Lead scoring is the opposite of how customers want to be treated.
Under a lead scoring model, you try to equate a series of actions into the same level of intent as someone who announces that intent overtly.
But a blog post + webinar + email open does not equal a demo request.
Lead scoring is unnecessarily interruptive. Often, it means introducing a sales rep when the buyer is not ready to talk to have a sales conversation.
Instead, companies would be far better served to add content and educational assets to nurture prospects to help them self-announce their intent for a sales conversation.
If you bombard people who have only engaged with content in 1 and 2 above, you’re likely going to waste a lot of time from sales reps chasing leads that are simply not ready, while conversion rates plummet and sales cycles extend.
Instead, focus Sales on categories 4 and 5 above and there will be far more alignment and efficiency.
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