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The Next Wave of Lead Scoring

Organizations continue to see the benefits of lead scoring as an effective way of determining the disposition of one prospect against another when determining where to focus resources and dollars.The  more we talk to companies about lead scoring the more it becomes apparent that it’s time for the next generation of lead scoring capabilities.

While most marketing automation platforms include the ability to score based on demographics, BANT and/or behaviors, few can give you an aggregate score of these three critical scoring components. And if they do offer this capability, even fewer enable you to weight these components differently or dynamically to test out different scoring thresholds.The other area where lead scoring needs to evolve is in the area of  creating a master score for a prospect or customer that’s interested in more than one of your offerings. Instead, you’ll have to deal with separate scores for each product a prospect is interested in. While this is a limitation that many vendors recognize, we’ve yet to see a solution to this issue.

So where would you like to see lead scoring evolve?

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The future of Lead Scoring
I am proud to say my company is able to score off all of the dimensions you mention above. From what you describe that makes Marketbright leading-edge. Given this and given the competitive nature of this, I can answer where we see customers moving, rather than how we are achieving meeting their needs. We are seeing customers wanting scoring to have greater intuition to it, to replicate the gut feel of a good salesperson who can call ten qualified leads and know which are the two that require and deserve most time. This requires more than the scoring available in the market today. However, many customers are still evolving what they have today to great success, there is a lot of scope to use what is available today in new and innovative ways.
Posted By: Mike Pilcher(visitor).  [2008-12-02 17:21:03] View Comments (0) | Add a Comment | Permalink | Top


No easy way out
I think you hit it right on the mark - get demo, BANT and behavior, then go cross product. The bad news? There's no shortcut, you have to build it for one and then add the other 2, then add it for products. This is one of those areas where a good consultant will shave 2 years off your implementation.
Posted By: John J. Wall(visitor).  [2008-12-01 20:31:29] View Comments (0) | Add a Comment | Permalink | Top


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     The future of Lead Scoring [2008-12-02 : by Mike Pilcher]
     No easy way out [2008-12-01 : by John J. Wall]