Lead scoring
Also known as: lead nurturing
In lead scoring, leads are ranked and classified by assigning them a score. Based on the score, the most appropriate marketing and sales strategy can be attached to each individual lead. This choosing the right approach is called lead nurturing.
Lead scoring can be automated, such as by certain actions like clicking a link in an e-mail or certain behaviors on the website or social media, or by manually assigning scores. Tracking these scores is done in a lead management program or similar crm system.
The lead score can be used to determine which leads are most valuable (read: most likely to convert ). The number of points can also be used when targeting certain communications and expressions.
The interest of leads with a low score can be piqued using direct marketing while leads with a higher score can be more focused on sales. Approaching the lead again can be taken out of the hands of marketing automation.
