What is lead scoring?
Lead scoring is a method of giving each lead a number of points based on how well they fit your ideal customer and how they've interacted with you. Higher scores point to leads who are more likely to buy and worth contacting first.
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What goes into a score
Scores usually combine fit and behavior. Fit covers traits such as job title, company size, and industry, while behavior covers actions such as visiting a pricing page, clicking emails, or requesting a demo.
Some models also subtract points for signs of poor fit or lost interest.
How teams use scores
A score threshold often decides when a lead becomes a marketing qualified lead and is passed to sales. Scores can also trigger alerts or start a nurturing sequence.
Keeping scoring honest
Models start as educated guesses, so check them against real outcomes. Compare the scores of leads that became customers with those that didn't, and adjust the points that don't predict anything.
Common questions
How does lead scoring work?
You assign points to attributes and actions, and each lead's total becomes its score. When the score passes a set level, the lead is flagged or sent to sales.
What's the difference between explicit and implicit scoring?
Explicit scoring uses information a lead gives you, such as job title or company size. Implicit scoring uses behavior, such as pages viewed and emails clicked.
Is lead scoring worth it for small teams?
It can be, once you have enough leads that it's hard to know who to call first. With a small number of leads, simple qualification rules may do the job.
How often should you update a lead scoring model?
Review it regularly, at least when your offer, audience, or sales process changes. Use closed deals to test whether the scores predicted who bought.
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