Getting Started with Lead Scoring Best Practices Guide

Executive Summary

This Guide will help marketers score leads by showing how to set up a simple lead scoring system and then refine it over time.

Lead scoring applies mathematical formulas to rank potential customers. It is chiefly used to identify prospects that are ready for direct sales contact. Because the calculations are automatic, the scores are consistent, current, and can include more variables than any manual assessment. This saves marketers work, ensures that all qualified leads are sent to sales promptly, and keeps non-qualified leads out of the sales system.

Read this guide to learn about:

• The case for lead scoring
• Setting up a simple lead scoring system
• Refinements to improve results over time
• Companies that follow this process will quickly gain immediate benefits from lead scoring and have a solid foundation for future growth.

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