Modern Marketing Blog

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To Score or Not to Score: How Does Your Lead Scoring Strategy Stack Up?

Sunday, July 28, 2013

Author: Jody Mooney

Given that Marketing Sherpa estimates that 79% of marketers have not yet established lead scoring, we thought it would be interesting to see how Eloqua’s modern marketers stack up against the rest of their peers.

What did we find?  Modern marketers are ahead of the curve!   And just as important is that the data shows us that lead scoring isn’t just for the “big” guys.  Smaller marketing organizations are not only relying on lead scoring to help them qualify and prioritize leads that are being passed to their sales teams, they’re embracing lead scoring at a stronger pace.


So why does it matter? Eloqua has found that organizations that use lead scoring increase their close rates by 30%, increase their revenues by 18%, and revenue per deal increases by 17%.  These marketers are using buyers’ online behavior AND demographic data to determine if a lead is a good fit before they pass it to sales. Improving lead quality and reducing some of the tension between sales and marketing, they are using technology to only pass the leads that are more likely to result in a closed opportunity over to sales.

So, ready to start scoring your leads? Check out Eloqua’s Grande Guide to Lead Scoring for tips on how to get started.

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