A model that assigns numeric scores to leads based on fit (firmographic data) and engagement (behavioral signals), used to prioritize sales outreach to the highest-probability buyers.
Lead Scoring combines two dimensions. Fit (company size, industry, role) predicts whether the lead matches your ICP. Engagement (page views, content downloads, email clicks) predicts whether they're actively buying. Each signal carries a weight; total score crosses thresholds that trigger sales handoff or different marketing tracks. Modern stacks use ML to learn weights from historical conversion data instead of guessing them.
A B2B SaaS lead scoring model that gives +50 for VP+ title at >100-employee company and +5 per pricing page visit; sales gets notified at score 100.
Lead Scoring stops sales from chasing dead leads. Focusing the team's attention on the 10-20% of leads most likely to close pays back many times over.
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