TRENDS 2007

Do You Know the Score?

If you don't know me personally, and I am your prospect, how can you learn more about who I am? If you're successful in opening up the slightest communications engagement with me—face-to-face, phone, e-mail, Web link, conference attendance, etc.—to garner a valuable nugget about me, you've begun the process. But how you leverage that insight for future connections will be key to your ability to expand your potential. We refer to it as "lead scoring."

Through scoring, you can rank my receptiveness based on the action I take on your methods to reach me. If you send me e-mails with links to articles or product pages, for example, you can track my behavior, such as clicking on a particular link, and learn whether I have interest in a particular topic or not. That knowledge is then deposited into a lead scoring system that enables you to communicate with me using relevant topics and information, helps you zero in on what's important to me, and brings you closer to my world.

Score your leads; that's how you win the game. Ask us how we can help you with lead scoring.

—David Fabel, Manager, Business Development