Gartner Research

Tech Go-to-Market: Predictive Lead Scoring Can Yield Significant ROI for Technology Provider Marketers, Even for Lower Lead Volumes

Published: 25 March 2016

ID: G00295382

Analyst(s): Todd Berkowitz

Summary

Predictive lead scoring is now a "must have" for B2B technology marketing leaders with high volumes of leads from inbound channels and events. But even providers with lower lead volumes can cost-effectively improve conversion rates and pipeline contribution over traditional scoring methods alone.

Table Of Contents

Introduction

Analysis

  • Predictive Lead Scoring Can Be Beneficial to Many Providers
    • With High Lead Volumes, Filter and Prioritize the Best Leads Based on Fit for SDR Follow-Up
    • Cost-Effectively Improve Conversion Rates for More Modest Lead Volumes
  • Engage Key Sales Constituents Early and Often to Maximize Success
  • Summary

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