marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

marketingIO’s Outsourcing delivers the vetted talent you need under your complete management and control. 

marketingIO bridges the gap between your MarTech and your in-house experience. 

Dark marketing clouds ahead? Let us help you see clearly. Contact us.

iNeoMarketing’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how.

iNeoMarketing.com bridges the gap between your MarTech and your in-house experience. Contact us.

iNeoMarketing’s Outsourcing delivers the vetted talent you need under your complete management and control. Contact us to see how.

Predictive Analytics is the next step in Marketing Automation. Contact us to see how.

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

► Receive a FREE daily summary of The Marketing Technology Alert ◄

► Receive a FREE daily summary of The Marketing Technology Alert ◄

► Receive a FREE daily summary of The Marketing Technology Alert ◄

"We’re using Lattice predictive scores to uncover a new bucket of marketing qualified leads (MQLs). This allows us to continue passing “traditional MQLs” (determined the old-fashioned way using traditional lead scoring) and test a new segment of leads that are deemed qualified due to high predictive scores. This new bucket, which we deemed PQLs or “Predictive Qualified Leads” have high scores for buyer fit (typically account level indicators) but they may not be particularly (or even slightly) engaged.

˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅

Receive a FREE daily summary

of The Marketing Technology Alert.

Subscribe here: goo.gl/xSjgGT 

(your privacy is protected).

˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄

During our initial roll out, we’re testing this new cohort blindly with our sales team. We still pass our traditional MQLs but we now also pass PQLs that meet a high threshold for predictive score. Our SDR team calls each segment according to the same cadence and SLAs, which should yield some very accurate conversion comparison data. We’ll share the results in a future blog post.

The lesson here for me is that marketers need not abandon their activity-based scoring if they feel like it’s working for them. Test it! See how the lead buckets compare."

One of the most frequently asked question I hear is: How does predictive lead scoring work with your traditional, existing lead scoring? If you already have lead scoring built into your marketing automation, does predictive lead scoring negate it, or work side by side?

The answer is simple: predictive lead scoring enhances your demand generation funnel and works alongside your existing lead scoring. Traditional scoring is very good at highlighting a prospect’s interest level in your product and willingness to talk to sales, while predictive lead scoring is very good at identifying the ideal candidates for your product.

Think of your traditional lead score as the “activity” fit – the lead’s activities suggest a propensity to become a customer – and predictive score as their “demographic” fit – the lead’s fingerprint matches those of your existing customers. Leads that exhibit high levels of activity but have a low predictive score have a far lower propensity to purchase from you. Leads with a high predictive score, regardless of their activity score, still have a higher propensity to purchase from you.

__________________

► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).