Lead Scoring Challenges with Arman Khayyat

FiredUp! - The Startup Marketing Podcast

While lead scoring is a critical strategy that startup marketers use to prioritize their most promising prospects, it doesn’t come easy. This highly sought-after marketing strategy still has a lot of points of contention and grey areas when it comes to implementation. Today we are joined by one of our own, Arman Khayyat, who leads the technical SEO program for Firebrand as he walks us through all things lead scoring: what it is, why organizations do it despite its challenges, and common approaches to take when implementing it. This week, episode 46 of the FiredUp! podcast is about the challenges of lead scoring!

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In this episode of the FiredUp! podcast, Arman Khayyat shares the many challenges organizations face when getting started with lead scoring and actionable steps you can take right now to successfully implement a lead scoring strategy that aligns with your business goals.
Arman Khayyat is a digital marketing specialist with an analytical background focused on creative, data-driven growth. His focus at Firebrand includes organic and paid search, paid social, data analytics, and content curation. In previous roles, Arman has experience in digital marketing for SaaS and tech startups, paid advertising, and analytics for a startup agency.

Arman, Ian, and Nicole discuss:

• Data quality, complex buyer journey, and marketing/ sales alignment are just the beginning of the lead scoring challenges.
• How to ensure that lead scoring models align with your business goals and the core metrics you should track.
• Organizations must focus on data quality management, defining relevant criteria, and continuous refinement to ensure accurate scoring.
• Depending on resources, budget, and data availability, startups can choose between manual, predictive, or a hybrid lead scoring model.
• A look into how Firebrand’s lead scoring template will help ease some of the fears for startups looking to implement their own lead scoring model.

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

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1. Lead Scoring Challenges with Arman Khayyat (00:00:00)

2. Lead scoring involves assigning scores based on characteristics and actions of leads to determine sales readiness and buying cycle stage. (00:03:05)

3. Defining clear business goals and aligning lead scoring metrics with those goals. (00:09:08)

4. Lead scoring metrics you should be tracking. (00:15:13)

5. The importance of good data quality management in lead scoring models. (00:22:34)

6. Lead scoring models require manual analysis and tinkering. (00:26:13)

7. Manual, predictive, and hybrid lead scoring models. (00:30:09)

8. Challenges in implementing lead scoring models, including lack of data and budget. (00:34:42)

9. FiredUp Five Segment (00:41:14)