Chapter 10
Lead Scoring, LTV, and Dynamic Pricing
IN THIS CHAPTER
Meeting the trio of concepts that drive marketing strategy
Ramping up lead scoring by using AI technologies
Using AI to calculate a customer’s lifetime value
Adjusting your prices based on a deep analysis of the market
Lead scoring, lifetime value (LTV) metrics, and dynamic pricing emerge as foundational pillars of a marketing program that drives sales performance. Although they’re independent concepts, they work together to orchestrate a series of real-time pricing decisions that inform how much a business should spend to acquire a lead based on projections for its lifetime value.
Lead scoring (assigning a value to a lead, a potential customer), lifetime value metrics (estimates of the revenue potential over the life of a customer relationship), and dynamic pricing (varying the product price to match market conditions) relied, at one time, on human expertise, judgment, and basic financial calculations. With advancements in artificial intelligence (AI), these concepts take on a powerful role that’s automated and based ...
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