How Could Interactive Content Impact Your Lead Scoring Program?

June 4, 2015 | Dan Trefethen

A Lattice Engines study found that 44% of B2B marketers are doing lead scoring. However, 32% of marketers say that their lead scoring programs are ineffective. So what’s going wrong here, and how can we fix it?

The first thing to look at is how different actions contribute to lead scoring. Are you counting when consumers sign up for the blog and when they mention you on Twitter, or are you only looking at those who have contacted your sales team?

By recognizing more interactions of all different types, your lead scoring program can include more of the behaviors that drive the sales process.

Interactive content is one way to offer insight into different buyer behaviors. A study done by the Lenskold and Pedowitz Groups found that 68% of successful marketers cite lead scoring based on content and engagement as most responsible for improving revenue contribution. So naturally, content should be a high priority. But how will content solve the issues that marketers are running into while trying to boost lead scores?

Having detailed and up-to-date data is crucial for lead scoring. However, it can be hard to even get the data, let alone keep it clean. 37% of marketers cite a shortage of data on which leads to nurture as their biggest challenge. A great way to get more data or to fix the data that you already have is to harness the power of content. By creating an interactive experience for consumers, you are able to engage with them in a personal way to collect more detailed and specific data.

The following interactive infographic provides an opportunity to look at what you are doing in regards to lead scoring as compared to your peers. This gives you the chance to see what is currently working and what changes could be made to enhance your current lead scoring program.

How to Set Up Lead Scoring [Interactive Infographic]
How would you refer to your lead scoring program?



present, but ineffective

could be stronger

doing pretty well


Which actions do you include in your lead scoring program?

Select all that apply.

Visited pricing page

Contacted Sales

Signed up for the blog


Downloaded awareness-level content

Attended a conference session

Are your sales and marketing teams aligned on lead handoff criteria and procedures?





Do you wish you had better/more data to score and nurture leads?


I would do anything for better data!

Well, only if it’s not too much work.

Not at all, I have all the data I need.
How do you use content to support your lead scoring program?

Select all that apply.

Detailed buyer information collected through interactive content

Tracking content downloads by buyer’s journey stage

Number/frequency of offer downloads

Viewing data from video content

Bad data impacts lead scoring. How clean do you think your database is?


I’m supposed to clean it?

It was clean a month ago…

Squeaky clean!

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