Lead scoring helps identify prospects who are both willing and able to have a
sales conversation.
Lead scoring is a method for qualifying prospects and identifying those who are more likely to evolve into customers. It provides a relative measure of a prospects’ potential, enabling sales and marketing teams to focus their resources on prospects most likely to become closed deals, and use more cost-effective methods to nurture those who are less likely to convert in a short time frame.
One survey found that total revenue increased by 30%, revenue per deal increased by 17% and close ratio increased by 30% in organizations that use lead scoring.1
Basic lead scoring can be developed using explicit, or profile, attributes, such as job title, geography and annual revenue. To reach its potential to drive ROI, however, lead scoring must be multidimensional. That is, it must take into account not only explicit information—which is a solid measure of budget ownership and authority—but also implicit, or behavior, data.
Lead scoring can:
- Stratify inbound leads to isolate high-value prospects for immediate, targeted follow-up
- Focus selling activities on key decision makers
- Build strong alignment across sales and marketing
- Help marketers measure the effectiveness of communications and promotion surrounding a campaign in order to make continuous improvements
- Enable critical, ROI-generating components of a demand generation program, such as lead nurturing and lead routing
Learn more about how Bulldog Solutions applies lead scoring to create more effective demand generation campaigns.
1Source: "Survey Shows a 30% Increase in Revenue over Six Months for Companies
that Deliver Only the Best Leads to Sales," Eloqua, 2007
