Traditional lead scoring takes into account a variety of predetermined factors that help in qualifying a leads propensity to purchase. Savvy businesses will likely have established scoring criteria that includes a combination of demographic attributes, lead source and estimated budget.
So, what’s wrong with this strategy? The “behavioral attributes” used by traditional lead scoring models are focused on the top of the funnel. But, today’s B2B buyer journey is more complex, non-linear and circular than ever before.
In this guide, you’ll learn why traditional lead scoring is failing, and what you can do to take advantage of this situation.