Marketing Automation and Lead Scoring
Lead scoring systems have many uses. They help measure how much a customer engages with your company, giving points for each click, view, and download. They also look at a prospects individual characteristics, like his title, company industry, and BANT-based readiness, to determine how likely he is to buy. These lead scoring systems are then used in lead nurturing programs, where Marketing nurtures leads until they are determined to be Sales-ready, when they are passed onto a rep.
But problems with these typical lead programs are three-fold.
Source: Marketing Leadership Council