Assigning a numeric value to each lead based on their behavior and characteristics, so the sales team can prioritize the contacts most likely to become customers.
Definition of “Lead Scoring”
Not every lead is equally ready to buy. Lead scoring assigns points for actions that suggest interest, such as visiting a pricing page, opening multiple emails, or requesting a demo, and for characteristics that match an ideal customer, such as company size or location.
Leads that cross a score threshold get routed to sales for direct follow-up, while lower-scoring leads continue receiving nurture content until they show more interest or their score improves.
“Lead Scoring” In Practice
A B2B service provider scores leads higher for visiting the pricing page than for reading a single blog post. A lead who visits pricing twice and opens a follow-up email crosses the threshold and is automatically assigned to a sales rep for a same-day call.