Quality Lead Ranking

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Quality Lead Ranking

B2Bs are interested in increasing lead-to-customer conversion rates and well as lead quality. Scoring provides these companies with value, but over half of B2Bs haven't implemented scoring into their leads. While there seems to be a market demand for this type of tool, there are other competitors that currently offer similar tools.

B2B and their leads

A 2017 survey from Ascend2 Marketing Research found that a lead generation strategy's most important objectives are:
71% — Increase lead-to-customer conversions
50% — Improve lead data quality
42% — Increase number of leads generated
31% — Reduce cost to acquire leads
30% — Increase website traffic
24% — Measure lead generation ROI
22% — Automate generation processes

While lead generation success' most critical challenges are:
50% — Increase lead-to-lead customer conversions
50% — Improve lead data quality
40% — Increase number of leads generated
35% — Reduce cost to acquire leads
31% — Increase web traffic
30% — Automate lead generation processes
29% — Measure lead generation ROI

And the resources used to develop content for lead generation purposes include:
56% — Combination of outsourced and in-house resources
31% — Outsourced to a specialist
13% — In-house resources only

By analyzing the survey results, it is evident that B2Bs want increased conversion rates and more, high quality leads. About a third are also interested in seeing lower costs to generate leads, and about one fourth are interested in seeing metrics for lead ROI. 87% of B2B companies prefer to outsource at least part of their lead generation process.

Lead Scoring

According to Lead Lizard B2Bs score leads to boost marketing effectiveness, increase sales productivity, increase sales-ready leads and increase revenue. The adoption rates for lead scoring are 64% of for B2Bs that don’t use scoring and 27% that do not have a current adoption plan.

An older, yet relevant study from Oracle states, "When B2Bs used lead scoring systems, their close rates increased by 30%, revenue increased by 18%, and the revenue per deal increased by 17%. Also, companies that do lead scoring well have a 192% higher average lead qualification rate than those who either don’t score or don’t do it well."

Looking at the data, it is evident that B2Bs are using score leads in order to improve efficiency and productivity across the board. The Oracle study stipulates that scoring brings great benefits to B2Bs who can implement it properly. Also evident is that 64% of B2Bs do not currently use scoring. On paper, this would certainly constitute a market opportunity.


There are competitors in this space. Oracle's Eloqua, Marketo, and HubSpot are all examples of marketing software tools that allow B2Bs to sort quality leads. These sources also allow for customization in how these leads are scored. So while the data above would suggest that there's a market for this kind of tool, there are competitors in this space with tools like the one you're proposing.


There appears to be a distinct market demand for this type of tool. B2Bs want to be more efficient and productive, but most of them have yet to implement a scoring system for their leads. While there is market demand, there are also competitors who offer similar tools.