Lead scoring is BS.

At least that's what I thought before talking to Jon Farah.

Here's the thing - I've seen too many companies do this: Marketing teams sit in a room.
"Website visit = 1 point.
eBook download = 10 points.
Demo request = 50 points."

Why those numbers? Because they “sound good.” 🤷‍♂️

Then sales gets these "qualified" leads and goes... "Why am I calling someone who never asked for a demo?"

But Jon just changed my mind.

He showed me how one of his clients converts 20% of top-of-funnel leads into sales-ready leads.

The difference?

Most companies only track fitness scoring (job title, company size). Jon adds engagement scoring across multiple channels:

• Email opens and clicks

• Page visits (weighted differently - homepage ≠ demo page)

• Social signals via Phantom Buster App

• Lead magnet downloads

Then here's where it gets interesting:

Instead of one generic nurture sequence, they create personalized journeys.

Downloaded a lead magnet? You get educational content about the problem.
Visited the demo page 3 times? You get competitive comparisons and some "why us" content.

They even have a whole stage for lost opportunities.
That 80% who didn't close? They get re-engaged with relevant content. Jon believes you can squeeze an extra 5% back into the pipeline this way.

Yea, I'm definitely implementing this for Chosenly someday 😏

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