In the end, the explicit scoring is combined with the implicit scoring or both the established ratings. Both are important, but are only relevant in relation to one another. Contacts, whose profiles fit well and have received an A rating, are of no use to a company if they aren’t interested in the products and services. If your lead is a managing director, department manager, or even the person responsible for purchasing, it doesn’t automatically guarantee success. Despite the A rating in the case of explicit data, the rating for implicit scoring may be very bad, for example, if the lead hasn’t responded to any of the measures in the lead nurturing process.
On the other hand, the contact having a great interest in the products is worthless if the profile doesn’t correspond to the ideal profile. A classic example in the B2B sector is a contact person who doesn’t have any decision-making power. In the B2C area, demographic data (e.g. income) can often suggest that the person is not able to buy the product. Despite receiving a high rating for implicit scoring, the contact is less valuable.
Both ratings are relevant if the data is interpreted correctly. This results in a general grading, which is of course more detailed in individual cases: