Engagement data is critical to understanding a prospect's interest and readiness to purchase. It provides insights into how your leads interact with your brand and indicates their position in the buyer's journey. Consider tracking engagement data from your website, newsletter, social media and events.
Demographic data is key in evaluating how well a lead aligns with your target market. Important data points to keep an eye on include job title, role, industry and geography.
Using persona information for lead scoring ensures you're focusing on leads that fit your ideal customer profile (ICP). Persona data includes journey stage, pain points, and communication preferences.
Negative scoring prevents wasting resources on leads with low potential or poor alignment with your company's products and services. Examples include job titles not relevant to sales, unengaged leads, competitors and recent closed-lost deals.
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