Definitive Guide to Lead Scoring

What’s in the guide?

• Why your business needs lead scoring
Lead scoring helps you focus on the right accounts to drive ROI, aligns sales and marketing, and boosts productivity for both teams across the board.

• Lead scoring basics
Find out how to rank leads to determine their sales-readiness, learn lead scoring best practices and discover how to use demographic and firmographic attributes, as well as behavioral data, to score leads.

• Getting started
This guide will walk you through the first steps of lead scoring, including the basics of reviewing data, determining ideal targets, aligning marketing with sales, and selecting your scoring criteria.

• Advanced scoring strategies
Once you have the basics down, find out how to implement product scoring to understand a lead’s interest in specific products and offerings, discover how lead scoring works with an account-based marketing strategy, learn how to understand the feedback loop, and more.

• Lifecycle management
The revenue cycle, or “funnel,” starts with demand generation and ends with a closed deal and a new customer. As your lead scoring program develops, master your revenue cycle management so you can keep track of sales accepted leads (SALs), recycled leads, and service-level agreements (SLAs).

• Common issues
What do you do when your data quality is poor? Is it always best to sell to big companies? Learn the common pitfalls and misconceptions that marketers face when implementing a lead scoring program.

• Content marketing, social media, and lead scoring
Content marketing and social media are important tools on their own, but combined with lead scoring, they provide you with invaluable insights, transforming seemingly random actions into traceable buying patterns. Learn where each type of content fits in the lead
scoring cycle, including webinars, demos, ebooks, email, social media, and more.

• The ROI of lead scoring
Discover how lead scoring can increase leads to opportunities, decrease the sales cycle duration, boost sales productivity, and generate revenue. See examples of how you might measure and share lead scoring results to continuously optimize your program and earn a seat at the revenue table.
Download this comprehensive guide today to learn the process of lead scoring from start to finish, and improve execution with best practices and easy-to-use worksheets.