Lead scoring is the process of assigning a numerical value to each of your leads based on their behavior, engagement, and demographics. The score reflects the likelihood that the lead will become a customer, and it helps you prioritize your efforts and resources to focus on the leads with the highest potential for conversion.

Lead scoring typically involves tracking various data points such as website visits, email opens, form submissions, social media engagement, and more. Each action is given a certain point value, and as a lead accumulates more points, their score increases. For example, if a lead visits your website multiple times, downloads a whitepaper, and signs up for your newsletter, their score will increase.

Once leads are scored, you can segment them based on their score and target them with personalized and relevant content to move them further down the sales funnel. Leads with a high score can be passed on to the sales team for further qualification and follow-up, while leads with a low score can be nurtured with relevant content until they are ready to convert.

Lead scoring is an important strategy for marketers to effectively manage their leads, prioritize their efforts, and increase the chances of converting leads into customers.