Lead scoring can be implemented in most marketing automation platforms by assigning numeric values to certain website browsing behaviors, conversion events, or even social media interactions.

The resulting score is used to determine which leads should be followed up with directly by a sales rep or which leads need to be nurtured further down the funnel.

Based on this research, it seems as though lead scoring is an effective lead nurturing tactic that most marketers simply aren’t taking advantage of yet.

7. Be sure your sales and marketing strategies are aligned.

According to a study by market research firm CSO Insights, when both sales and marketing share responsibility for lead nurturing, companies experience a significant financial boosts. In fact, organizations with tightly aligned sales and marketing teams experience 36% higher customer retention rates.