For most people starting out with inbound marketing, getting enough new leads into the funnel is the primary objective.
However, after acquiring a substantial number of leads, you need to sort them out into two buckets – those that are truly interested in your product, and those who are merely bird watching.
For marketers, the ability to differentiate between these two types of prospects is vital. It’s the difference between success and failure.
But the picking is not quite that easy. Which is why marketers have come up with a working model that skims the crowd.
It’s called lead scoring.