Lead Scoring is a systematic process used in marketing and sales to evaluate and rank potential customers (leads) based on their likelihood of becoming paying clients. This evaluation is typically based on various criteria, such as demographic information, behavioral actions, and engagement levels with the company’s content or outreach efforts.
In essence, lead scoring assigns numerical values to leads based on their attributes and interactions. For instance, a lead might receive higher scores for actions like attending a webinar, downloading a whitepaper, or engaging with email campaigns. Conversely, leads exhibiting lower engagement or lacking key characteristics might receive lower scores. The goal of lead scoring is to prioritize leads who are most likely to convert, thereby enabling sales and marketing teams to focus their efforts on the highest-potential prospects and improve overall efficiency.
