Lead scoring
Also known as: lead nurturing
Lead scoring involves ranking and classifying leads by assigning them a score. Based on the score, each individual lead can be assigned the best suited strategy for marketing and sales. This choosing the right approach is called lead nurturing.
Lead scoring can be automated, such as by certain actions like clicking on a link in an email 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.
Lead scoring can be used to determine which leads are most valuable (read: most likely to convert ). Lead scoring 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 for leads with a higher score the emphasis can be more on sales. Again, the approach to the lead can be taken out of the hands of marketing automation.
