GLOSSARY
Lead scoring
DEFINITION
Lead scoring gives each contact a score based on who they are (role, company, industry) and what they do (pages viewed, emails opened, documents downloaded). It shows how interested they are and when to hand them over to sales.
A good score combines a person’s details with their behaviour. It gives more weight to actions close to a purchase, such as a quote request or a visit to the pricing page. And it gets corrected by results: the contacts who became customers show what really mattered.
We set it up in marketing automation tools such as HubSpot and ActiveCampaign.
