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Lead scoring is a must-have tool for today’s B2B marketer. It helps marketers to generate leads that are better qualified, lends direction to their marketing efforts enabling them to focus on the more important ones and also fuels better revenue generation by providing insights for lead nurturing programs. While the idea of lead scoring sounds pretty alluring, a surprising number of businesses fail to engage in it, purely due to lack of knowledge. This whitepaper spells out the benefits of lead scoring and tells you how to create a basic lead scoring model that you can use.