Lead Generation For Dummies
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When marketers rank leads to determine the lead's sales-readiness, they use a method called lead scoring. Two types of lead scoring: explicit (fit) and implicit (interest) scoring are particularly important for most marketers.

Explicit scoring data is created from observable or collected information via an online form. This type of scoring takes into account demographic, firmographic, and BANT (budget, authority, need, and time) scoring criteria that you determined with sales early on in your lead-generation process. Depending on the importance of each factor, you can establish varying scores for each criterion.

Here are some common explicit score changers to think about for a lead:

  • Title and role

  • Role in the decision process

  • Years of experience

  • Degrees received

  • Company

  • Number of employees

  • Revenue growth

  • Location

  • Industry

  • Budget

  • Timeframe

Implicit scoring consists of tracking various behaviors to determine buying intent. Implicit scoring can also consist of inferred data such as IP addresses and so on. With implicit scores, you want to score the activity based on the value it has to purchasing.

Here are some common implicit score changers to think about for a lead:

  • Attended a tradeshow

  • Attended a webinar

  • Downloaded an ebook or content asset

  • Subscribed to the blog or email list

  • Visited a product/service page

  • Visited a pricing page

  • Filled out a form

  • Searched for company name

  • Liked or followed your company on a social channel

About This Article

This article is from the book:

About the book author:

Dayna Rothman is the senior content marketing manager at Marketo, a leader in the marketing automation space. Dayna leads content creation and strategy at Marketo and is the managing editor for the Marketo blog, which receives more than 400,000 unique visitors per year. Dayna has also been featured as one of the top 25 content marketers to watch according to Kapost, and one of the top 50 content marketing influencers according to Onalytica.

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