Why the Best Lead Scoring Models Incorporate Social Engagement Data

Radically Transparent Published: September 29, 2022

Jen Gutman

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Episode Summary

If you don’t have access to a stack of cherry-picked magnificent leads, how do you know which of the leads coming into your business are relevant, and which of those leads are junk?

It’s not easy.

There’s an infinite number of factors that go into qualifying leads.

But using social engagement data in your lead scoring model can make it easier to spot the potential prospects your sales teams should be focusing on.

In this episode of Radically Transparent, Jennifer Gutman of Oktopost hosts a solo episode where she tackles how marketers can identify which leads should be pushed to sales and which may require further nurturing using social engagement data.

She even examines why lead scoring is NOT a marketing-only methodology, but rather a shared process for marketing and sales practitioners, which is vital to top-line revenue growth.

Hot Topics of this episode include:

How to use behavioral data in your lead scoring models
Why there’s more to lead scoring than demographics, interest, and buying stage; and where social engagement data plays a critical role
The great debate between single-disciplined vs. multidisciplined behavior scoring and which model you should be relying on

Additional Resources

When it comes to lead scoring, you’re going to want to incorporate social engagement data for better accuracy. Mentioned throughout this episode are ways to lead score in: Marketo, Hubspot, & Eloqua.

Meet Jennifer

Jennifer Gutman passionately believes that social media is the anchor of any successful B2B marketing strategy and is currently serving as the Director of Customer Marketing at Oktopost.

She joined the company in 2014 when the team was 5 people strong and has since been transforming the way B2B organizations manage and measure social media.