Lead Scoring
A methodology for ranking leads based on their perceived value and likelihood to convert.
Lead Scoring is a methodology used by sales and marketing teams to rank prospects based on their perceived value to the organization.
**Two Dimensions of Lead Scoring:**
• **Fit Score** (Demographic/Firmographic): How well does this lead match your ICP? • **Engagement Score** (Behavioral): How engaged is this lead with your content?
**Fit Scoring Criteria:**
• Job title and seniority • Department/function • Company size • Industry • Geographic location • Technology stack
**Engagement Scoring Criteria:**
• Website visits (frequency, pages viewed) • Content downloads • Email opens and clicks • Webinar attendance • Demo requests • Pricing page visits
**Lead Scoring Best Practices:**
• Start simple and iterate • Involve sales in defining criteria • Weight high-intent behaviors more heavily • Implement score decay for aging leads • Regularly audit and refine scoring models • Track conversion rates by score range
**Advanced Lead Scoring:**
Modern platforms use predictive scoring with machine learning to identify patterns in leads that convert, going beyond rule-based scoring models.
Related Terms
Marketing Qualified Lead (MQL)
A lead that has been deemed more likely to become a customer based on marketing engagement criteria.
Sales Qualified Lead (SQL)
A lead that has been vetted by sales and determined to be ready for direct sales engagement.
Intent Data
Behavioral signals that indicate a prospect's interest in or research activity around specific topics or solutions.
Lead Nurturing
The process of developing relationships with prospects through targeted content and communications.