Quality Over Quantity in Lead- and Conversion-Scoring

Optimization is not a goal, but a pathway for achieving a goal. Marketers optimize for easily identifiable metrics within dashboards, such as lower cost per click and higher volume of leads. Quality is an added data point that affects not only campaigns but also the quality of leads, collaboration between sales and marketing teams, and customer experience. Scoring is a solution marketers can use that optimizes quality over traditional, simple metrics.

Scoring ranks prospects and activities to transfer a lead from Marketing to Sales. It also categorizes audiences based on solid data generation, making decision-making more methodical and precise. Scoring assists in determining the next steps on the customer journey, whether the prospect is ready to buy or needs additional time or more information.

To establish a scoring system, follow what makes marketing so effective: knowing the core audience and setting goals. Collect necessary information and data from surveying and interviewing customers, and align the scoring system with the team's goals. Forge a foundation for lead-scoring by gathering insight and data to make high-quality lead-scoring the centerpiece of fostering active customer engagement.