How do you turn contacts into customers for life? You focus marketing and sales efforts on qualified, interested prospects, tailoring communication to their stage in the buying cycle. Lead scoring is what will help you determine which leads are qualified and sales-ready. It will also help you better personalize and target content around prospect engagement. This guide explores how to begin using lead scoring by building your own lead scoring model inside a marketing automation platform.

What’s covered:

  • How lead scoring works
  • Questions to ask during the lead scoring planning stages
  • The types of behaviors and attributes that can and should be scored
  • How to assign the right values
  • lead scoring best practices
  • And so much more!