What is Lead Scoring?
A methodology for ranking leads based on their likelihood to convert to a customer.
Definition
Lead scoring assigns numerical values to leads based on two dimensions: fit (how closely they match your ideal customer profile) and engagement (how actively they're interacting with your brand). Fit scoring uses firmographic and demographic data. Engagement scoring uses behavioral data like email opens, website visits, content downloads, and product usage. Most CRMs and marketing automation platforms include lead scoring functionality.
Why It Matters
Without lead scoring, sales teams treat all leads equally. A VP at an enterprise company who visited your pricing page three times gets the same priority as a student who downloaded a whitepaper. Lead scoring eliminates this guesswork by quantifying which leads deserve immediate attention.
Example
A lead scores 85/100 because they're a Director at a 500-person SaaS company (high fit), visited your pricing page twice, attended a webinar, and opened 4 emails (high engagement). They get routed to a senior AE immediately.