Almost half (48%) of B2B marketers send leads to sales without scoring them.
That’s one of the findings from research carried out by B2B Marketing, in association with Cyance, among 146 B2B marketers. The remaining 52% were split equally between those marketers that have automated the lead scoring process, and those who carry it out manually.
Paul Snell, deputy editor at B2B Marketing, said: “The research found one of the top priorities for marketers is ensuring sales convert their opportunities. But it’ll be difficult for sales to achieve this if they’ve no indication of a potential prospects’ value or likelihood to convert.”
The report, The future of predictive marketing, also found marketers’ top concern about how leads are handled by sales teams was that leads aren’t followed up promptly (45%).
“This is a further argument for employing lead scoring, because if sales understand the importance of a lead they’ll be more likely to follow it up quickly,” added Snell.
