Limited Time Offer: Save 30% on PRO with code GETRESULTS »

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Lead Scoring: A Leading Priority for Marketers

by Lisa Cramer  |  
June 10, 2008

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

Lead prioritization is a different discipline from the traditional A-B-C Sales categorization. It's more attuned to Marketing action and comprises a set of levels for suspects, leads, and Sales-ready leads.

Of course, the final action is moving a lead to Sales when a lead has attained an appropriate score threshold. Your company's specific scoring scheme will vary depending on your needs and processes. A very basic scoring scheme might look like this:

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

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

Rate this  

Overall rating

  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
6 rating(s)

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!