Gartner Research

Predictive Lead Scoring Yields Significant ROI for B2B Marketers

Published: 09 May 2016

ID: G00306903

Analyst(s): Adam Sarner

Summary

Predictive lead scoring is now a "must-have" for B2B marketing leaders with high lead volumes from multiple marketing channels. Even marketers with lower lead volumes, however, can cost-effectively improve conversion rates and pipeline contribution over traditional scoring methods alone.

Table Of Contents

Introduction

Analysis

  • Predictive Lead Scoring Gets Results
  • Engage Sales Constituents Early to Maximize Success
    • Filter and Prioritize the Best Leads Based on Fit
    • Use Intent as an Additional Scoring Dimension
    • Improve Conversion Rates for More Modest Lead Volumes
  • Summary

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