Networking

E-Marketing Strategies For The Complex Sale

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Executive Summary

One of the really cool things about marketing automation technology is the ability to score engagement levels to help one see where prospects are in their buying process. A prospect's score also can help one learn their interests so that one can assign them to a relevant campaign or nurturing track. Only 5 to 15 percent of the prospects marketing generates are ready for sales conversations.1 Lead scoring helps marketing to increase the quality of its presales interactions, pulling buyers farther through their buying process. Scoring also helps one to work with the sales team to define and agree on the actions that trigger a handoff.

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