Despite the proliferation of emerging media channels and ever-tightening marketing budgets, notes Chris McArdle at DemandGen Report, "fewer than 10 percent of B2C organizations are using proven techniques to effectively identify and target prospects."

Why? According to McArdle, B2C companies are often daunted by lead-gen components, such as scoring. But, he assures B2C readers, there's no need to worry. "One of the biggest misconceptions that neophytes have about lead scoring is that it is too complex to implement in their businesses," he says. "In practice, it is not complicated at all."

The important thing, he argues, is learning to crawl before you walk, and to walk before you run. Here's how:

Crawling. As you begin to score, identify leads who are most likely to make a purchase—and give them top priority. "One of the key advantages of lead scoring is how it enables organizations to push their best prospects to the front of the call queue," explains McArdle.

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