Lead scoring is an essential tactic for every B2B cannabis business.
Not all leads are created equal. Lead scoring helps sales teams focus on high-value leads (the leads most likely to convert), so marketing can continue to nurture top and mid-funnel opportunities with content.
We’ll set a score to indicate when a lead is ready for a sales-team hand-off (100, for example). But every marketing activity inside your funnel earns a score:
5 points: a marketing email open
10 points: a marketing email click
15 points: two or more page visits in a single session
50 points: webinar attendance
30 points: a white paper download