Lead Scoring and Personas have been hot topics in B2B marketing circles but the two are rarely connected. Most likely your personas can quickly be used to show gaps in your current lead scoring. Here are the things you need to look for.
Lead scoring and personas are popular topics in B2B marketing. However, the two are generally discussed separately.
Until B2B marketers begin talking about personas and lead scoring together they are missing an simple way to identify missed sales opportunities.
What if your objective is to deliver highly engaged leads to sales, but your persona indicates that sizable segments of your audience are not likely to engage with marketing content or even to register. Your lead scoring is excluding a valuable segment of your audience and you have the information you need to identify the issue!
Let’s look at lead scoring, personas, and the connection that needs to be made.