Terms like “conversion rate optimization” and “behavioral tracking” sound more like a science experiment than a marketing initiative to many marketing executives. Traditionally more focused on strategy vs. operations and analytics, many marketers are still intimidated by the thought of introducing new technology into their company.
Lead scoring is one of the most overlooked aspects of many marketing automation campaigns. But don’t be mislead, lead scoring is one of the most critical activities to ensure that you are generating buyer ready leads vs. leads who are still engaged in the research phase. Before we delve into the details of what it is, how you do it and why it is so important, let’s attempt to define what lead scoring is.