Lead Scoring is a method where points
are assigned to different criteria for a lead.
As a lead is evaluated against these criteria
it will develop a profile and a lead score. The
score is a numerical value determined by adding
up the points rated on each of the different criteria.
Lead Scoring is a numerical ranking of a leads
true relevance.
This method removes much of the ambiguity in
a Hot/Warm/Cold ranking system and allows leads
to be clearly evaluated and ranked. Based on a
lead’s score it would be either forwarded
to sales for follow up or kept in a hopper to
be further nurtured. 
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Lead Nurturing
Lead nurturing is the process whereby a relationship
with a prospect is built over time and they are
escorted through the buying process. After the
initial contact with the prospect, they are kept
alive with follow on emails and invitations to
attend new webinars and to download the next document
in the sales cycle. Within the Prospectics engine
these interactions are setup with configurable
scripts to automatically maintain the relationship.
Lead Nurturing is about relationship building.
Within the Prospectics engine these interactions
are setup with configurable scripts to automatically
maintain the relationship.
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