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Act-On Software

The Lead Scoring Equation


Traditional demographics are failing to identify likely buyers, so how do modern marketers keep up? Markets are becoming more fluid and fragmented so it becomes a challenge for marketers to deliver the right message, to the right buyers.

Rachel Rosin, Marketing Programs Manager, and Scott Wolke, Customer Success Manager, both from Act-On Software, explore the world of lead scoring in this recent webinar. Learn how to apply lead scoring to cultivate a tight relationship between sales and marketing by identifying hot leads ranked and scored based on profile characteristics and tracked online behavior.

In this webinar you will:

  • Identify the three layers of segmentation: demographics, psychographics, and behavior
  • Explore the science of assigning lead score values to different behavior attributes
  • Build behavioral data to create a lead nurturing program
  • Pinpoint how to engage your buyers through tailored content

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