Build a lead conversion engine that works.
Do prospects receive real value from leaving their information with you? Do they know exactly what to expect when they do, or are they too concerned with getting non-relevant emails to take the first step?
Since most likely your prospects come to you with different motivations, and may be interested in different products or services, segmenting them based on interest and behavior is key to be able to effectively nurture your leads down the funnel.
While scoring leads is critical to effective funnel management; knowing the levers to actually improve a lead score is how you see measurable growth in both quantity and quality of sales ready leads.