Web Analytics: The Secret Ingredient in Lead Scoring

By: Analytics – The Daily Egg

Lead scoring is the ultimate conversion optimization hack: if you want to make sure leads get delivered to your sales team on time and that they’re truly qualified, you need to standardize the conditions of the hand-off. Call it automated quality assurance. A high score means prospects are very interested and intend to buy; a low score means they aren’t. Simple, right? If you’ve done any work with lead scoring, you know that isn’t true. B2B marketers constantly test and adjust their scoring criteria as they learn more about the buying process and what factors correlate with higher conversion rates….
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