Optimization of Digital Marketing Processes Through Modeling of Lead-Scoring

Abstract

The primary purpose of this paper is to explore and identify the possibilities for optimizing of digital marketing activities through establishing valuesystems reflected in lead-scoring models. Methodologically, the paper was based on the conclusions of quantitative and qualitative research, largely through drawing conclusions through secondary research, but also through primary research based on experimental, empiric cases of using digital marketing software tools such as the ClickDimension-corporate CRM tool. The empiric part of the primary research was enabled through the author's practical experience as a marketing executive in an IT industry-leading Serbian and regional system-integrator company. Conclusions of this paper can positively influence practical application of marketing, namely CRM tools through which organizations can model their value-systems reflected in lead scoring, in order to best optimize their digital marketing efforts in an optimal utilization of their resources. Although this particular paper focuses on the use of a particular software tools, the methodology translates to other similar consumer-relationship-management tools used in practice as well, making its potential application broader and more relevant to marketing professionals and academic community.