Automation And Predictive Analytics Fuel Lead Scoring Success
B2B marketers are looking to balance the scoring algorithms found in many marketing automation platforms with new tools such as predictive analytics to maximize the overall effectiveness of their lead scoring efforts. The goal is to position B2B marketers to provide their sales team with more high-quality leads that have a greater propensity to convert.
Lead quality is a priority for nearly three-quarters (74%) of B2B marketers, according to the 2015 Demand Gen Report Benchmark Study. The initiative to focus on quality over quantity can result in fewer leads, but the leads that are presented to the sales team have a higher likelihood of closing.
This special report will highlight strategies for improving lead scoring, including :
How predictive tools provide deeper insight into buying intent;