Partnerships Glossary

Lead scoring is a process of ranking leads based on their potential value to a business. It involves assigning numerical scores to leads based on various factors, such as demographics, behavior and engagement with marketing materials.

By analyzing these factors, sales and marketing teams can prioritize leads and allocate resources efficiently. Lead scoring helps identify high-quality leads that are most likely to convert into customers. It can also help identify low-quality leads that you can ignore or remove from your pipeline entirely.

Effective lead scoring can significantly increase sales productivity and revenue. It can be used to segment leads, trigger automated marketing campaigns and improve the overall sales process.

A market penetration strategy is a growth tactic focused on increasing sales of an existing product or service within an existing market. This approach aims to capture a larger market share by attracting new customers, encouraging existing customers to purchase more premium subscriptions, or both.

Key tactics for implementing a market penetration strategy include advertising and promotion, price reductions, product improvements and distribution channel expansion. By employing these tactics, businesses can stimulate demand, build brand awareness and strengthen their market position.

Partnerships can significantly enhance the effectiveness of a market penetration strategy by providing access to new distribution channels, complementary products or services and a broader customer base.

Multi-Touch Attribution (MTA) is a marketing analytics model that measures the contribution of multiple channels and touchpoints to a conversion or sale.

Unlike single-touch attribution, which assigns credit to only the final interaction, MTA recognizes the value of the entire customer journey. It allows marketers to understand the impact of different marketing channels, such as email, social media, partnerships and paid advertising on the decision-making process.

By analyzing the sequence of interactions that lead to a conversion, MTA helps businesses optimize their marketing strategies (and co-marketing strategies) and allocate budget more effectively. It provides insights into which channels and touchpoints are most influential, enabling marketers to make data-driven decisions to improve campaign performance and drive revenue growth.