Lead scoring

Lead scoring is the practice of determining the value of leads or potential customers by assessing behaviors associated with their interest in certain products or services. It lets companies create more effective marketing campaigns by only targeting interested recipients, increasing overall revenue and conversions.

The practice involves scoring recipients on their actions. For example, brands usually assign five points to a consumer if they visit the blog page or 10 points if they visit a consumer or price page. These points can be taken away if they spend more time on pages like “Contact” or “Careers” because they’re likely visiting the website for another purpose.