The lead score began as a measure of a prospect's demographics to guide Sales on which leads to pursue. Does the prospect have a title that indicates they're a good fit for your company? Are they in the "right" industry? In a company of the "right" size?

These measures of explicit information are important, but they don't paint a complete picture. And without the complete picture, marketers find it harder and harder to turn prospects into viable leads.

The missing component is behavior. Is a prospect visiting your Web site, downloading articles, responding to marketing campaigns that indicate not only that you want to talk to him, but that he is ready to talk to you?

In this Webinar, marketing automation leader Eloqua and demand management agency Bulldog Solutions will define the building blocks and review a case study of implementation of multidimensional lead scoring that takes both explicit and implicit information into account.

You'll learn:

• Which behavioral measures matter most
• How to build a matrix for scoring on two dimensions
• How to test and refine your multidimensional lead score
• How to avoid missteps that can delay the process of full implementation