HomeResearch Articles Lead Scoring: The Dawn of the Account-Based Approach

Lead Scoring: The Dawn of the Account-Based Approach

  • Up to now, b-to-b lead scoring has been done almost purely at the contact level
  • Because companies or buying centers - not individuals - purchase complex b-to-b offerings, an evolution to account-specific scoring will be necessary
  • Leading organizations are already implementing account qualification to a limited degree

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