Lead Scoring
Ranking leads by likelihood to convert using fit and behavior signals, so reps work the most promising prospects first.
Lead scoring assigns each lead a value based on how well it fits the ideal customer profile and how it behaves — title and company size on the fit side, opens, replies, and site visits on the behavior side. The score tells reps where to spend limited time, so the hottest leads get worked first instead of being buried in a flat list.
A useful scoring model is built from what actually predicted past wins, not guesses, and is revisited as that pattern shifts. Layered with intent data and enrichment, scoring turns a raw list into a prioritized queue, which is what lets a small team punch above its volume by always touching the leads most likely to close next.
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