Lead Scoring: What Is It & How Does It Work?

May 30, 2018 Jeff Meola

Lead scoring can increase marketing ROI by optimizing lead providers and sources, establishing custom rejection rules, payment structures tied to lead quality and prioritizing lead management based on propensity to convert.

In the past, lead scoring models were expensive and the models were time intensive to create. But newer scoring models have reduced the cost and time investment, making lead scoring more accessible to marketers.

What Is Lead Scoring?

Lead scoring is a methodology that ranks prospects against a scale of representative values. Based on custom scoring models, leads are evaluated against data points demonstrative of attributes that have been identified to signal lead quality.

A score is assigned and appended to each lead to indicate the likelihood of that lead to reach the targeted key performance indicator (KPI) for the campaign.

What Is the Purpose of Lead Scoring?

Lead scoring, combined with marketing automation software such as Sparkroom performance marketing technology, allows you to develop efficiency-focused marketing strategies and tactics.

Click here for the on-demand webinar to learn more:

Lead Scoring: The Path to Efficient Marketing and Sales
Presented by Digital Media Solutions (DMS) Consumer Insights & Marketing Analytics Director, Jeff Meola

Lead Scoring Can Boost Marketing ROI

Brands with metrics-based objectives, such as lowering the cost per acquisition, should evaluate lead scoring as a solution to gain marketing efficiency. In fact, a DMS client recently boosted its average conversion rate by 12.1% during the five months after implementing a new lead scoring strategy.

Lead scoring is a flexible, adaptive service that can support a wide array of marketing strategies, including the evaluation of any prospect or conversion metric. Lead scoring models can even be developed and deployed to evaluate longer-term KPIs related to retention or lifetime value.

If the goal is marketing or sales efficiency, lead scoring may be the answer.

Click here to download your free copy of our new lead scoring whitepaper:

Lead Scoring: What Scoring Is, Why Scoring Works & How Scoring Can Boost Conversion Rates

In addition to a case study that demonstrates the potential for enhanced ROI with lead scoring, the new lead scoring whitepaper answers the following questions:

What Is Lead Scoring?
What Is the Purpose of Lead Scoring?
How Are Lead Scoring Models Developed?
How Can You Confirm a Lead Scoring System Is Working?
How Can Brands Maximize Their Lead Scoring Efforts?

Fill out the form below to download Lead Scoring: What Scoring Is, Why Scoring Works & How Scoring Can Boost Conversion Rates.

About the Author

Jeff Meola is the Consumer Insights & Marketing Analytics Director at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.
Follow on Linkedin Visit Website More Content by Jeff Meola

Prices Climb High But Home Sales Dip in Q1 2018

Prices Climb High But Home Sales Dip in Q1 2018. This month, the National Association of Realtors (NAR) rel...

Facebook in 2018: 3 Reasons Facebook Is Still in the Hot Seat

Facebook can’t catch a break. In May, personality data for 3 million users was made public while facial rec...

Return to Home

It’s your journey. Visualize your victory.

Lead Scoring: What Is It & How Does It Work?

What Is Lead Scoring?

What Is the Purpose of Lead Scoring?

Lead Scoring Can Boost Marketing ROI

Fill out the form below to download Lead Scoring: What Scoring Is, Why Scoring Works & How Scoring Can Boost Conversion Rates.

About the Author

Previous Article

Next Article

Lead Scoring: What Is It & How Does It Work?

What Is Lead Scoring?

What Is the Purpose of Lead Scoring?

Lead Scoring Can Boost Marketing ROI

Fill out the form below to download Lead Scoring: What Scoring Is, Why Scoring Works & How Scoring Can Boost Conversion Rates.

About the Author

Previous Article

Next Article

Most Recent Articles

Smart home products are consumers’ best friends, making everything from home monitoring to music streaming easier. The smart home market is expected to grow nearly 27% this year.

As nonprofit email marketing trends shift, nonprofit marketers must stay aware of these changes so they can appropriately adjust campaigns to better reach constituents and optimize revenue potential.

Mobile shopping is on the rise. As consumers switch from desktops to smartphones for retail purchases, mobile shopping sees a significant increase.

As concerns about plastics and post-consumer waste rise among consumers, many brands are looking for packaging and recycling solutions to meet the increased interest.

Google Maps is potentially adding ads to its platform to monetize the service.

In 2008, Barack Obama’s historical campaign for president broke fundraising records, embraced a massive digital outreach and changed political campaigning forever.

Hispanic homeownership has significantly increased over the past decade, resulting in a total increase of more than 1.5 million Hispanic homeowners added to the U.S. housing market.

Almost all successful marketing partnerships are built to achieve balanced objectives for both sides of the equation.

An extension of the Google News Initiative, the Local Experiments Project partners with McClatchy publishing to provide innovative, digital access to local news.

As attendance ebbs and flows at major league baseball (MLB) games, ball clubs are implementing new ticket sales strategies to attract more fans.

Disney has bid the Vault adieu and is introducing Disney+, the brand’s first streaming service. Disney+ will host more than 500 movies and 7,000 episodes of iconic TV shows.

70% of insurance websites don’t communicate with the average consumer due to complex sentence structure and language. Here are five tips to simplify language and engage with ideal consumers.

Audi aims to come to the forefront of the luxury vehicle market, as the brand enlists the aid of econometrics to compete against car giants like Mercedes-Benz and Lexus.

Pandora is beginning to test their voice-activated ads that allow for more consumer engagement.

While Snapchat’s active user count is no longer growing, the social media app is taking on new ways to expand the business.

85% of consumers under 35 years old are planning to celebrate Easter this year, so many brands are leveraging the holiday to promote their must-have products.

Arby’s partnered with King’s Hawaiian to create three new Hawaiian-themed menu options. The strategic partnership offers consumers the opportunity for a trip to Honolulu, Hawaii.

Search optimization and capitalizing on micro-moments can be the answer to targeting customers for lawn care and other specialty services.

Boise State launched a subscription-payment service for tuition, offering an example of innovative positioning other institutions can model.

For almost half of the states across the U.S., the most popular car makes are Chevrolet, Dodge, Ford, Nissan and Toyota, according to data from Digital Media Solutions.