The term “Lead Scoring” refers to a particular methodology that allows a lead’s various activities or data to be scored in order to qualify and assess its growth in value over time.
Lead classification through lead scoring can involve both the sales and marketing departments of the company and is usually based on a number of parameters that can range from completion of profiling information, for example, to different actions taken (opening or clicking on emails, online behaviours).
Lead scoring allows companies to optimise lead management and, therefore, can prove particularly useful for those entities that find themselves having to manage a considerable amount of contacts.
As anticipated, lead scoring can be based either on the quantity and quality of the information present for the contact itself, or on the actions and activities they perform.
In the first case, one may choose to award a score to the completeness of data pertaining to the biographical record such as first name, last name, email, cell phone, and job position.
In the second case, on the other hand, actions such as opening or clicking on emails, downloading form-mediated resources, signing up for particular online services, rather than participating in offline events and initiatives will be judged relevant for scoring purposes.
CDP and marketing automation software enable automated lead scoring management and thus the implementation of effective lead nurturing strategies.
