True Influence OpportunityBase Improves Lead Quality
Most marketers know that they should be scoring their leads. Everyone has heard by now that companies that score their leads see lead qualification rates almost double those of competitors who don’t have a lead scoring program.
So why did more than three-quarters of respondents in a benchmarking report say they still weren’t scoring leads, and – even more startling – 61 percent were just sending all leads right to sales?
A Trial-and-Error Process
Traditional lead scoring is tricky business. Marketers must decide how they want to weigh traditional lead criteria—behavioral, demographic and firmographic data—into a scoring system that best predicts the likelihood that a lead will ultimately convert into a sales-worthy prospect.
Even with reasonably sophisticated marketing systems in place, traditional lead scoring begins with the marketer’s best estimations, a painstaking process which can be time-consuming. The method can be especially daunting for small- or mid-sized businesses. A 2013 DemandGen survey found that it took more than three months for most respondents to implement lead scoring; for many of them, the process took more than a year.
Be the First to Know With OpportunityBASE
OpportunityBASE™ merges first and third party data to deliver prioritized, sales-ready reports based on our predictive scoring algorithms. Our sophisticated process effectively streamlines months of lead nurturing at a competitive pace.
True Influence removes the guesswork and converts millions of monthly behavioral signals into meaningful insights that are delivered in sales-ready reports like this one.
We are constantly researching the B2B marketing industry and applying our predictive scoring model to millions of opportunities to ensure our clients are kept up-to-date with industry trends. Demand Gen expert Phil Branon shared his insight into predictive lead scoring. He also discussed the lead generation triage: Audience, messaging and timing.
First- and Third-Party Data Advantage
Typically, Predictive Lead Scoring tools connect to CRM systems to pull in opportunity, contact, and activity history data. They then match your leads to premium data sources and public databases, and provide a lead score based on the buying signals they are able to identify. These scores can loop back into your CRM system for use in campaign planning and segmentation.
As you might expect, these systems keep “learning” and modifying their scoring model, based on all available data. And they can include human feedback loops, by which the marketing team can say “find us more leads like these” and accelerate the system’s learning process.
Forecast Tomorrow’s Buying Patterns
With OpportunityBASE and its Predictive Lead Scoring, the tedium and guesswork that have prevented many marketing teams from passing content over to the sales team are dilemmas of the past. Our “big data” technology promises to find buying patterns that are a valuable tool for your marketing staff.
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