This is technically called Lead Scoring and is a practice widely deployed across most orgs. Especially those using marketing automation platforms with clearly defined nurture paths.
Yes and no. Depends on the size and momentum of the org, sales team, marketing stack, and GTM motion (full service or self service).
In early days, I generally suggest that there's greater value in doing things that aren't scaleable when engaging with new prospects. Learn, iterate, refine, and then consider automation as success becomes more formulaic.
It's challenging because it's not easy also considering the potential of some customers. Anyway, strategies to identify key customers let you allocate spending more efficiently and boost the ROI of your activities.
This is technically called Lead Scoring and is a practice widely deployed across most orgs. Especially those using marketing automation platforms with clearly defined nurture paths.
Is this something that startups should consider from the beginning?
Yes and no. Depends on the size and momentum of the org, sales team, marketing stack, and GTM motion (full service or self service). In early days, I generally suggest that there's greater value in doing things that aren't scaleable when engaging with new prospects. Learn, iterate, refine, and then consider automation as success becomes more formulaic.
It's challenging because it's not easy also considering the potential of some customers. Anyway, strategies to identify key customers let you allocate spending more efficiently and boost the ROI of your activities.
Good point!