Lead scoring is the process of assigning a value (or “score”)to each lead based on how likely they are to convert into a customer. This score is typically calculated using a combination of demographic fit (who they are) and behavioral signals (what they do).

The purpose of lead scoring is to help sales and marketing teams prioritize high-intent leads and focus their efforts where they’re most likely to close deals.

Scoring criteria often include:

• Job title, industry, or company size (fit)
• Website activity, email engagement, or content downloads (behavior)
• Interactions with sales or product usage signals (intent)

Leads with higher scores are typically considered sales-ready, while lower-scoring leads may require further nurturing.