Predictive Lead Scoring: A Necessary Supplement to Account-Based Marketing

Marketing’s job as a lead generation engine has changed. It’s no longer good enough to provide sales with just any leads; providing ultra-qualified leads that are sales-ready is now the imperative. Models based on past behavior and engagement help marketers more effectively qualify leads, but even these traditional engagement-driven models have become unreliable in a world of ever-changing and complex buying situations. Marketing and sales are at a constant tug of war, pulling against each other when in reality both teams want the same thing: quality leads that have a high propensity to buy. A recent report from Gartner indicates that more and more companies are utilizing predictive technologies to combat this problem, specifically through predictive lead scoring. Predictive lead scoring combines traditional data models from lead management and marketing automation systems and combines them with third-party and proprietary data systems, ultimately helping companies see higher conversion rates with more targeted, sales-ready leads.