Our CEO and Founder, Adam Oldfield, talks through how to Think Differently about Lead Score, Nurture and its Benefits. The session covers a crucial topic for bridging the gap between marketing and sales by demystifying lead scoring and providing a clear formula for success.
Key topics covered include:
- The Lead Score Formula: How to correctly weight activity, why email opens should score zero, and why the score's primary value is as a comparative metric, not an isolated number.
- Decay and Thresholds: The importance of fixing your score's drop rate to the 30-day human memory cycle and how to use key thresholds to automate your marketing action (nurture vs. sales escalation).
- Nurture Strategy: A detailed look at the definition of nurture and why using the full Rule of Six argument is essential to care for a prospect without damaging your brand with overly aggressive tactics.
Adam covers what you can do to improve lead quality, the role of nurture, and the importance of accurate data segmentation.