What is lead scoring?

Lead scoring is a very useful marketing method for companies because it allows them to classify potential customers based on acquired priority.

In practice, based on perceived value, the various leads are classified, identifying those more qualified from the less qualified ones.

Therefore, lead scoring enables marketing teams to choose the most suitable approach among different types of leads based on their total score.

Lead Scoring Models

The strategies of lead scoring can have different scores depending on the lead they are working with.

The attributed data can be of type explicit and implicit.

Explicit Data

Explicit data concerns the profile with all the characteristics of the leads.

So the data concerning the potential customer's profile can include:

• Gender, age and place of origin;
• The sector in which their company operates;
• The role or job position;
• Income;
• The number of employees.

These data can be easily collected by having users fill out a contact form.

Implicit Data

Implicit data concerns the actions and engagement of leads. 

Therefore, it includes all data related to the interactions of the lead with the company.

Implicit data are indicators of potential customers' interest and preferences, and what led them to seek information about the company's products in question.

Among the types of implicit data we find:

• Online activity: monitored through tracking tools available on the web;
• Information requests: via social media, email, phone, etc;
• Participation: in events promoted by the brand.

Thanks to all the collected data, it is then possible to place different potential customers within the conversion funnel.

Types of leads

Leads are classified according to the company's assessment.

There are scales for classifying leads, such as:

• Unqualified lead: when it has acquired a few points, from 1 to 4;
• Middle lead: with different points from the first one, from 5 to 10;
• Qualified lead: with more than 10 points.

The points chosen for evaluating a lead can vary depending on the company that decides how and when to assign them.