How To Report

The New Basics Of Individual Interest Scoring (Lead Scoring)

January 12th, 2021

Summary

Scoring candidates and customers is a critical step in prioritizing B2B buyers or buying groups for human outreach. However, scoring should be used as a prioritization mechanism for which buying groups are ready for human interaction and is not considered a qualifying activity since humans are needed to qualify opportunities. In this report, we describe six meaningful interactions B2B marketers should incorporate into their scoring models and five strategic considerations for building or refining an individual scoring model.

Want to read the full report?

This report is not available for purchase at this time.

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.