TARGUSinfo Lead Scoring Summit: Recap

Whether or not you have been hiding under the proverbial lead generation rock you have redoubtably heard the buzz around lead scoring. If your a direct response veteran you know how important lead scoring is to the success of performance based campaigns. Over the last 2-3 years lead scoring in the lead gen space has become the number one buzz phrase used at every conference and networking event and for good reason. Lead scoring adds uber insight into your lead generation campaigns and can drive serious levels of optimization and customization. In the minds of lead buyers across the world the questions still persists: “Is lead scoring right for my company?”

At this point you’re expecting me to give you the magical answer, yes! However, instead I am going to be completely, 100% honest with you – I have no idea. I think we can all understand that each buyer needs to closely evaluate how lead scoring could benefit their operations to be able to answer that question appropriately. The first step for buyers is to determine what questions are they looking to have answered by lead scoring. Answering this question will get you on the right path to deciding whether or not lead scoring is right for your company.

Last week I had the pleasure of traveling to the wonderful town of New Orleans to attend TARGUSinfo’s Lead Scoring Summit. The intimate conference is an excellent conference to get the lowdown on all levels of lead scoring. Whether your a newbie or a lead scoring pro you can rub elbows with the best and pick up tips and tricks that will push your lead scoring strategies to the next level. What was refreshing about the show is that I got a chance to hear all points of view. One session included a school that implemented lead scoring a year ago and was still struggling to make work. There was not coverup agenda in place to say that lead scoring is easy. In fact, it’s hard and companies should be serious about the investment of time and resources that it takes for lead scoring to reap the intended benefits. On the other hand I spoke with a number of buyers that saw clear benefits as soon as they implemented scoring. From being able to optimize their lead buying efforts to targeting the right demographic and geographic segments they were able to better place their marketing dollars and effectively manage leads to a higher conversion rate. The point learned at the show is that lead scoring is not always an e-Ticket to the front of the line.

If you have questions regarding lead scoring and if it is right for you, feel free to reach out to us here at GearyPMG and will help you get pointed in the right direction.