How Do You Define Scoring Models in Eloqua?
Build reliable profile + engagement scoring that sales trusts. Standardize signals, weight behaviors, set thresholds, and sync to CRM so Marketing Qualified Leads and Accounts convert faster.
In Eloqua, define scoring by combining Profile (Fit)—title, company size, industry, ICP fields—with Engagement (Intent)—email/web/asset signals. Create a weighted model with tiers (A–D fit) and thresholds (e.g., 65 = MQL), apply decay/reset rules, exclude disqualified personas, then send score + grade to CRM for routing and SLA-backed follow-up.
What You Need Before You Score
The Eloqua Scoring Model Playbook
Use this sequence to design, validate, and operationalize an Eloqua score that correlates with pipeline.
Discover → Design → Configure → Validate → Activate → Govern
- Discover: Analyze closed-won vs. lost to identify predictive fields and behaviors; document negative signals.
- Design: Split into Profile and Engagement; assign weights (e.g., Pricing Page +25, Webinar Reg +15, BOFU download +20; Open +1).
- Configure: Build Eloqua Scoring Model(s); add filters for geography/product; set decay (e.g., −15% after 14 days).
- Validate: Back-test 90 days; check lift in meeting rate by band (A/B vs. C/D). Adjust weights and thresholds.
- Activate: On threshold, push score/grade to CRM, set Campaign Status, assign owner, and start SLA timer.
- Govern: Monthly review of MQL→Accepted %, Meeting Rate, and Pipeline per score band; iterate.
Eloqua Scoring Capability Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| ICP Data Quality | Free-text titles, missing industry | Normalized picklists with enrichment & validation | RevOps/Marketing Ops | Match/Fill Rate |
| Behavior Weights | Opens/clicks only | Tiered events with BOFU emphasis and negatives | Demand Gen | Meeting Rate by Band |
| Thresholds & SLAs | Undefined handoff | MQL/MQA rules, alerts, queues, timers | Sales Ops | Speed-to-Lead, Accepted % |
| Decay & Recycling | No time logic | Decay, cool-off, re-engagement paths | Lifecycle Ops | Re-engaged to Meeting % |
| Attribution & BI | Email clicks | Lift vs. baseline, pipeline by band, cohort tests | Analytics | Pipeline/Revenue Lift |
| Governance | One-time setup | Quarterly calibration and audit trail | Marketing Ops | Model Drift (Δ acceptance) |
Client Snapshot: From “Hot Lead” Hunches to Measurable Lift
After separating fit vs. intent and reweighting BOFU actions, a global tech firm improved MQL→Meeting by 24% and cut time-to-contact by 38%. Sales adoption rose once A/B bands consistently outperformed C/D.
Start simple, measure lift, and iterate. Use score bands to focus sales time where meeting likelihood is highest—and recycle the rest through re-engagement.
Frequently Asked Questions: Eloqua Scoring
Operationalize Scoring Your Sales Team Trusts
We’ll design, validate, and activate Eloqua scoring with CRM routing and reporting—so the right leads surface at the right time.
Expert Eloqua Consulting Take Revenue Marketing Maturity Assessment