Issue link: https://resources.demandgen.com/i/859591
The Secrets Of Successful Lead Scoring 2 The basic premise of lead scoring — assigning a rating of different prospects based on their behavioral or demographic patterns and prioritizing the higher scores as better candidates for sales to pursue — seems simple and compelling enough to most B2B organizations. However, while lead scoring makes sense in theory, the reality is that the majority of companies that have deployed a marketing automation system haven't realized the full potential that lead scoring can provide. Why? According to a recent survey conducted by DemandGen Report, only 32% of marketers said they were "effectively using" the lead scoring functionality in their marketing automation system. About 3 in 10 respondents said they were using scoring "somewhat" and 39% were not using the tools at all. Applied correctly, lead scoring can greatly increase the efficiency of both sales and marketing organizations by assigning a priority and rating for the appropriate level of sales engagement to all prospects. Illustrating the potential impact scoring can have on revenue performance, Aberdeen Group's survey, Lead Scoring and Prioritization: The Path to Higher Conversion, found that 80% of top- performing companies are more likely to use lead scoring as part of their lead qualification process. Unfortunately, many companies don't know the right way to build a predicatble and reliable formula for incorporating behavioral and demographic data to form lead scores--so they wind up with models that are more guesswork than science and sales winds with lots of false positives and negatives, losing confidence in the system. In order to get a look behind the scenes at how companies are successfully utilizing scoring within their business, DemandGen Report recently got an all-access pass to some of the award-winning programs developed by DemandGen International. *Note: DemandGen Report is not affiliated with DemandGen International. ExEcUTIvE SUmmARy HOw MarkETErS uSE lEad ScOring in THEir MarkETing auTOMaTiOn SySTEMS Only 32% said they were "effectively using" lead scoring 3 in 10 respondents said they were using scoring "somewhat" 39% were not using the tools at all. - DemandGen Report click to view the full dgr Survey