Lead Scoring 101
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Overview: During the last several years, Internet-enabled technology has greatly accelerated the number of leads being generated through online email campaigns, webinars, pay-per-click and landing pages. While the sheer volume of leads has increased, the quality has greatly deteriorated, creating the need for an effective system to rank, or score, leads. So the question becomes: How do we rank or score these leads so they can be translated into sales? And, for the business, another key question is: How do we nurture B and C leads?