Using PathFactory Data in your Eloqua Lead Scoring Model

Contents

Summary

Lead scoring is a key component of an efficient marketing and sales process. By assigning scores to your leads, you can determine which ones are ready to send directly to Sales and which ones still need nurturing in Marketing.

PathFactory accurately measures a visitor’s level of engagement by recording the amount of time a visitor spends on each asset in a Content Track, and by identifying the binge behavior—visitors who consume multiple assets in one session.
This stands in clear contrast to the traditional baseline metrics that MAPs use to measure engagement—email opens, clicks, and webpage visits.

A Lead Scoring Model based on these limited metrics means that a visitor who opens an email link and leaves the content right away will get the same score as a visitor who also opens an email link but spends minutes with your content.

Incorporating PathFactory data into your Lead Scoring Model means you are getting a more accurate measure of which contacts are actually moving through the funnel.

This article covers how to incorporate PathFactory engagement data into your Eloqua Lead Scoring Model.

Including PathFactory Data in your Lead Scoring Model

Create a Numeric Contact Field in Eloqua. You can call the field “PathFactory Cumulative Asset Count”, or anything else that makes sense for your organization.
Data Type field
Navigate to the PathFactory CDO and modify the Custom Object Data Card Services to add a processing step of Update Existing Record or Data Object for New Data.
- Modify the Form Submissions Updates Update Rule of the step to include the “PathFactory Cumulative Asset Count” field, and use and update action of Increment by input value.
  Update Rule Set
- Map the email address field of the CDO to the email address of the contact record. Map the “PathFactory Cumulative Asset Count” contact field to the “Content Count Threshold Met” CDO field.
  Edit Processing Step
- This video demonstrates how to perform this step:
Modify the Lead Scoring Model in Eloqua to add a criterion to score contacts based off the value in the PathFactory Cumulative Asset Count field.

Suggestion of How to Score:
Contacts could be awarded the full Engagement score weighting if they have a value of 10 or more in the “PathFactory Cumulative Asset Count” field. This means that they have met the engagement threshold on 10+ assets.

Engagement Scoring

The score could be awarded in increments of 10% as shown below.

Editing Engagement Rules

Want a Different Scoring Method?

Our Customer Experience team can provide recommendations on how the weighting, number of assets, and score per asset could be adjusted from the template provided above to best suit your needs and buying cycle.
Other factors such as Content Tags—Asset Type, Funnel Stages, and Business Units—can be incorporated into the scoring model too!

Decaying PathFactory Score Over Time

It is best practice to set up a decaying scoring model. In the case of using PathFactory engagement data, this means that if a lead does not engage with any Content Tracks for 60 days their score is reset to zero.
This ensures that your scoring model only reflects recent engagement.
To achieve this, you can build a program to reset the PathFactory Cumulative Asset Count field to zero.

The program will have a filter as a feeder. The filter will identify any contacts who have ever engaged with a PathFactory content track.
The feeder could be set to evaluate once a day.
Contacts that get pulled into the program will be checked against another filter that evaluates whether they have engaged with a PathFatory content track within the last 60 days.

Note
You can set the timeframe for something other than 60 days if it better suits your organization’s needs.
As can be seen from the following program flow, contacts that have engaged with a PathFactory content track within the last 60 days will simply exit the program, while those who did not will have their PathFactory Cumulative Asset Count field be reset to zero using an update rule.