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Top rate B2B lead generation requires scoring

To effectively route customers to the right contact point in the sales funnel, B2B marketers need to accurately score leads. Roughly 90 percent of leads interact with a single direct touch point – such as a landing page or social media site – when they enter the sales funnel (1). With this in mind, it's incredibly important to get as much data out of each interaction so a marketer can get a clear impression of the potential value each lead has.

But how do most B2B organizations score leads? The majority – 58 percent – actively engage in the practice, but they're largely using a single lead-scoring model to evaluate potential customers (2). With the aim of providing sales team members with leads who are most likely to convert, scoring them based on verifiable behaviors that align with documented benchmarks in the sales funnel is important. However, nearly a quarter of company send all leads to the sales department and allow the team to select which leads are valuable.

What are the most important variables in scoring leads? Most B2B marketers say a submitted Web form is best, while a click-thru on an email is an important metric to score a lead.

1. "The 5 Ways Intent Data Is Redefining B2B Lead Nurturing"
2. "How Are B2B Marketers Scoring Leads?"

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.