With predictive technologies evolving so rapidly, it’s a common mistake to put lead scoring, predictive lead scoring and predictive intelligence in the same bucket.
Let’s review the differences.
- Lead scoring is a method by which to rank or prioritize existing prospects and leads in marketing automation programs for the purposes of fast-tracking those leads to sales. Lead scoring ranks prospects based on the perceived value of each lead’s characteristics (company size or title) or activities of value (downloads, email clicks). This rank score then informs which leads require which actions—i.e., who should sales call first? However, as Jill Rowley, Founder, #SocialSelling, pointed out at Dreamforce, lead scoring can cause sales and marketing misalignment. With lead scoring, marketers may think they can score a lead accurately based on subjective attributes, but when sales goes to call on those priority leads, the contact or company isn’t ready to buy.
- Predictive lead scoring takes basic lead scoring one step further using more data to sort out which leads should get routed to sales based on past sales history and ideal customer profile. Predictive lead scoring solutions leverage known attributes from existing leads within CRM and marketing automation and then tie in other demographic and firmographic info (company size, revenues) to provide a score. While these solutions can provide a data-driven score, they are limited by their inability to take into account whether a lead is actually in market to buy and where exactly they are in the funnel.
- Predictive intelligence, by contrast, identifies accounts and contacts that are in-market-to-buy, not just ones that look like buyers. By combing the B2B web and tapping into intent, behavioral data, predictive intelligence searches for and identifies prospects exhibiting signs of buying your products. In this way, predictive intelligence differentiates itself from lead scoring. Rather than solely prioritizing your existing leads, it unearths net-new companies and net-new prospects that are highly likely to buy from you. The bottom line? Predictive intelligence uncovers new prospects in-market-to-buy.
Want to learn more about how lead scoring and predictive intelligence are distinct spaces? Watch industry pros Jill Rowley and 6sense CEO Amanda Kahlow compare notes in: “Lead Scoring & Predictive Intelligence: What’s The Difference?”
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