We began by auditing Georgia-Pacific’s historical account and behavioral data, then augmenting it with third-party industry insights to enrich attributes that weren’t easily captured through marketing interactions alone. Using this expanded data foundation, we developed and tested predictive models to identify the attributes and behaviors most likely to signal openness, in-market status, and long-term customer value.

From there, we built a points-based lead scoring system directly in Salesforce, assigning each prospect a dynamic score based on their stage in the demand generation process. These scores triggered automated workflows aligned to the lead’s value and intent, ranging from call center outreach and sales rep follow-up to direct mail and nurturing emails. The result was a smarter, signal-based system that automatically prioritized leads and routed them to the right channel at exactly the right moment.