Lead Scoring

An objective system for ranking leads to determine which ones are ready to convert immediately, which ones need further nurturing, and which ones are highly unlikely to buy. Lead scoring is a key feature of marketing automation platforms. An automated lead scoring system is rules-based and takes into account the online behavior of sales prospects. Actions like opening an email, filling out an online form, attending a webinar, visiting a company website, or clicking a specific link add to a lead’s overall score. The higher the score, the more probable it is that a lead will convert.

A lead scoring system allows sales and marketing teams to prioritize prospects based on revenue potential and buyer readiness, in order to concentrate on the best opportunities for conversion.