All brands want to drive leads, but not all leads are created equal. In this episode, co-hosts Craig Israel and Eric Crilow get the inside scoop on lead scoring methodology from thunder::tech’s Marketing Automation Specialist Kyle Coughlin. Lead scoring helps sales and marketing teams rank prospects to pinpoint their sales-readiness and focus on leads that are most likely to be converted into buyers. By monitoring engagement with various content and disqualifying prospects that don’t meet certain criteria, marketers can identify and nurture only the most qualified leads.