Issue link: https://resources.demandgen.com/i/853066
Learn more: www.demandgen.com/campaignexecution.html | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2015 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. 1 e-brief: Lead Scoring Lead Scoring Demystified In your office, is this scenario familiar? It probably is familiar: This conversation takes place all over the world nearly every day. Sales and Marketing are fighting again; key staff members are at odds; no one is working together. The truth is that although they have the same ultimate objec- tives, Marketing and Sales are not speaking the same language. Marketing wonders, "Why does Sales want more leads if they are all terrible?" Sales wonders, "Why does Marketing think these are leads?" They need a translator! What Sales means is that these are not "leads": They are "responses." Moreover, only some of them are qualified. And of those, only some have enough interest to be worth following up. A solution to this problem is lead scoring. What Exactly Is Lead Scoring? Technically, lead scoring is the practice of systematically calculating a ranking for each sales prospect. But it's not just about a formula—it's much more than that. Today's lead scoring systems leverage the ability to track and interpret a prospect's online behavior. DemandGen's passion for lead scoring has been one of the key drivers of our success, because our clients need not rely on guesswork to determine how to score online behavior. Our best practice methodology is based on watching our clients' prospects closely as they travel through the buying process, gathering vital behav- ioral information, linking it to the unique buying cycle of each client company, and assembling lead scores that drive quality leads to sales—dramatically improving conversion rates and sales efficiency. A prospect's lead score is determined by collecting data on two dimensions—qualifi- cation level and interest level—and using that data in an algorithm to calculate a score. Date: Tuesday, 8 a.m. Campaign: E-Blast 101 "They SUCK! ... and we "Hey, Sales Manager, how are the leads?" Highlights: • Lead Scoring Demystified • Insights from the Field: GAIN Capital's Lead Scoring Project • Six Ways to Know if You're Ready for Lead Scoring • Building Your Own Lead Scoring Model: Essential Steps