The advent of marketing automation software has provided countless advantages to the marketing processes of companies that use it. One of marketing automation's biggest benefits is lead scoring. Marketers now have a much more precise way to measure the warmth of leads before passing them to Sales, thereby increasing conversion rates.

But lead scoring is still one area of marketing automation implementation that has a lot of marketers stuck. Here are three ways to smooth out the scoring process—and use it to boost conversion rates.

1. Decipher between 'interest' and 'need'

So, what exactly is the purpose of scoring leads?

Lead scoring is designed to first judge the interest level of prospects and then prioritize those leads. But what constitutes being "interested"? That's a harder question to answer; in fact, every person in an organization could answer differently.

"Interest" is not something that can be judged by taking a one-dimensional look at demographics. Interest is a combination of many elements built around another dimension that seems to get left out of the mix: the notion of need.

Need is the hardest element to measure, and it requires that marketers look deeper than the outer, demographic layer of their buyers. For that reason, you should start any lead-scoring exercise with the buyer persona-establishment process.

After all, people are just people... and they buy because of the same basic needs we all have. Those basic needs are supported by our individual personalities.

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image of Justin Gray

Justin Gray is the CEO of LeadMD. He founded the company with a vision to transform marketing via the use of marketing automation and CRM solutions. Reach him via

Twitter: @jgraymatter