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What are the two most important things to keep in mind when developing a lead scoring model?
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1 Answer
That's a tough one, but I'm going to say progression and intelligence.
Racking up points needs to be attributable to a lead making progress across their buying process, not just increasing the number associated to them.
Intelligence goes to what you learn about your prospects from the content they read.
These two things require content strategy and planning based on buying stages and the creation of takeaways from your content for both you and your them. Based on the criteria sales says is necessary for them to accept a lead, your content should help to prove they've reached that threshold.
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