Long considered a core component of demand generation programs and a key functionality of marketing automation, lead scoring is seeing mixed success among B2B organizations.
Demand Gen Report's "2016 Lead Scoring Survey," fielded in March and April, found an overwhelming majority of marketers (86%) are using lead scoring as part of their demand gen strategy.
However, nearly half of those surveyed admitted their lead scoring initiatives need improvement, and fewer than 2 in 10 ranked their programs as highly effective. The survey also showed a lack of confidence and buy-in from sales teams among scoring programs, with only 15% of respondents indicating sales would rate leads meeting scoring thresholds as highly qualified, real opportunities.
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