Lead scoring has always been a tricky topic in B2B marketing and often being seen as a process that is being done in a black box. 

In this episode, it was great to have Vinnie Romano, Found and Director of Dough joining me to go through his process of developing the lead scoring model for one of his previous clients and how the marketing campaign was able to drive over USD 60 million in new business sales. 

Time to dive into some of my key takeaways that I learnt from our conversation.