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State of Predictive Lead Scoring

What it is, where it stands and what it will become

Over the decades, B2B marketers have measured their marketing effectiveness through different scoring models. Starting from traditional point-based scoring of leads on excel sheets to the predictive lead scoring models, marketers have always been guided by lead-scoring based playbooks.

Understand the evolution of scoring models and how marketing strategies have matured with the introduction of AI-based systems in this guide. And what does the future of scoring models in B2B marketing look like?

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