How to implement a lead scoring program

Drive sales by finding the leads more likely to convert

As a marketer, you know not all leads are created equal.

Some leads are more likely to convert into customers than others, and it’s your job to identify and prioritize these high-quality leads. That’s where lead scoring comes in.

Lead scoring is a methodology that assigns a numeric value to each lead based on their attributes and behaviors, allowing you to focus your time and resources on the leads that are most likely to convert.

If you’re new to lead scoring or looking to improve your existing led scoring program, here are three steps you can follow.

Step 1: Define your lead scoring criteria

Once you have a clear picture of your ideal customer profile, it’s time to define the criteria you’ll use to score your leads.

This can include demographic information, such as company size and industry, as well as behavioral data, such as website visits, content downloads, and email engagement.

Assign a point value to each criteria based on its relative importance to your sales process. Here’s an example of how you could score leads based on a customer’s behavior.