Why Lack of Buyer Intelligence is Hurting Your Lead Scoring

Carlos is an innovative thought-leader with over 20 years’ experience as a B2B marketing practitioner and industry visionary. Carlos is widely recognized for his expertise in strategic integrated marketing, Demand Process, Demand Transformation℠ and marketing automation. DemandGen Report recently published their 2016 Lead Scoring Survey Report.  The study took a look at the effectiveness of lead scoring across 145 organizations and the results . . . well they show that some work is needed. The highlights of the report are as follows: 86% of marketers report using lead scoring as part of their demand generation strategy. Of those, 76% have an automated lead scoring approach, while 10% do it manually. Only 17% of respondents state their lead scoring is “highly effective”. 49% of respondents state their scoring either needs “some” or “significant” improvement. 64% of respondents stated that a “lack of data” is the biggest obstacle to their lead scoring. 70% of respondents stated that sales would rate “many of their leads not sales ready” after they have gone through the lead scoring process.