B2B Lead Nurturing Videos — The Most Effective for Sales Automation

B2B Lead Nurturing Videos — The Most Effective for Sales Automation

Best B2B Lead Nurturing Videos

What Videos Are Most Effective for B2B Lead Lead Nurturing, Lead Scoring and Sales Automation?

Quick Background on Lead Scoring and Lead Nurturing

The B2B sales process has historically relied on one-on-one sales meetings between a buyer and a sellers. This process was driven by sales reps sharing presentations, stories and answering frequently asked questions to move buyers through the stages of their sales process. Now, with the digital first transformation, more and more buyers now prefer digital content to steward them through their buyers’ journey. These B2B Lead Nurturing Videos will help you understand the digital transformation.

 

B2B Lead Nurturing Videos

B2B buyers expect a content driven process deeper into the sales funnel to make it easier for the buyer to buy. And video is now overwhelming the most preferred type of content at every stage of the sales funnel.

This means successful sales and marketing operations now requires sellers to share educational content — not only to generate the lead but also to automate a buyers’ pre-sales education. Seller’s need campaigns that supply educational content that support a buyers’ journey through their “consideration”, “preference” and “decision” stages. This also means you need technologies and a lead scoring process/system to track a buyers’ engagement with this content.

B2B Lead Nurturing Videos

VLead scoring is the process of scoring and predicting a leads interest in products or solution based on their digital behaviour.

At its most basic level the type of content a buyer engages with and the tie they spend with that content can predict their interest. The deeper and more time a buyer spends exploring your solution the higher the predictive score. This is why successful B2B marketing and sales operations also need to implement a predictive lead scoring solution to:

  • Track a buyers’ digital conversation
  • Predict a buyers’ sales readiness
  • Pre-qualify a buyer for authentic interest
  • Predict a buyers’ purchase intent
  • Prioritize leads for sales

 

    Watch Demo Video of a Lead Scoring Software In Action

    Nurturing, Lead Scoring and How it Works with Digital Demand Center™ (3:25)

    The Most Effective Types of B2B Lead Nurturing Videos for Predictive Lead Scoring

    The goal of effective lead nurturing is to make it easy for the buyer to buy. This means you need to make it easy for the buyer to access consideration and preference content (see Predictive Content Engagement chart above). This can be done most effectively with emails delivered to existing leads with marketing automation tools.

    The goal of predictive leading scoring is to make it easy for marketing operations to alert sales when a buyer looks like they are “Sales Ready”.

    Below you will find multiple examples, pulled from Digital Demand Center™ and Gabriel Sales’ video production library. Gabriel Sales and our production partners have produced 1000s of affordable videos to automate our clients’ sales processes.

    In this sample set we share the 7 different types of videos that are extremely effective to specifically help you to nurture and score leads. These videos also make it easy for you to automate sales by making it easy for buyers to move into the later stages of their buyers journey without requiring the intervention of sales development rep.

    In the examples below we also share:

    • The predictive score you can give each piece of content as it correlates to buyers’ depth in the funnel.
    • Tips on who and how to record, and/or what content to reuse in order to maximize your budget and control costs.
    • Different approaches between screen casts and camera shot videos.
    • Different types of production value (with most leveraging talent inside the company to keep costs down).
    • Videos that are leveraged specifically in nurturing campaigns after the your leads have become aware of your product and are already in your early stage sales funnel.

    Product Demos  – Predictive Score 100 to 250

    Once a buyer understands the basic problem your solution solves and the buyer feels like they may be a fit, they typically want to see the solution in action. Product demos are must have videos for sellers that need to demonstrate their product or solution in action.

    Process and Software Screencast

    A combined explanation of the managed services in action and how software is used by the end user

    Software as a Service (SAAS) Screencast

    Straight forward media software demo with overview of all the features

    Hardware and Tech Demo

    A quick explanation of all the features and customizable specs of a low-cost tablet

    Hardware Deployment Demo

    An overview of how easy it is to use an industry leading construction tech tool in the field that can double as initial training video

    B2B Lead Nurturing Videos – Predictive Score 100 to 250

    Almost every successful sales team has a sales deck presentation they leverage that explains the problems they solve, details about the features of the solution and at least a rough approximation of the investment required. Historically this requires a one-on-one meeting.

    Recording and making this presentation available to the buyer to watch on their own time:

    • Allows the buyer to return to important points
    • Allows the buyer to share your story with their peers that will help make or influence the decision
    • Saves the seller time

    Companies can create these videos with internal resources. It is often valuable to use executives or product specialists when you record these videos to give the buyer a sense of the thought leadership team they will be gaining access to if they purchase from your business.

     

    Managed Services and Software

    Here is Digital Demand Center’s™ initial sales presentation. Its designed to explain the problems we solve, who we solve these  problems for and what types of companies benefit most to pre-qualify buyers

    Enterprise Software and Consulting

    Scripted presentation delivered by a professional voice over actor. Designed for executive decision-makers to compare and contrast this solution to other solutions

    Hardware and Software

    Company overview that shows the products, and introduces the engineers, the service team  and satisfied customers that is also leveraged in dozens of tradeshow booths annually

    Use Case Videos and/or Case Studies – Predictive Score 250

    Most buyers initially look for and purchase a solution to solve a specific problem that specific has been identified as an issue (and already has a budget allocated). Once a buyer understands how your product works, and the problems it solves, use cases and case studies can set you apart so a buyer “prefers” and seriously considers your solution.  

    In contrast to a specific Use Case, some solutions, especially software solutions, can be deployed in multiple verticals for multiple uses. If this is true for your product or solution it’s often helpful to do a deep dive into how your solution can solve this problem for that specific vertical.

    You can use both screen casts and/or headshot videos for use case and case study videos. When possible it’s great to get product specialists and customers to participate if possible.

     

    Mobile App Use Case

    How a software tackles one specific job to be done

    Enterprise Software Case Study

    How the solution addresses multiple challenges in one business vertical

    End User Demo & Use Case

    A product specialist walks you through a daily use case

    Client Testimonial & Case Study

    Have one client walk viewer through the solution start to finish discussing the experience

    KPI and Return on Investment Videos – Predictive Score 500

    When a buyer is ready to make a decision and commit to a solution, they want to be confident that their purchase will ultimately produce a return on investment. To increase this confidence they will want to:

    • Understand what Key Performance Indicators they will use to measure results
    • Understand what return they should expect from their investment, how long it will take and how that return can be calculated

    In the two videos below we share both for Digital Demand Center.

    Key Performance Indicators (KPI)

    A detailed explanation of the key performance indicators and the timelines you can expect

    Return on Investment (ROI)

    A detailed explanation of the investment required and the hard financial returns you should expect from the investment

    Testimonial Videos – Predictive Score 250 to 500

    Previous buyers can be a powerful asset to influence potential buyers. Your existing clients can provide social proof and context for how your solution impacted their business and how your solution solved their problem.

    Buyers typically engage with these videos after they have a basic understanding of your solution and are looking for verification that your claims are accurate. Testimonial videos can be indispensable to increase a buyers’ level of trust. Depending on your solution there are four different ways we recommend building testimonials.

    Multiple Clients Tell Your Story

    Multiple clients blended together to confirm your value props and differentiators

    Problem and Solution Testimonial

    Have one client walk you through the solution start to finish discussing the experience

    One Client Shares Thier Story

    Explains the problem they wanted to solve, the solution and the results.

    Call to Action Testimonial

    Client encouraging a conversion and meeting with a Sales Rep

    FAQ Headshot Videos – Predictive Score 250 to 500

    Your sales reps and/or sales engineers will tell you that they get asked a similar set of questions by almost every buyer as they move deeper into the sales funnel. Digitizing these questions to make it easy for the buyer to prefer your solution is a cost-effective way to save time and money.

    FAQs can quickly expand into a library that helps buyers and stakeholders with different concerns quickly decide if you are a fit for their needs. FAQs are “buying” questions. They can also help to pre-qualify your solution before you invest time and energy selling to buyers that are not the right fit.

    In addition, as buyers get deeper into their buyers journey they also become curious about the people behind the product. It’s for this reason we recommend you make the appropriate senior resource or product specialist available to digitally answer these FAQs.

    Who We Are

    Founder shares his passion and explains why the company was founded

    Why Us and Benefits for You

    Founder explains the benefits of solution and why its the right choice

    Customer Service Approach

    Explains the level of service a buyer should expect

    Pricing Model

    Founder explains pricing model at scale

    < strong>Onboarding Process, Timelines and Delivery Model Videos (if applicable) – Predictive Score 500

    When a lead is getting close to a shortlisting sellers they want to work with they need to understand and start to visualize what their experience will be like working with your solution and organization. They start to think about: How will you onboard them, how will teams integrate? These are all especially important questions that need answers before buyers of professional services, software development shops and management consulting companies will make a decision.

    • These videos should be transparent to proactively give your buyers clear insights into how you ensure success and how long it will take.
    • If a lead watches this type of video the predictive score needs to jump accordingly.  

     

    Launch Process and Timelines

    Quick overview of launch process and timelines

    Pricing Model

    Software Dev Shop explains capabilities and different models for delivery

     

    About Digital Demand Center™

    When you are ready to get started integrating video into your lead generation, lead nurturing process and sales automation process Digital Demand Center™ can help. Our parent company, Gabriel Sales  has specialized in leveraging video to automate sales processes and for over seven years. And video is critical feature of our turnkey solution designed specifically for SMBs that turns the Digital First Buyers into Sales Ready Leads. Watch the video below to learn more about our approach and solution.

    Watch this 10 minute video to learn how to meet the needs of the Modern B2B Buyer with Digital Demand Center to provide your sales team with a steady flow of well educated “Sales Ready” Leads.

     

    Is Demand Generation the Right Fit for Your Business?

    Is Demand Generation the Right Fit for Your Business?

    Is Demand Generation the Right Fit for Your Business?

    Watch Time – 4:00 Minutes

    Overview

    This video examines the topic, Is Demand Generation the Right Fit for Your Business? The purpose of this video is to help business owners decide if a demand generation and lead nurturing engine makes sense for their specific type of sales process.  We will quickly:

    • Compare and contrast a lead generation process to a demand generation process
    • We will discuss when lead generation without demand generation makes sense
    • What types of businesses and sales process need to extend their marketing operations to include demand generation.

    This video was  excerpted from The Differences Between Lead Gen vs, Demand Gen and the Impact on Your Sales Funnel (part 4 of our free  On Demand educational series, The Digital First Transformation and Sales Automation)

     

    Transcript of “Is Demand Generation the Right Fit for Your Business?”

    Comparing and Contrasting Lead Generation to Demand Generation

    Lead gen and demand gen are much different processes. Lead gen starts with marketing or a cold caller generating a lead. Then marketing immediately turns the lead over to sales. Sales then does all the pre-sales and sales education, typically during one-on-one meetings. Then the lead is either converted into an opportunity, which happens about 20% of the time, or they’re abandoned about 80% of the time.

    In contrast, demand gen is a buyer-driven process. Marketing generates the lead, and then marketing nurtures those leads with sustained and automated content marketing and sales education campaigns that supports a buyer’s consideration and preference stages, while at the same time, your technology stack is capturing data and scoring those leads for readiness, interest, and fit, replacing the need for one-on-one early stage meetings with your sales reps.

    As a result, marketing passes well educated sales ready Leads to the sales team, where 50% are typically converted into opportunities, 10% are disqualified and 40% are recycled back in the lead nurturing campaigns to keep your solution top of mind until the buyer’s ready to buy. Beyond the 2.5X increase in initial conversions, this recycling is a big advantage demand gen has over competitor running a lead gen process because if we’re 50% of those recycled leads will convert into an opportunity within six to 18 months.

    When is Lead Generation the Right Choice for Your Sales Process?

    So now that we’ve explained the difference between lead gen versus demand gen, how do you know which choice is the best solution for your business? Let’s start with lead gen:

    • Standalone lead gen is a great choice when you have an established brand or when your market is large enough and mature enough to provide a continuous stream of fresh inbound leads. And just as important, you can continuously afford to compete for these leads, especially if they’re generated through pay-per-click campaigns.
    • It’s a great choice when you can educate and convert the buyer into a real sales opportunity on the first call
    • Lead gen makes sense when there is only one decision maker involved in the sales process and the close takes less than 30 days, and typically the deal is simple enough for an entry level rep to close, and there are no product specialists required to support the close of the deal.
    • It’s also a great choice when your closing rate is above 50% or you can win on lowest cost.
    • Finally, it’s a great choice if the product or solution is a one-time purchase or once it’s purchased, buyers rarely or never switch vendors.

    When is Demand Generation Required for Successful Selling?

    So next, when do you need to support your sales process with demand generation?

    • You need demand gen when you don’t have an established brand.
    • Demand gen is helpful when there’s not enough traffic for effective pay-per-click campaigns, or you’re priced out of pay-per-click campaigns.
    • Demand generation is also important when you have a complex sales process. When there’re multiple decision makers or influencers, an when it takes more than three calls to close a deal.
    • It’s valuable when you need a product specialist to support sales or you have a senior sales rep closing the business.
    • It’s a great investment when your annual deal size is above 12K a year, when you can scale a customer once they close, or you have additional cross sells and upsells to offer your existing customers.
    • Or it’s critical when sales success means you need to stay top of mind to replace a buyer’s existing vendor or solution.
    Six Important Videos for Lead Nurturing and Demand Generation

    Six Important Videos for Lead Nurturing and Demand Generation

    Six Important Videos for Lead Nurturing and Demand Generation

    Six Important Videos for Lead Nurturing and Demand Generation

    Can the right videos really help improve your sales funnel, reduce your costs of sales and make it easier for your buyers to buy?

     

    Introduction

    If you are consistently closing B2B deals, you already know how to target markets and are skilled at explaining what makes your solution unique, what problems your solution solves and how your solution solves that problem.  This is how your sales team builds trust.

    Building this trust requires that you systematically educate buyers. This pre-sales education process that builds trust over time (supported in large part by educational videos) is what differentiates a lead generation process from a demand generation process.

     

    The Difference Between Lead Generation and Demand Generation

     This 90 second video explains the difference between lead gen vs. demand gen.

    Historically this trust building pre-sales education was accomplished by Sales Development Reps (SDRs) meeting with the buyer in one on one meetings.  But exiting the pandemic, video became the breakout star to educate buyers and nurture leads (as we detailed in Key Video Trends for B2B Sales and Marketing Operations).

    Videos replaced SDRs because one on one meetings were time consuming and expensive for the seller. And this process could be inconvenient for the buyers–because this process requires the lead to schedule a meeting with and SDR to learn more – even if the early stage leads are not certain the product is the right solution to solve their problem. This is why videos are now a required part of any sales and marketing process.

    Here are several key insights from Salesforce and Wyzowl that explain how buyers now leverage video and content and why video is now required to develop sales ready leads.

    According to Wyzowl

    • 86% of Buyers now prefer to use educational videos to learn about a solution
    • And 94% of the United States top B2B Sellers now use videos to explain their solutions

    According to a recent Salesforce study:

    • 87% of sellers reported that video gives them the most positive ROI as part of their lead nurturing process
    • More than 99% of current video marketers told us they’ll continue using video in this year, and two-thirds plan to increase or maintain their spend.
    • And why 79% of marketers that don’t currently use video, told Salesforce they expect to start. (10% higher than last years figure of 69% and 20% higher than the previous year before that.)

    It’s clear video is now a required tool to ensure you meet the pre-sales education needs of your buyers.  You need videos to consistently fill your sales funnel with “sales ready” leads and opportunities for your sales team to develop and win.

     

    The 6 Types of Sales Education Videos You Need for Lead Nurturing

    The six types of B2B videos that any company can use to make it easier for their buyer to self-educate, and increase production of sales and marketing are: 

    1. Awareness and Explainer Videos
    2. Problem and Challenges Videos
    3. Tips Videos
    4. Teach the Shopper How to Shop Videos
    5. Demo Videos
    6. Who We Are and Why We Do This Videos

    The examples we are sharing below were produced by our parent company Gabriel Sales. Watched episodically they  allow buyers to self educate as they move from the “awareness” and “consideration” stages of their buyers journey. 

    For additional samples of later stage videos designed for your buyers’ “preference” and “decision” stages we invite you to check out What Videos Are Most Effective Late Stage B2B Lead Scoring and Sales Automation.

    When taken as a whole these early stage sales education videos will help to automate your buyer’s pre-sales journey helping them to understand:

    • What problems you solve
    • Why you solve them
    • How you solve them
    • Who you are
    • How they will benefit

    Notes on Production

    These early-stage lead nurturing videos don’t need to be expensive and over-produced. They can be shot on camera, as screencasts or a blend of the two.

    These videos need to address the pre-sales education needs of the buyer. These videos should replicate and meet the needs of the buyer as they move through the sales funnel from “awareness” through “consideration” towards their “preference” stage.  

     

    1 – Awareness/Explainer Videos

    Short videos, explaining the problem and how you solve the problem.  Keep these video succinct and under three minutes if possible to frame the situation your target buyer faces,  the complications it creates and how you help the solves thier problem.  These are designed to help them become aware of who you are and how you can help.

     

    Educational Software

    Compliance Software & Services

    B2B Ecommerce and Managed Service

    2 – Problem and Challenges Videos

    Clearly state the challenge your target market faces.  These videos prove you understand their potential problems and starts the empathetic dialogue around solving a problem.  Creating this common ground and goal is a first step to move a buyer towards serious consideration of your solution.

    The Risks of Bring Your Own Device

    Data Challenges Faced by Marketers

    3 – Tips Videos

    State the problem and how it is solved.  These videos are a great way to introduce some of your thought leaders as you move buyers from their early awareness of you solution to starting to trust your approach as they start to seriously consider your solution.

    Three Tips for Scaling a Process…

    Five Key Ingredients for a Success…

    4 – Teach the Shopper How to Shop

    For many solutions the buyer understands the problem they are trying to solve, but they don’t know what’s important or how to frame solving the problem. In some cases they have never bought this type of solution before. This is your opportunity to help them do that.  These videos allow you to influence what a buyer needs to consider when making a decision.  It helps buyer to prefer you solution. 

    What’s Most Important When…

    The Features You Need…

    Five Things to Consider When…

    5 – Pitch Videos and Demo Videos 

    As buyers move deeper into the funnel, they are open to understanding your value propositions, features and benefits and how you solve their problems. These pitch videos can be longer because the buyer is now willing to invest more time as they start to seriously consider what solution they prefer.

    Managed Services and Software

    Here is Digital Demand Center’s™ initial sales presentation. Its designed to explain the problems we solve, who we solve these problems for and what types of companies benefit most to pre-qualify buyers

    Hardware and Technology

    Company overview that shows the products, and introduces the engineers, the service team, value props and satisfied customers that is also leveraged in dozens of tradeshow booths annually

    5 – Who We Are and Why We Do This

    The pitch videos frame your solution. These help you to increase trust by explaining the “Why” of the product and the people behind the solution.  They are also a great way to introduce founders and executives.

    Who We Are and Why We Founded…

    Why and the Benefits for Stakeholders…

    About Gabriel Sales™ and Digital Demand Center™

     

    Gabriel Sales was founded as an outsourced sales and marketing company in the early 2000s in San Francisco. Gabriel Sales started leveraging video and marketing automation in 2012 and since then has helped build, launch and deploy more than 150 sales and marketing engines for companies ranging from the Fortune 100 to start ups.

    In 2020 Digital Demand Center™ was developed as a turnkey demand generation and lead nurturing solution designed specifically for small a mid-sized B2B sales organizations compete more effectively to win more business from the modern digital first B2B Buyer. We are passionate about help our clients compete for and win more business. You can learn more about how and why we designed this solution on our About Us page.

    Digital Demand Center’s™ parent company Gabriel Sales continues to help companies of all shapes and sizes grow and flourish in this digital first environment with:

    • Go-to-Market Strategy Consulting
    • Sales Automation and Deep Funnel Content Production

    You can learn more about Gabriel Sales’™ team and our approach to help you grow sales and improved marketing operations on our About Us page. You can learn more about our services at www.gabrielsales.com

     

    Demand Generation vs Lead Generation

    Demand Generation vs Lead Generation

    Demand Generation vs Lead Generation

    Watch Time – 4:00 Minutes

    Summary

    This short video is packed with hard data and concrete numbers as we compare Demand Generation vs Lead Generation and explain the strengths and weakness of both a lead generation process and demand generation process.  In this educational video we detail:

    • The different purposes of lead generation and demand generation
    • The results you can expect if you are running a lead generation process
    • The results you can expect if you add a lead nurturing and demand generation process
    • The impact lead nurturing has on creating well educated sales ready leads and increased conversions
    • The cost savings you can expect automating  your pre-sales process  

    This video is an excerpt from The Differences Between Lead Gen vs. Demand Gen and the Impact on Your Sales Funnel Part 4 of 4 of our free comprehensive free 4 training seminar on how to effectively sell to the modern The B2B Digital First Transformation Webinar Series.

     

    Transcript

    Defining the Role of Lead Generation and Demand Generation

    When you examine the entire sales funnel, Lead Generation is the first step in the sales process and buyer’s journey. Lead Generations job is to move buyers into the top of the sales funnel by creating awareness and curiosity about your solution, and then Demand Generation and Lead Nurturing takeover to automate the pre-sales education process as the buyer goes through their second step of consideration and their third stage of preference.

    This process keeps you top of mind as the buyer moves deeper into the funnel and, when the buyer is ready, sales takes over to help them make a decision.

    The Stages and Sales Funnel Conversion Results of a Lead Generation Process

    Lead Generation is primarily a sales driven process because the seller controls the majority of the buyer education. Marketing or a cold caller targets and generates the lead. The lead is then passed to sales regardless of how ready they are to buy. Then sales invests time, money, and resources with one-on-one pre-sales education, demonstrating the solution, explaining its value, and qualifying that buyer for need, interest, and fit.

    After all this time and effort, about 10 to 20% of leads are turned into opportunities and about 80% are either not the right fit or too early in their buying process and not ready to buy. These leads are discarded, with sales promising to follow-up at some future date, which only happens about 20% of the time. This is a continuous cycle requiring a continuous investment in new leads.

    The Stages and Sales Funnel Conversion Results of a Demand Generation and Lead Nurturing Process

    In sharp contrast to Lead Generation, Demand Generation is a buyer driven process because the buyer engages on their timelines.

    A Demand Gen process starts the same way by targeting potential buyers to create awareness and collecting as many leads as possible. But then marketing, not sales, nurtures those leads, sharing educational pre-sales content the buyer can engage with on their timelines.

    Demand Generation digitally automates your pre-sales process to make it easy for the lead to consider how your solution can help them solve their problems to become a marketing qualified lead until they learn how your product works and what success looks like so they prefer your solution. While all this is happening, your marketing tech stack is scoring your buyer’s engagement to predict purchase intent until they become a sales ready lead.

    The first big difference is pre-sales automation and lead nurturing gets rid of all the time, money, and expense of the one-on-one pre-sales education that’s required in a standalone Lead Gen process.

    The second major difference is the quality of sales ready leads. Typically, your sales team can convert about 50% of sales ready leads into opportunities versus the 10 to 20% of a Lead Gen process. Sales will only discard about 10% versus the 80% that are discarded in the Lead Gen process.

    A final major difference is that they can recycle 40% back into the Demand Gen engine for extended nurturing to keep them warm until they’re ready to buy. This recycling is a major advantage Demand Generation has over a competitor running a Lead Gen process that discards 80% of their lead investment because most discarded leads buy from someone in three to 18 months so nurturing eventually turns another 25% of these recycled leads into opportunities.

    Conclusion

    Over time, all these incremental gains stack up, and this is why companies running a Demand Gen process generate 450% more opportunities and close two times the deals over their competitors when compared to companies that don’t.

    How Lead Scoring Works in Digital Demand Center

    How Lead Scoring Works in Digital Demand Center

    How Lead Scoring Works in Digital Demand Center™

    In this short demo we explain how lead scoring works in Digital Demand Center. We also share how that predictive lead score is shared directly in your CRM to prioritize sales ready leads and well educated buyers for your sales team.

    (Watch Time – 3:00 Minutes)

    Summary of How Lead Scoring Works Video

    In this short demo we explain how lead scoring works in Digital Demand Center. We’ll explain how Digital Demand Center nurtures leads with content marketing deep into the sales funnel to automate pre-sales education. And we demo the software to share how DDC:

    • Tracks that digital conversation
    • Scores that engagement
    • Predicts when a buyer is ready to buy
    • Alerts your sales team
    • Prioritizes Sales Ready leads directly in your CRM
    • Share insights with your sale team to help develop and close opportunities

    Additional Background

    Lead scoring is a process that helps marketers identify the potential buyers among a database of leads. This lead scoring process bridges the gap between marketing and sales because marketing can prioritize leads for follow up by a sales representative. That way, the sales team doesn’t waste time contacting all prospects and focuses only on the most valuable ones.

    A lead scoring process is now critical to:

    1. Control cost of sales
    2. Maximize the production of your sales team

    And coupled with lead nurturing it allows you to maximize your entire lead generation and marketing budget.

    Additional Resources

    If you are new to the concept and benefits of lead scoring here are some additional resources: