Lead Scoring
Another critical piece of demand generation marketing is a lead scoring system. Sales and marketing
teams must get together to form a consolidated set of definitions for what makes someone a hot
prospect, qualified lead, or on the flip side, a bad fit.
A scoring system is essential because most customers, especially in a B2B context, associate with
marketing content before talking to someone from the sales team. Initially, we look at what the
client's most successful leads have in common and analyze using the below questions:
- Where do they work?
- What are their job titles?
- How did they find you?
- What content did they download?
Digging into the data to find out which determinants have the most notable influence on sales and,
from there, we develop a points-based system for qualifying leads. Then, both sales and marketing
teams can develop a strategy for targeting the right audience—through advertising, PR efforts, and
organic marketing tactics.