A qualitative examination of lead scoring in B2B marketing automation, with a recommendation for its practice.

Sammanfattning: Digital marketing has become an important part for companies in the process of attracting new customers. The digitalisation has led to substantial changes in the ways consumers and businesses search for information and do their research before making a purchase. A major shift has been observed regarding how digital communication influences the purchasing decision within the B2B sector. The purpose of this research project was to examine lead scoring in the perspective of B2B marketing automation, and to investigate how lead scoring can contribute to a more efficient and effective marketing process for Visma Advantage. The aim was to develop a recommendation for an optimal lead scoring model for Visma Advantage and which marketing actions that are suitable for the different lead score values. The result shows that there can be several ways of an optimal use of a lead scoring model for Visma Advantage. The result also presents a completed lead engagement scorecard and lead profile scorecard, together with a lead score matrix that specifies the thresholds for each lead score value. In addition to that, relevant marketing actions for each lead score value in the model is presented in the result.