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BizReport : White Papers : Sales & Marketing

Demystifying Predictive Lead Scoring

As B2B marketers, we know that lead scoring is a valuable method to identify the leads that are most valuable to our organization.

Yet, most of us do not know whether, or to what extent, lead scores correspond to lead conversion through the demand waterfall or sales funnel. This is because most of the lead scoring models that we set up in our marketing automation platforms are based on gut instinct, intuition, and guesswork.

Enter predictive lead scoring. You’ve heard it mentioned amongst your peers, talked about at marketing conferences, and perhaps even read some blog posts about it. But what exactly is predictive lead scoring, how does it differ from “traditional” lead scoring, and why should you care?

In this webinar replay, you will learn:

  • What predictive (anything) really means
  • Why current lead scoring models may not be enough
  • How statistics enable insight and prediction
  • How predictive lead scoring improves lead quality

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