Marta: Let's say that by engagement

[mahbubamim077]

We need to understand when the lead should be passed to sales and when not. And this matrix that you see is used for this very purpose:lead_generation_b2bAs you can see on the vertical axis we have the FIT , that is, the correspondence of the name collected to the identikit of the buyer persona that we imagined and on the horizontal axis the ENGAGE , that is, how much this name has interacted with the contents, how much he has shown me that he is truly interested in what my company sells and does.
Only the names that are very responsive to our self employed data buyer persona and have interacted can be passed to sales. These are the contacts that we see in the green quadrant.

You mean the lead's activities on a digital, social, website, etc. level?

Laura: Exactly. With the tracking that we have today of digital actions, we can know and detect the interactions of users with the site, newsletter or landing page .
If my target is a marketing manager and I see that this person has read my newsletter, downloaded the lead magnet , went to the page of a specific product, it is clear that this person is truly interested.lead_scoring_contattiThis is what a platform like Smshosting allows you to do: track the entire history of your leads, to understand exactly their actions and then "guide" the next steps from that.