Every lead is unique! So unique, in fact, that MarketingSherpa cites that 73% of all B2B leads aren’t sales-ready and don’t convert. So understanding your prospects’ interests and behaviors is crucial.

You could have tons of leads, but failing to prioritize these leads based on trackable intent metrics wastes valuable time and resources while also causing you to miss out on the best opportunities. Lead scoring enables your Marketing and Sales teams to prioritize and identify which individuals are primed for outreach and which ones require more nurturing.

In this step-by-step webinar workshop you'll learn how to:
• Adopt best practices for lead scoring
• Define your ideal buyer profile
• Assign point values that correspond to specific buyer behaviors
• Implement your lead scoring program in 5 simple steps

Whether you already have a lead scoring program or are just getting started, this webinar will demonstrate how to go beyond the lead to promote growth by acting on data that drives your marketing and sales initiatives.

Sponsored by:

Chief Marketer
Kevin Eskew, Director of Marketing Operations, Act-On Software
With over 20 years experience leading multi-channel marketing operations, Kevin Eskew is currently the Director of Marketing Operations at Act-On Software. He strives to develop effective and measurable strategies that drive revenue growth and increase customer acquisition. With a passion and deep understanding of both technology and marketing, Kevin loves to marry the two in pursuit of “building a better mousetrap”. He’s a self-described “data nerd” and “technology enthusiast” that loves to plan, build, and share all things marketing.
Rebecca Fischer, Marketing Campaign Coordinator, Act-On Software
Rebecca Fischer is the Marketing Campaign Coordinator at Act-On Software. She has found a passion in driving engagement using innovative demand generation tactics that provide real business value. She enjoys challenging the status quo and always seeks to learn whenever she can. As a marketer, she believes that combining creativity with marketing automation is a powerful way to drive multi-channel campaign performance.
Kaylee Hultgren, Group Content Manager, Chief Marketer/Event Marketer
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