B2B marketing is contingent on finding the right audience for the content being shared. Promoting services to companies that don't have the means or interest to become a client is a waste of time and resources.
Predictive lead scoring can help marketing campaigns determine which businesses to pursue. B2B News Network described predictive lead scoring as using analytical algorithms to process potential customer data to determine which prospects are likely to be converted into customers (1). The data is provided through information captured by CRM software, Web traffic from a company's online pages or public social media postings.
Business 2 Community shared the results of a SiriusDecisions report indicating the use for predictive scoring for B2B lead generation was on the rise (2). The report found that between 2011 and 2014, the use of this strategy by B2B companies increased by 1400 percent. Of the current users, most make less than $50 million in revenues and 90 percent of them are satisfied with its performance.
The technology behind predictive lead sharing continues to advance. If a company is looking to improve the lead generating capabilities of its data, that company should contact a marketing specialist to learn the latest developments.