Lead Scoring: A Leading Priority for Marketers

by Lisa Cramer

Published on June 10, 2008

Tags: Lead Generation, Lead Nurturing, Lead Quality, Lead Scoring

Today, leads flow to Marketing from ever-increasing online sources—email campaigns, the company Web site, Google AdWords and Google searches, webinars, online advertising, blogs, and virtual trade shows—as well as from traditional marketing activities such as print ads, direct mail, tradeshows, and networking.

The sheer volume of leads, or "suspects," can be overwhelming. How does Marketing prioritize all these suspects and determine which ones to...

Send immediately to Sales
Move to telemarketing for qualification and appointment setting
Keep and nurture with e-newsletters, surveys, and other marketing activities
Set aside for another day

Spreadsheets and calculators simply will not do. Marketers do not have time to crunch numbers as well as craft innovative campaigns with compelling messages and eye-catching images.

A robust database and campaign-management application helps Marketing score every interaction by every lead, online, and offline, and prioritize leads automatically for appropriate next steps.

Scoring Guides Marketing Action

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Lisa Cramer is president and co-founder of LeadLife Solutions, a provider of an on-demand lead-management solution.

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