How to Approach the Development Process of a Lead Scoring Model
Beenders, Cas (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112932607
https://urn.fi/URN:NBN:fi:amk-2023112932607
Tiivistelmä
Marketing automation has rapidly become an integral part of many marketing strategies. The method of automated lead scoring is one popular component of marketing automation. Correct implementation of lead scoring helps marketing and sales make effective use of their resources, and increase new business, but incorrect implementation can have damaging effects.
The aim of the thesis was to gain understanding of the development process of automated lead scoring models, how to integrate lead scoring into existing marketing processes, and the impact of lead scoring on marketing strategies. Particularly for businesses new to incorporating marketing automation and lead scoring as part of their marketing strategy, or businesses that struggle to get their lead scoring functioning efficiently.
The thesis starts by introducing the topic and the commissioner company, Valamis. The theoretical base functions as the foundation for the research by explaining, analysing, and discussing the core concepts using material from existing literature, previous research, and trustworthy internet sources. Qualitative research in the form of interviews with industry professionals was chosen as methodology to answer the research questions. The conclusion provides answers to the research questions and suggestions for its application, as well as areas identified for future research.
The aim of the thesis was to gain understanding of the development process of automated lead scoring models, how to integrate lead scoring into existing marketing processes, and the impact of lead scoring on marketing strategies. Particularly for businesses new to incorporating marketing automation and lead scoring as part of their marketing strategy, or businesses that struggle to get their lead scoring functioning efficiently.
The thesis starts by introducing the topic and the commissioner company, Valamis. The theoretical base functions as the foundation for the research by explaining, analysing, and discussing the core concepts using material from existing literature, previous research, and trustworthy internet sources. Qualitative research in the form of interviews with industry professionals was chosen as methodology to answer the research questions. The conclusion provides answers to the research questions and suggestions for its application, as well as areas identified for future research.