Marketers have come to see ourselves as lead-generation machines — overlooking our critical role as custodians of every stage of the consumers' journey to purchase. Lead intelligence gives us a more comprehensive view of each prospect.
Engagement-based lead scoring is critical to that streamlined lead-to-close flow. While marketing campaigns like white papers or trade shows are great at generating leads, it's impossible to determine the quality of those leads based on that interaction alone. Webinars, on the other hand, gather both demographic data and behavioral data, which makes it possible to score a lead after a single event.
Instead of 'more leads,' marketers need to adopt a philosophy of better leads. By taking advantage of webinars and their power to round out demographic data with rich behavioral data, we'll be able to deliver leads that convert at a much higher rate. That way we can identify the best leads in the bunch, and that will lead to more business.
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