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How Are B2B Marketers Scoring Leads? [Infographic]

by Verónica Jarski  |  
November 4, 2014

Most B2B marketers (58%) say they use lead scoring as a general way to make their marketing efforts more effective, according to the following infographic by Lead Lizard.

Most marketers also say they use just one lead scoring program, and "very few marketers use more than four leading score models," Lead Lizard states.

What criteria are B2B marketers using for lead scoring?

Some 32% of respondent marketers say they score leads based on fit and interest.

And 24% of respondents say they send everything to sales and let them cherry-pick.

To find more about lead scoring, check out the following infographic based on an Eloqua Topliners Community poll:

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Veronica Jarski is the Opinions editor and a senior writer at MarketingProfs. She can be reached at

Twitter: @Veronica_Jarski

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  • by Ashley Gelineau Tue Nov 4, 2014 via web

    Great post - I really love this infographic. I can't agree enough with the point on knowing your most valuable assets.

    We actually use LinkedIn groups a lot to target B2B companies with appropriate content and get leads. We find that a large portion of our site traffic and conversions come form there. It happens so often that we wrote an eBook about it that has tips and tricks that everyone in the B2B space could benefit from.

    Keep up the good work!


  • by Suraj Wed Nov 12, 2014 via web

    Excellent infographic. A great insight into how prospects can be converted to leads. The numbers indicate that there is still room for improvement and that marketers are missing out without adoption of lead scoring techniques. Couldn’t agree more about the marketing/sales alignment. The relationship has to be a symbiotic one.

  • by @JamesC_Rogers Wed Nov 12, 2014 via web

    Great Infographic! One thing that seems to be missing is the importance of data! Breadth and quality of data empowers the scoring! I can't wait for Infographic #2 on Lead Lifecycle and #3 on Lead Nurturing!

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