Lead scoring
Email and CRM
Email and CRM
Lead scoring assigns points to leads based on who they are and what they do, so you can prioritise follow-up.
Profile attributes (role, company size, industry) indicate fit; behaviour (viewed pricing, requested a demo, opened three emails) indicates timing. Together they set the score.
Start simple with five to ten rules and validate them against reality: which scores actually became customers? A model nobody trusts won't be used.
Related terms
- MQL and SQLAn MQL is a lead marketing considers interested enough to follow up; an SQL is a lead sales has reviewed and judged worth pursuing.
- Marketing automationMarketing automation sends messages and triggers tasks automatically based on behaviour or data, such as a sequence of emails after a download.
- CRMA CRM is the system where you keep customers, contacts, deals and all communication, so everyone sees the same state of play.