Lead scoring
What is lead scoring?
Lead scoring is a method of ranking leads by how likely they are to buy. Points are added for fit (industry, size, role, location) and for behaviour (visiting the pricing page, opening emails, booking a demo), and sometimes removed for signs of a poor fit.
Above a threshold, a lead becomes a marketing qualified lead and is passed to sales.
Why lead scoring matters
Sales time is limited. Scoring makes sure the warmest, best-fitting leads are contacted first, while the rest are nurtured.
Related marketing terms
Marketing qualified lead (MQL)
A marketing qualified lead, MQL, is a lead whose fit and interest meet marketing’s bar to be handed to sales for follow-up.
A sales qualified lead, SQL, is a lead that sales has checked and confirmed as a real opportunity worth a direct sales conversation.
An ideal customer profile, ICP, describes the kind of company or person that gets the most value from your product and is best to sell to.
Intent data is a signal that a person or company is researching a purchase now, such as searching a topic or asking for recommendations.
Lead nurturing keeps in touch with leads who are not ready to buy, sending useful content until they are, so they choose you when the time comes.