Lead scoring is a methodology of ranking and prioritising leads based on their value so that sales and marketing can focus on the leads with the most potential, rather than nurturing them all equally. A company can conduct a meaningful evaluation of a potential customer using a combination of explicit and implicit lead scoring.
- Explicit lead scoring considers how closely a lead’s profile matches the buyer persona of an ideal customer. This is demographic data and information about a customer, such as the job title, industry, or location. It shows how relevant a potential lead is to your company.
- Implicit lead scoring takes into account how often and in what ways a potential lead interacts with your business. This is measured through indicators, such as visits to the company website, the lead’s actions carried out there, or responses to email marketing. Implicit lead scoring shows how much interest a potential lead has in your company.
Whether you’re dealing with consumer or business leads, successful lead scoring depends on a number of factors, such as high-quality content, well-defined buyer personas, relevant interactions, and involvement of the sales team. Lead generation software can be a useful tool, as often includes automated lead scoring. Learn more about how to generate leads on the blog.