Optimizing Lead Scoring in Marketo, HubSpot & Eloqua

Amy Abascal, a fractional CMO with extensive experience in Marketo, HubSpot, and Eloqua, shares her insights on how companies can best leverage lead scoring to drive better results. 

This discussion covers why some tools are better suited for certain industries and what practical steps businesses can take to implement or improve their lead scoring systems.

1. Marketo: The Gold Standard for B2B and Mid-Market Lead Scoring

For companies in B2B environments and mid-market companies, lead scoring isn’t just a nice-to-have—it’s essential. “Marketo is far better suited to doing lead scoring properly,” says Amy. If you’re dealing with long, complex sales cycles, Marketo’s ability to create custom scoring models is invaluable.

Marketo allows businesses to score leads based on multiple data points—whether it’s tracking content downloads, form submissions, or website interactions. The flexibility in how you can assign weights to these behaviors is what sets Marketo apart. You don’t need a technical wizard to use it, but the results will feel like magic when your sales team is focusing on the leads most likely to convert.

1.1 Actionable Tip:

If you’re serious about optimizing your lead scoring, use Marketo to build custom models that weigh different engagement behaviors. This ensures you’re qualifying leads more effectively and not missing out on high-value prospects.

2. HubSpot: A Growing Option, But Still Limited for Complex Needs

For small and mid-sized businesses, HubSpot has emerged as a strong contender, especially for those who prioritize ease of use over deep customization. But let’s be clear—when it comes to lead scoring, HubSpot has limitations. “HubSpot has come a long way,” Amy acknowledges, but its lead scoring system “is less effective for companies with more complex lead qualification needs.”

If your business has a simpler sales process, HubSpot’s integrated CRM and intuitive interface are appealing. However, for industries with longer sales cycles or more complex lead nurturing needs—such as B2B tech or finance—HubSpot’s basic scoring model won’t cut it. You’ll need additional integrations or a shift to more sophisticated tools like Marketo as you grow.

2.1 Actionable Tip:

If you’re using HubSpot, integrate it with Salesforce or another CRM to bolster your lead scoring efforts. If your business needs more advanced lead qualification, consider transitioning to Marketo or supplementing HubSpot with other tools.

3. Eloqua: Too Powerful for Its Own Good?

Eloqua was once a top-tier choice for marketing automation, but let’s be honest—it’s now only viable for large enterprises. “Eloqua was incredibly powerful, but the amount of steps to do things made it complicated,” Amy notes. Yes, Eloqua can handle complex tasks, but the platform is over-engineered for most businesses.

For enterprises with large technical teams, Eloqua still offers advanced customization and deep analytics. But if you don’t have the technical resources to manage it, you’ll spend more time navigating the platform than executing campaigns. For the majority of companies, the complexity of Eloqua is a hurdle, not a feature.

3.1 Actionable Tip:

Assess your technical capabilities before choosing Eloqua. If you don’t have a dedicated marketing operations team, consider tools like Marketo or HubSpot, which provide advanced features without the steep learning curve.

4. Industry-Specific Lead Scoring: One Size Doesn’t Fit All

Lead scoring isn’t the same for every industry. For B2B tech and finance, where customer journeys are long and complex, Marketo or Eloqua is non-negotiable. These platforms allow for the granularity needed to capture all relevant engagement data and qualify leads effectively.

For B2C or smaller businesses, where sales cycles are simpler, HubSpot offers a more straightforward solution. It’s easy to set up and use, and for many businesses, the lack of advanced features won’t be a dealbreaker. However, if you’re growing fast and need more sophisticated lead tracking, HubSpot may become a bottleneck down the line.

4.1 Actionable Tip:

Match your lead scoring tool to your industry needs. For complex, long-term sales cycles, opt for Marketo or Eloqua. If your sales processes are straightforward, HubSpot might do the trick—but keep an eye on your growth and don’t hesitate to scale up when necessary.

5. Key Takeaways for Implementing Effective Lead Scoring

1. Choose the Right Tool for Your Business: For sophisticated sales processes, Marketo is your best bet. For smaller or simpler setups, HubSpot is a viable option, but know its limits.
2. Leverage Custom Scoring Models: Don’t settle for one-size-fits-all. Use Marketo’s advanced lead scoring capabilities to tailor your approach based on behaviors that matter to your business.
3. Balance Power with Usability: Eloqua is powerful but unwieldy for most companies. Make sure your team can handle the complexity before diving into it.
4. Tailor Lead Scoring to Your Industry: Understand the sales cycle of your industry and choose a platform that matches your operational needs. Complex sales cycles demand Marketo or Eloqua, while simpler setups may thrive with HubSpot.

6. Conclusion: Aligning Lead Scoring with Your Business Goals

Lead scoring can be a game-changer—but only if you’re using the right tools for your business. Marketo leads the way for companies with complex pipelines, while HubSpot is improving, but still best suited for simpler needs. Eloqua remains an option for large enterprises with the technical capacity to handle its complexity.

At the end of the day, success with lead scoring comes down to choosing a platform that matches your industry, business size, and operational complexity. Whether it’s Marketo’s customization, HubSpot’s simplicity, or Eloqua’s power, pick the tool that fits, and make sure it aligns with your overall sales goals.