to a system capable of automating the process why not leverage it as much as possible!  In fact, the term ‘Lead Nurturing’ may no longer be accurate since we are…

Scores

Why Lead Scoring is a Terrible Idea

Summary One of the most commonly pitched features of Marketing Automation is lead scoring.  This gives MA users the ability to score the quality of a leads explicit profile information (job title, industry, revenue…) and implicit engagement activity (website visits, event registrations, email click-throughs…) allowing your sales team to prioritize leads and focus their efforts…

Announcement: Revenue Engineer goes Agency!

Over the past few years it’s become apparent that one of the major causes of failed marketing automation platforms is the lack of internal resources and focus to build the basic system infrastructure.  I’ve watched many companies waste money on systems they don’t support, which then limits the efficiency of their marketing team and the…