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Advanced Concepts

Lead Scoring

A method of ranking leads based on their engagement and likelihood to convert.

Definition

Lead scoring is a methodology for ranking prospects based on their perceived value and readiness to buy. Scores are assigned based on demographic fit (company size, role, industry) and behavioral signals (email engagement, website visits, content downloads). Higher scores indicate leads that are more qualified and ready for sales outreach.

Why It Matters

Lead scoring helps prioritize sales and marketing efforts on the leads most likely to convert. It prevents sales teams from wasting time on unqualified leads while ensuring hot prospects get immediate attention. It also improves marketing efficiency by targeting resources appropriately.

How It Works

You define scoring criteria and point values. Positive actions (opening emails, downloading content, visiting pricing pages) add points. Negative indicators (unsubscribing, inactivity) subtract points. When a lead reaches a threshold score, they are flagged for sales follow-up or moved to different email sequences.

Best Practices

  • 1Include both demographic and behavioral factors
  • 2Weight actions that indicate purchase intent more heavily
  • 3Implement decay for inactivity
  • 4Regularly review and adjust scoring criteria based on outcomes
  • 5Align scoring thresholds with sales team capacity

Frequently Asked Questions

High-value actions include: visiting pricing page, requesting demo, downloading buying guides, attending webinars, clicking CTAs repeatedly, and engaging with sales emails. Weight these higher than passive opens.

Analyze your historical data. Look at what actions converted leads took before purchasing. Set your 'sales ready' threshold based on behaviors that correlate with conversion. Adjust based on results.

Yes, implement score decay for inactivity. A lead who was highly engaged 6 months ago but has gone silent is not as valuable as their score suggests. Reduce scores over time without activity.