HOW TO BUILD A

LEAD SCORINGPROGRAM

LEAD SCORINGSAMPLE HIERARCHY

WHY LEAD SCORING

BOOST LEAD SCORINGWITH INTERACTIVE CONTENT

GET STARTED WITH CLEAN DATA

Clean, protect and enhance your marketing data.

Called sales+30 Contacted sales

via web form

+30

Attended sponsored conference

session

+20+20

Expressed product need/preference

via SnapApp content

+15Installed a free app

Downloaded decision-stage

content

+10

+05Visited pricing

page on website

+05Mentioned

us on Twitter

+05Came by

conference booth

Unsubscribed from email list

-05

+05Signed up

for the blog

+01 Visited any site page

Downloaded awareness-stage eBook

+05

0 LEAD SCORE =No engagement at all. That’s usually a sign of

either no interest or bad data, such as the wrong email address

QUICKLY RISING LEAD SCORE =Indicates an immediate

handoff to Sales

SLOWLY ASCENDINGLEAD SCORE =

Signals promising Leads that might respond to the

right promotional offer

NEARLY MAXEDOR MAXED ALL

POINTS =Handoff to Sales

SCORINGINDICATORS

Even the most organized lead scoring program is doomed to fail without clean, quality data. Dirty data lives within your existing database, and will continue to infiltrate your system as your contact data changes. However, with knowledge, planning and technology, you can clean your existing data, and ensure the new data coming in is clean as well.

of buyers say they will provide detailed information in exchange for a white paper. With interactive content, the whole experience yields detailed information, which the user willingly shares.

68%

58%

37% 44%

of marketers cite shortage of

data on which leads to nurture as their biggest challenge

of marketers include 5 or

more touches in a lead nurture

campaign

of successful marketers cite lead scoring based on content

& engagement as most responsible for improving

revenue contribution

&

Interactive content converts 2x better than static content

11% ONLY

Interactive Content Just Works Better

Better calls to action that deliver higher click-throughs and

conversions

2-3x increase in lead conversion rates in comparison to lead- gated static content

Better data for lead scoring and faster

MQL creation drives opportunity pipeline

50% of marketers say the quality of their email database inhibits successful marketing.

Industry estimates show that data

decays at a rate of

25% to 30% per year.

of leads in the average B2B contact database

are obsolete.

50%Over

1

118413610

15

217

319 7 16 6 13 9 12

520

<25%44% 32%

of marketers are doing lead scoring

say their lead scoring programs are ineffective

of leads are sales ready, so nurturing

and scoring is critical2015 State of

Marketing Survey

“A solid lead scoring approach not only helps to rank prospects against one another, but can smooth the lead flow and serve as the baseline for building a range of business rules that include ownership, role & activities.”

SiriusDecisions, What’s the Score

Scoring and nurturing leads can be a challenge without engaging content. Use interactive experiences like polls, quizzes, and calculators to collect valuable data and reach out to your audience more often with content tied directly to their buyer’s journey.

Ready to build your lead scoring program?While there are many ways to go about it, here’s

one lead scoring hierarchy to get you on your way.

of participants in a DemandMetric study cited "content doesn't create opportunities for interaction & engagement" as their most frequently encountered problem with content marketing.