Guide to Predictive Lead Scoring Marketo （预测领导评分指南把）.pdf

Guide to Predictive Lead Scoring Lead scoring has an important role to play in modern B2B marketing and sales. It is a useful system for gauging a prospect’s likelihood of buying, allowing salespeople to prioritize their targets. In this guide, we will cover what lead scoring is in more detail, the ways it can be improved through predictive analytics, and how and why you should use predictive lead scoring system to stay ahead of your competition. What is Lead Scoring ? Lead scoring is a methodology to rank prospects against a scale that represents the perceived value each lead represents to the organization. The resulting score is used to determine which leads a receiving function I (e.g sales, partners, teleprospecting) will engage, in order of priority. “ Through assigning scores to prospective customers or clients to gauge buying intent and readiness, the following benefits can be achieved: Increased sales efficiency due to the prioritization of leads. Marketing efforts made more effective. Tighter marketing and sales alignment. In a typical lead scoring system, a prospective customer will have a variety of criteria that makes up their score. With attributes like company, budget, and location, the prospect is assigned a score of how likely they are to buy. If we add in actions such as signing up for a newsletter, clicking on a sales link or filling out a form, we add behavioral criteria that adds to the score. Behaviors Demographics All Names Early stage content: +3 Job Title: +20