Marketing functions can benefit from Vainu’s data in both Account and Lead Scoring practices.
If you think of selling vacuum cleaners door-to-door, you probably want to target on families with pets, a couple of children and stable economic situation. Instead of knocking on the doors of an endless amount of students and seniors living alone, wouldn't you want to rather spot those ideal big households? Or even better; find the consumers that own an old vacuum cleaner nearing the end of its lifecycle. When you have a lot of leads in your sales funnel or when you're pressed for time, it's crucial to be able to sort the best, most qualified leads, thus increase efficiency.
What is Account and Lead Scoring?
Marketing functions can benefit from Vainu’s data in both Account Scoring and Lead Scoring practices. Variables used in account scoring can affect lead scoring and, concurrently, variables used in lead scoring can affect account scoring. In both account scoring and lead scoring, you must decide which factors will increase the likelihood of a prospect to turn into your customer and then these attributes should be weighted more heavily. Vainu is a powerful tool for creating this kind of a value system.
Lead scoring ranks contacts in order based on their likelihood to become a customer. In Lead Scoring, you want to prioritize your most qualified leads and you can do that by attaching values to each of your lead based on their professional information and the behavior they’ve exhibited on your website.
Account scoring ranks organizations' in order based on their likelihood to become a customer. Account Scoring takes into account account-level data points and the various roles involved in making a purchase decision, providing further account intelligence.
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