TL;DR Lead scoring is foundational to any personalized marketing program but often falls short due to data challenges. It is also time-consuming, costly, and inflexible to the changing needs of your business. Learn how to implement lead scoring and gain sales adoption in just a few weeks, rather than months.
Lead scoring & Marketing Automation Platforms (MAPs)
Lead scoring, often accomplished with a MAP, is meant to provide a foundation for marketers like you to deliver personalized buying experiences. As a way to prioritize leads for sales teams, enable reps to send more personalized outreach, and fuel segmentation for marketing campaigns, MAPs assign a letter or number value to each lead through a point-based scoring system. And while MAPs promise this automation as a way to drive personalization at scale, it is difficult to achieve due to messy data that is not easily usable.
Why is lead scoring so challenging?
Lead scoring can be a headache and ultimately make your life as a MOps pro more difficult because it is:
Gain time back & deliver better results
We help connect disparate data systems, stitch together critical demographic and behavioral data from a wide variety of data points, and provide lead and account scores rooted in historical conversion data.
With MadKudu you can be up and running with intelligent and predictive scoring in a month or less. Your predictive model generates scores so you don’t have to, saving you critical time in your day. However, you have full access to MadKudu’s data science studio allowing you as the marketing ops pro to own as much of the process as you want.
And, you can adapt quickly to your business needs as they change. If you enter a new market or start offering a free trial, for example, you can incorporate those changes into your scoring. With data-backed scores, you’ll be armed with critical insights that will allow you to easily optimize and iterate on programs. And, your sales and marketing teams will be effective in delivering more relevant customer experiences to the customers who matter most.
You shouldn’t have to spend countless hours building, explaining, and instrumenting a scoring system that can become obsolete as the business changes and determining the efficacy of your scoring shouldn’t be difficult. As a marketing ops professional, your time is valuable and should be spent getting to the core business use case — how do we use data to surface insights, iterate, and improve on personalizing the customer journey?
While using one lead grade may work for some companies, it typically ignores the critical nuances necessary to drive the right business outcomes. Read more to learn why having separate behavioral and demographic scores better supports the complexities of most B2B organizations.Read Story
Lead scoring is foundational to any personalized marketing program but often falls short due to data challenges. It is also time-consuming, costly, and inflexible to the changing needs of your business. Learn how to implement lead scoring and gain sales adoption in just a few weeks, rather than months.Read Story
Your ideal customer profile can be determined through analysis, which is used to prioritize leads. Want to learn more? Read on here.Read Story