Lead scoring is the process of assigning a “score” to each one of your contacts that reflects their conversion potential and level of interest in your business. This score can be used to qualify leads for marketing messages or sales outreach.
Lead scoring can help your marketing and sales teams work more efficiently. That's because it helps you identify the leads who are likeliest to convert.
To create a lead scoring model, first determine which attributes and behaviors accurately indicate a lead's potential to convert. This includes demographics and behavioral data (e.g. website visits, email opens, webinar attendance). Then assign each action a score and decide the minimum score for someone to become a "hot" or "qualified" lead.