What is Lead Scoring and how to do it
Posted: Tue Jan 28, 2025 5:46 am
Attention, branders ! Have you ever felt frustrated when trying to define the profile of your ideal client in a digital ecosystem that changes every day? Would you like to have a strategy to discover which followers of your brand are really worth connecting with?
From experience, we know how difficult it is to find the ideal client in an ever-changing digital landscape. Luckily, today we have a “compass” to optimize the evaluation of potential clients effectively: lead-scoring .
If you want to know more about how to detect compatibility between your company and potential clients to scale your project sustainably over time, we invite you to continue reading.
What is lead scoring?
Lead scoring is a marketing pakistan email list technique that evaluates and classifies your potential customers (leads) based on their interest in your product or service and their likelihood of becoming real customers.
In other words, “ scoring ” consists of assigning scores to leads based on a series of predetermined criteria such as, for example, their demographic profile, interaction with your website and email, downloading of content, their behavior on social networks, their digital footprint, etc.
The leads that receive the highest scores as a result of this process are the ones you should prioritize when deploying your 360 marketing campaign .
The impact of Lead Scoring on business marketing
You're probably still wondering why lead scoring is important for your business. If you're still confused, imagine lead scoring working like a dating app's algorithm . The app's filters improve the user experience and save time by making it easier to find the most compatible people based on personal data, preferences, location, and online activity.
Lead scoring works in a similar way for your digital business : scoring potential customers according to specific variables helps you efficiently identify which leads are most likely to “fall in love” with your brand and make a purchase.
This way, sales teams can focus on conversions instead of spending most of their time and resources qualifying leads . Additionally, today, there are predictive lead scoring software (an example is the one offered by Hubspot ) that allow you to automate digital marketing processes such as qualifying b2b leads and collect your clientele information in one place.
Lead categorization: typical segments
Now that we have a better understanding of what lead scoring is and how it relates to qualifying sales opportunities, let's see how to implement it.
First, we need to segment our leads: this will help us have a clearer and more descriptive view of each potential client.
We can then classify and prioritize these profiles according to our objectives.
Let's move from theory to practice . Let's say your company specializes in selling sustainable cosmetics and wants to use lead scoring to find customers who want quality eco-friendly products. Let's look at some typical variables your company could use when qualifying prospects from a multidimensional perspective :
Demography
Segmenting leads based on demographics such as age, gender, geographic location, or social media behavior is critical. If the lead matches the demographic profile of your “ buyer persona ” or ideal customer (e.g., “millennials interested in sustainability”), then they are given a higher score in the scoring process.
Fingerprint
Analyzing user behavior in the digital ecosystem can provide your marketing team with valuable information about their compatibility with your product or service. If your lead spends a lot of time on your website reading articles about, for example, organic ingredients or downloads your infographic on beauty routines: you have a match!
From experience, we know how difficult it is to find the ideal client in an ever-changing digital landscape. Luckily, today we have a “compass” to optimize the evaluation of potential clients effectively: lead-scoring .
If you want to know more about how to detect compatibility between your company and potential clients to scale your project sustainably over time, we invite you to continue reading.
What is lead scoring?
Lead scoring is a marketing pakistan email list technique that evaluates and classifies your potential customers (leads) based on their interest in your product or service and their likelihood of becoming real customers.
In other words, “ scoring ” consists of assigning scores to leads based on a series of predetermined criteria such as, for example, their demographic profile, interaction with your website and email, downloading of content, their behavior on social networks, their digital footprint, etc.
The leads that receive the highest scores as a result of this process are the ones you should prioritize when deploying your 360 marketing campaign .
The impact of Lead Scoring on business marketing
You're probably still wondering why lead scoring is important for your business. If you're still confused, imagine lead scoring working like a dating app's algorithm . The app's filters improve the user experience and save time by making it easier to find the most compatible people based on personal data, preferences, location, and online activity.
Lead scoring works in a similar way for your digital business : scoring potential customers according to specific variables helps you efficiently identify which leads are most likely to “fall in love” with your brand and make a purchase.
This way, sales teams can focus on conversions instead of spending most of their time and resources qualifying leads . Additionally, today, there are predictive lead scoring software (an example is the one offered by Hubspot ) that allow you to automate digital marketing processes such as qualifying b2b leads and collect your clientele information in one place.
Lead categorization: typical segments
Now that we have a better understanding of what lead scoring is and how it relates to qualifying sales opportunities, let's see how to implement it.
First, we need to segment our leads: this will help us have a clearer and more descriptive view of each potential client.
We can then classify and prioritize these profiles according to our objectives.
Let's move from theory to practice . Let's say your company specializes in selling sustainable cosmetics and wants to use lead scoring to find customers who want quality eco-friendly products. Let's look at some typical variables your company could use when qualifying prospects from a multidimensional perspective :
Demography
Segmenting leads based on demographics such as age, gender, geographic location, or social media behavior is critical. If the lead matches the demographic profile of your “ buyer persona ” or ideal customer (e.g., “millennials interested in sustainability”), then they are given a higher score in the scoring process.
Fingerprint
Analyzing user behavior in the digital ecosystem can provide your marketing team with valuable information about their compatibility with your product or service. If your lead spends a lot of time on your website reading articles about, for example, organic ingredients or downloads your infographic on beauty routines: you have a match!