Learning Paths

Lead scoring and grading

Learn how to use lead scoring and grading to make informed decisions about how to engage with leads which have the highest value, for example through email or phone nurture

Module purpose

With inbound marketing driving more leads than ever to marketing departments, finding the best leads to follow up on by email or phone contact can be a challenge. Automatically qualifying leads with scoring and grading can save time and resources while increasing close rates and improving sales and marketing alignment.

This module is most relevant to B2B organizations and B2C organizations with high value, complex products who use a lead qualification approach to identify potential customers from leads.

How is the Learning Path structured?

  • Objectives
  • Types of leads
  • Lead grading vs lead scoring
  • Lead grading and scoring and the Marketing and Sales Funnel
  • Using scores and grades
  • Why is lead scoring and grading important?
  • Predictive lead scoring
  • Summary

Learning Objectives

By the end of this module you will be able to:

  • Explain the differences between lead scoring and grading.
  • Effectively develop email nurture sequences using lead and grade information.

Who is this module for?

This module is for people who are involved with digital experience projects and initiatives.

Roles who will find this useful include:

  • Company owners and directors
  • Managers responsible for increasing the contribution of digital channels in their organization, including Digital Director and digital marketing managers
  • Heads of marketing including CMO, VP of Marketing, Chief Customer Officer, and Marketing Director
  • Marketing executives or specialists working on digital experience
  • Consultants or agency account managers

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This module is in the Email Marketing and Automation Learning Path

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What are Learning Paths?

A modern training solution to help businesses grow through marketing

Learning Paths bring together all of the relevant training and associated resources into a single, customizable journey.

Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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Learning Paths are divided into strategic and channel-based marketing modules, which help you align development needs with business objectives.

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Each Path is supported by our 20 comprehensive marketing toolkits, reducing outsourcing costs by expanding your in-house knowledge and expertise.

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