Optimize Lead Generation With Lead Scoring

In today’s competitive environment, optimizing Sales’ resources by giving them qualified leads is key to B2B marketing success.

Request Access

Member Challenge

Prospective buyer traffic into digital marketing platforms has exploded.
Many freemium/low-cost digital marketing platforms lack lead scoring and nurturing functionality.
As a result, the volume of unqualified leads being delivered to outbound sellers has increased dramatically.
This has reduced sales productivity, frustrated prospective buyers, and raised the costs of lead generation.

Our Advice

Critical Insight

Lead scoring is a must-have capability for high-tech marketers.
Without lead scoring, marketers will see increased costs of lead generation and decreased SQL-to-opportunity conversion rates.
Lead scoring increases sales productivity and shortens sales cycles.

Impact and Result

Align Marketing, Sales, and Inside Sales on your ideal customer profile.
Re-evaluate the assets and activities that compose your current lead generation engine.
Develop a documented methodology to ignore, nurture, or contact right away the leads in your marketing pipeline.
Deliver more qualified leads to sellers, raising sales productivity and marketing/lead-gen ROI.

Research & Tools

Name	Actions

1. Optimize Lead Generation With Lead Scoring Storyboard – Enable marketers to build their own scoring methodology and deliver better qualified leads to sellers.

Lead scoring increases marketing ROI and sales productivity. This blueprint enables marketers to build their own scoring methodology and deliver better qualified leads to sellers. The storyboard includes the following sections:

Phase 1: Drive an Aligned Vision for Lead Scoring
Phase 2: Build and Test Your Lead Scoring Model
Phase 3: Apply Your Model to Marketing Apps and Go Live With Better Qualified Leads

Name	Actions
Optimize Lead Generation With Lead Scoring – Phases 1-3

2. Lead Scoring Workbook – Build and test your lead scoring methodology.

The Lead Scoring Workbook serves as the holding document for the different elements from the Optimize Lead Generation With Lead Scoring storyboard. Use each assigned tab to input the relevant information to build and test your lead scoring methodology.

Use this workbook to:

Identify lead scoring thresholds by which you will ignore, nurture, further qualify, or send your scored leads to sales.
Identify your ideal customer profile attributes, define the subattributes, and weight each.
Identify the assets and activities that compose your lead generation engine, define subattribute values, and weight each.
Run tests against your scoring model and iterate thresholds and weightings to arrive at your lead scoring model.
Print your final results to make transcription into your lead management app easier.

Name	Actions
Lead Scoring Workbook