Marketing
Définition
Lead scoring is the process of assigning numerical scores to leads based on their fit (demographic match) and engagement (behavioral signals). Scores above a threshold trigger sales handoff. Models can be rule-based (explicit point awards) or predictive (ML on historical conversion data).
Points clés
- Two dimensions: fit (who they are) + engagement (what they do)
- Fit scoring: industry, company size, role, geography
- Engagement scoring: page visits, email opens/clicks, downloads, demo requests
- Predictive models outperform rules once you have 100+ conversions to train on
Exemple
VP Marketing at a $50M software company (fit score 80) visits pricing page 3x and opens 5 emails (engagement 60). Total score 140 exceeds 100 threshold — routed to SDR.
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