When Hot's Not: Lead Scoring for Better Results

A comprehensive lead-scoring model can deliver considerable benefits to B2B marketers, enabling you to classify leads--routing qualified leads to sales and nurturing under-qualified leads until they're ready to buy. To develop a quality lead-scoring model, you'll need to work with sales to define terminology and create a system that ensures sales gets hot leads, ready to be worked. Learn how to:

• Implement a good lead-scoring model
• Collect the data needed to tally an accurate lead score
• Align sales and marketing to drive revenue growth
• Measure results and fine-tune for success

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