Lead scoring is a methodology used to rank prospects against a scale that represents the perceived value each lead represents to the organization.[1] The resulting score is used to determine which leads a receiving function (e.g. sales, partners, teleprospecting) will engage, in order of priority.
Lead scoring models incorporate both explicit and implicit data. Explicit data is provided by or about the prospect, for example - company size, industry segment, job title or geographic location.[2] Implicit scores are derived from monitoring prospect behavior; examples of these include Web-site visits, whitepaper downloads or e-mail opens and clicks.[3][4] Additionally, social scores analyze a person's presence and activities on social networks.[5]
Lead Scoring allows a business to customize a prospect's experience based on his or her buying stage and interest level and greatly improves the quality and "readiness" of leads that are delivered to sales organizations for followup.
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^"Introduction to Lead Scoring". act-on.
^DM News, “Lead Scoring by the Numbers”
^"A 10 Step Framework to Accurate Lead Scores". CRM Search. 30 March 2023.
^"A Quick How to Guide on Social Media Lead Scoring". TargetMarketing.
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