← Back to Glossary
Lead Scoring
Lead scoring is a methodology used by sales and marketing teams to rank prospects based on their likelihood to convert. Each lead is assigned a numerical score based on various attributes and behaviors.
How Lead Scoring Works
Lead scoring typically evaluates two dimensions:
Demographic Scoring
- Job title and seniority
- Company size and industry
- Geographic location
- Budget authority
Behavioral Scoring
- Website visits and page views
- Content downloads
- Email engagement
- Event attendance
Benefits of Lead Scoring
- Prioritize sales efforts — Focus on leads most likely to convert
- Improve marketing ROI — Identify which campaigns generate the best leads
- Align teams — Create shared definitions of lead quality