A leading marketing firm has a tried-and-true method for scoring leads which relies heavily on information the company can collect, including which ad customers click on; the products a lead views on a website; their level of engagement; and if they signed up for newsletters, subscriptions, or further gated content. However, the company’s dependence on their own internal data has become a limitation, impacting the quality of their leads and thus affecting their ability to convert leads into customers.
Our customer connected their data to Explorium and created a new lead scoring model that combines their internally captured data with several sources from Explorium’s Enrichment Catalog. Doing this allowed them to create the following indicators:
Before enhancing their lead scoring models by connecting them to external data sources, our customer was only converting roughly 65% of its leads into opportunities and then sales. This meant plenty of potential customers left on the table and a lead scoring pipeline that wasn’t doing its job. After augmenting their lead scoring with Explorium, the company improved their conversions by 18%. This resulted in more accurately scored leads and more importantly leads that were easier to convert once they reached the bottom of the funnel. By using Explorium’s Enrichment Catalog, our customer managed to target better leads, improve their conversions, and drive higher revenues.