That’s where lead scoring comes in. In very basic terms, lead scoring is an objective system for ranking leads to determine which ones are ready to convert immediately, which ones need further nurturing, and which ones are highly unlikely to buy. In other words, lead scoring helps you determine which leads are hot — and which leads are not, allowing your sales and marketing teams to put their efforts into the best opportunities for revenue generation.

An automated lead scoring system is a rules-based process that takes into account the online behavior of your sales prospects. Actions like opening an email, filling out an online form, attending a webinar, visiting your website, or clicking a link add to a lead’s overall score. The higher the score, the more probable it is that a lead will convert. Lead scoring ensures that the best leads are passed on to your sales team and prioritized based on revenue potential and buyer readiness.

Discover how to create a Lead Scoring model that works for your organization with this whitepaper.