Moving From Lead Scoring To Demand Unit Scoring

June 12th, 2018

Summary

The Demand Unit Waterfall methodology focuses on how buying centers form buying groups to research and select solutions. B2B organizations must identify individual contacts who may belong to a buying group and determine an engagement score for the group based on the characteristics and behaviors of those individuals. In this report, we explore how organizations can adapt existing lead scoring models to support the Demand Unit Waterfall, with a focus on converting buying groups from the engaged demand stage to the prioritized demand stage, when they are considered viable for qualification efforts by teleservices and sales.

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