Every B2B marketer knows that leads need to be nurtured and kept warm so they continue to engage with the business until they are ready to make a purchase. What every marketer might not know is that it is just as important to understand which leads to prioritize and keep warm as it is to nurture them with a marketing campaign.
A good way to assess and qualify leads is by scoring them. Lead scoring is a shared sales and marketing methodology that can help rank potential customers on multiple factors, including the interest they show in products, their current place in the buying cycle and their fit within a targeted buyer persona.