Published: 09 September 2022
With the variety of go-to-market strategies being used by technology providers, the traditional lead-scoring model designed to generate MQLs is not always the right choice to surface buyer intent. Product marketers should use this research to learn how to change ineffective lead-scoring programs.
Organizations focused on achieving revenue targets through the cross-selling and upselling of products and services to existing customers have low adoption of traditional lead-scoring programs.
Account-based marketing (ABM) programs require an account view of contact engagement and buyer persona activity to know if the right engagement is being achieved. Contact scoring delivers siloed insights to the account teams, leading to confusion and poor adoption of the program from sales staff.
Organizations leaning toward product-led growth (PLG) tend to collect product usage details to predict buying intent. However, product usage data is a challenge for marketers to source and then use
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