Predictive lead scoring can identify the leads that will place the greatest value on your solution – and pay the highest price.
Value, the difference between the benefit that a customer receives and the total cost to achieve that benefit, is central to solution marketing. But value is also closely tied to lead scoring as well, with major implications for your company’s revenue and profitability. As I recently wrote in SearchCRM,
A lead score predicts the likelihood that a given lead will ultimately convert into a closed deal. The higher the score, the more likely that a lead will turn into a sale. The score may incorporate predictors such as the lead’s current challenges and technologies, the presence of an active and budgeted project, selected demographic/firmographic data, and even frequency of activity.