Lead Scoring is the process of assigning values, often in the form of points, to potential customers based on their interactions with your website and brand. By building out a lead scoring model, you can effectively identify Marketing Qualified Leads (MQLs) by evaluating the frequency and type of engagements a user has with your digital properties.
For instance, you might allocate 10 points for a user who visits three or more pages on your website, but assign 25 points for attending a webinar. Once your marketing team establishes the point values for key intent actions, a potential customer can reach a predefined threshold, thereby qualifying as an MQL. These qualified leads are then typically passed on to the sales team for follow-up, ensuring that efforts are focused on prospects with higher chances of conversion. This systematic approach helps in prioritizing leads, optimizing marketing efforts, and enhancing the efficiency of the sales process.