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Predictive Lead Scoring…It’s So Hot Right Now
For practitioners of marketing automation
and funnel-based marketing, lead scoring is a hot topic.
It seems great: you can track Suzy the second she lands on your site. You
see she has downloaded a white paper and hovered over your contact button,
so she must be a good lead! Multiply this by 10k, and this is what lead
scoring essentially does. Lead scoring helps ensure sales teams are only
working the most sales-ready leads.
Customers make 80% of their
buying journey before interacting with a salesperson.
If you believe all the tech companies out there, lead scoring is best
thing since sliced bread. Along with its popularity comes many
misconceptions. While it’s useful to reach a lot of objectives, it only
resolves a certain set of problems, like aligning marketing departments
more closely with sales and measuring results of campaigns..
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Yes, Technology Can Help
Yes, online tracking and analytics packages provide sales and
marketing teams the intelligence to better understand and serve
potential customers. By monitoring and interpreting prospects’ online
behavior, marketing can provide insights into the buying cycle that
had been previously unavailable.
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However, Technology Is Not Everything
Lead scoring utilizes marketing automation systems that are designed
to scale-up marketing. However, it can’t serve up foolproof leads. It
can’t provide the messaging needed to get prospects to bite, either. |
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Rising Awareness of Lead Scoring
This
is driving a mindset that it is a must-have solution for every
business’s sales and marketing alignment efforts. While it is a viable
approach for optimizing marketing efforts, lead scoring can just as
easily have little impact and waste valuable time and resources if
applied unnecessarily or incorrectly. At a higher level, the
first thing organizations need to do is understand whether they need
lead scoring at all..
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Skip Ahead to Start a Conversation
We get it — this page gives you a lot to ponder. But, if you’re ready
to cut to the chase and have a conversation about how we might apply
to your unique business needs, drop us a note and we’ll reach out
promptly.
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