Every B2B marketer wants to do a better job of identifying which prospects are in-market and ready to buy, and which are just kicking tires. While there are a lot of vendors who say they’ve got behavioral scoring figured out, the degree of accuracy and coverage can vary widely. If you can avoid scores that sales doesn’t trust and instead find an approach that predicts winners at a very high rate, you’ll reach hero status in your organization. Below are four questions to help you evaluate behavioral modeling techniques:
1. Does the model tell you when prospects will buy?
Many behavioral models simply add points for different activities, but in order to know if someone is likely convert in a fixed timeframe, say “the next three weeks,” you need to take timing into account. A good behavioral model will look at the concentration of activity, the breath of engagement, and it will decay activities at the appropriate rate.