Lead Scoring

Lead scoring is the practice of assigning numeric or grade-based values to leads based on fit (how closely they match the ICP) and engagement (their behavior, such as content downloads, demo requests, or product activity) to prioritize follow-up and route the highest-intent leads to sales. Modern scoring is often predictive, using historical conversion data to weight signals automatically rather than relying on fixed point rules. It sits inside the marketing automation and CRM stack and directly feeds the MQL-to-SQL handoff.