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Predictive Lead Scoring

Predictive Lead Scoring

Predictive lead scoring (PLS) is a method of prioritizing leads for marketing and sales that applies statistical algorithms to marketing automation data, salesforce automation data and third-party data in order to derive lead scores. The benefits of PLS come from three of its principal characteristics. First, PLS processes evaluate the statistical relationship between prospect attributes and behaviors and the outcomes of interest to the organization (e.g. pipeline conversions, closed sales). This results in scores that realistically rate a prospect’s potential value to the organization. In addition, PLS normally includes the evaluation of vast sets of third-party data, which may include prospect attributes, such as the prospect’s installed technologies and hiring patterns, and the prospect’s social media, syndicated content and Web research behaviors. These additional data points often help distinguish buyers that are truly in the market from those that are simply curious. A third characteristic of PLS is its ability to statistically account for the behavior of multiple individuals within a prospect organization, and to apply lead scoring at an account level. Account-level scores often more accurately depict sales opportunities than scores applied to individuals. Show less...

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