Craig Rosenberg

Co-Founder at TOPO

I help organizations sell and market more effectively. I am passionate about my customers and their success which has allowed me to create enduring, mutually beneficial relationships over the years.

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  • data

Predictive analytics will change scoring for the better

So, unfortunately I predicted this last year – but thankfully the movement is still happening. And I think the most important thing that I’ve realized in working with clients is that engagement data is important – so, how much they downloaded, whether they went to this type of webinar, whether they looked at your privacy page.

But, that sort of traditional lead scoring model that came as a marketing automation feature is really only a tiny box of the factors to consider. And I think now with the predictive analytics applications out there, we have the opportunity to truly have more data to look at to figure out who the best company and who the best contact is to spend more time on and is more likely to close.

I have a saying which is “you can’t judge a man by just what they download” and I think that is what the predictive analytics market is changing, and I’m seeing more and more people that I work with who are looking at predictive analytics to add that next layer so we can get smarter about who we as salespeople spend more time on, and who we as marketers (and I guess the organization as a whole) spend more time on.

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