Test the organisation's response to automated lead scoring under conditions that are less than ideal.
Designing Strategies for Automated Lead Scoring
A concise, decision-focused programme covering automated lead scoring end to end.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Buyers now complete much of their decision on automated lead scoring before speaking to anyone. A message about this aspect of marketing and commercial practice that tries to reach everyone reaches nobody. They gain the ability to sequence improvements to the practice within marketing and commercial practice in an order their organisation can absorb. The course sets out a working method for automated lead scoring that participants can apply the week they return. Post-incident reviews keep identifying weaknesses in the marketing and commercial practice discipline that were visible long before the incident. Participants come from operational and oversight roles, and both perspectives on this part of marketing and commercial practice are used deliberately. Work is grounded in real cases drawn from automated lead scoring, which each participant adapts to conditions in their own organisation. Improvement in the wider marketing and commercial practice agenda stalls when it depends on one capable individual rather than a defined method. The final module sets out how progress on this aspect of marketing and commercial practice will be evidenced six months later.
Expected Learning Outcomes
Build the positioning for automated lead scoring around a claim competitors cannot honestly make.
Design the retention and win-back approach for automated lead scoring.
Set the attribution model for automated lead scoring and understand its limits.
Present the case for investment in automated lead scoring in terms that a finance function will accept.
Draw practical lessons from failures in automated lead scoring without assigning blame that suppresses reporting.
Design the qualification criteria that stop effort being wasted in automated lead scoring.
Who Should Attend
Digital marketing specialists executing automated lead scoring.
Staff seconded into improvement work on automated lead scoring.
Product managers whose proposition depends on automated lead scoring.
Commercial analysts measuring performance of automated lead scoring.
Retail and channel managers executing automated lead scoring in the field.
Training and development staff building internal capability in automated lead scoring.
Course Modules
Automated lead scoring: channels, content and creative
2 sessions · 8 pointsSession 1Closing out automated lead scoring and capturing what was learned
- Set objectives for automated lead scoring in revenue terms with a timeframe.
- Agree the attribution model for automated lead scoring and state its known limits.
- Benchmark the organisation's automated lead scoring against comparable operations.
- Script the three most common objections in automated lead scoring and the responses.
Session 2The handover between marketing and sales in automated lead scoring
- Test creative for automated lead scoring at small scale before full commitment.
- Define the trigger that would require automated lead scoring to be redesigned.
- Build the content that answers the buyer's real question about automated lead scoring.
- Design the retention action triggered when a customer of automated lead scoring goes quiet.
Automated lead scoring: qualification and pipeline discipline
2 sessions · 8 pointsSession 1The claim about automated lead scoring competitors cannot copy
- Identify single points of dependency in automated lead scoring and reduce them.
- Check that records of automated lead scoring answer the questions likely to be asked.
- Select channels for automated lead scoring based on evidence, then cut the rest.
- Document the sales process for automated lead scoring so a new joiner can follow it.
Session 2The decisions in automated lead scoring that cannot be delegated
- Confirm that those complying with automated lead scoring understand why it exists.
- Write the positioning claim for automated lead scoring and test whether a competitor could say it too.
- Review whether short-term tactics on automated lead scoring are damaging the brand.
- Check that automated lead scoring still works when volumes rise unexpectedly.
Automated lead scoring: positioning and the honest claim
2 sessions · 8 pointsSession 1Handling the objection to automated lead scoring that ends most conversations
- Record what was learned when automated lead scoring did not go as planned.
- Verify six months later that changes to automated lead scoring have held.
- Anticipate the objections automated lead scoring will raise and prepare the answers.
- Define the handover point between marketing and sales in automated lead scoring.
Session 2Comparing automated lead scoring with recognised practice
- Compare cost of acquisition against value in automated lead scoring.
- Set out how exceptions to automated lead scoring are requested and approved.
- Prepare the summary of automated lead scoring that senior management will read.
- Measure lifetime value from automated lead scoring, not just first purchase.
Automated lead scoring: objection handling and negotiation
2 sessions · 8 pointsSession 1Defining the audience for automated lead scoring narrowly enough to matter
- Review whether automated lead scoring is aligned with the objectives of the commercial team.
- Rank the weaknesses in automated lead scoring by consequence rather than by ease of fixing.
- Remove steps in automated lead scoring that add effort without adding assurance.
- Collect evidence on the present handling of automated lead scoring before proposing changes.
Session 2Testing the message on automated lead scoring before spending
- Build the report on automated lead scoring that answers whether to spend more or less.
- Establish who is informed, consulted and accountable in automated lead scoring.
- Describe the buyer for automated lead scoring specifically enough to name who is excluded.
- Map the decision journey for automated lead scoring and mark where the choice is actually made.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.