THE SMART MARKETER’S GUIDE TO ACCURATE LEAD SCORING

Summary from the TLDR Marketing newsletter

By helping prioritize quality leads over cold ones, a good lead scoring model can improve sales productivity, increase conversions, and promote better alignment between marketing and sales. This guide uses website activity, campaign responses, and demographics/firmographics to build a scoring model. It recommends capturing website activity through first-party cookies, scoring diverse campaign responses, and gathering crucial demographic and firmographic details to continuously refine the model and improve accuracy.