As B2B marketers, how do you determine who is interested in your product and who is simply window shopping? How do you turn a universe of possibilities into a funnel of opportunities? How do you accomplish this and maintain a good customer experience?

One way is by creating a lead scoring system. In a world where customer journeys look more like a maze than a well-paved road, B2B marketers must understand and leverage these journeys to maximize sales opportunities. Implementing a lead scoring process creates a cohesive customer experience by taking the guesswork out of how the Top-of-the-Funnel effort is measured, and delivering a process for establishing a singular focus on revenue generating activities and performance.