Marketing automation platforms encourage one way to score leads. They use implicit and explicit scores, where implicit score represents activities taken by your leads and explicit relies on the exact values
in fields like title, company and demographics. But is this the best way to score leads? With all the capabilities inherent in marketing automation, why are we tied to only tracking two scoring dimensions?

Today we develop lead scoring strategies by thinking the way our sales people think, assuming certain factors mean more than others and going with those for implicit/explicit scores. We only pass leads where both scores are high enough to warrant a sales call.

Categories: Blog

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