Lead Scoring Explained

Lead scoring considers a buyer's explicit information (what they say about themselves) and implicit behavior (what content they open) over time to determine a score.  The scores can be based on levels of relevance associated with each type of behavior.  The following shows the power of lead scoring based on a drip campaign that offered a white paper.  Clearly the first lead expressed more interest in the topic offered and advanced along the buying process.

The key value to lead nurturing and scoring is in the scale that can be achieved.  This technology enables organizations of any size to effectively manage thousands of leads concurrently.  Sales gets involved when the leads have been deemed to be sales ready.  This is far more effective and profitable than having the sales team trying to skim through hundreds of unqualified leads.
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