Sales Dictionary
Lead Scoring
Definition
A methodology used to rank prospects against a scale that represents the perceived value of each lead.
Deep Dive
Lead scoring is a methodology used to rank prospects against a predefined scale, representing their perceived value and readiness to buy. This quantitative approach assigns points to leads based on a combination of their demographic information (e.g., industry, company size, job title) and behavioral activities (e.g., website visits, email opens, content downloads, form submissions). Higher scores typically indicate a more engaged and better-fit lead, making them a higher priority for sales follow-up.
Examples & Use Cases
- 1A prospect receives 5 points for opening a marketing email, 10 points for visiting the pricing page, and 20 points for downloading a product datasheet.
- 2A B2B company assigns higher scores to leads whose job titles indicate decision-making authority or whose company size matches their target enterprise segment.
- 3Automatically routing any lead who achieves a score above 75 to the sales team for immediate follow-up, while those below are re-enrolled in a nurturing campaign.
Related Terms
Lead QualificationMarketing Qualified Lead (MQL)Sales Qualified Lead (SQL)