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What Is Lead Scoring?


    Rating 4.32 (9 votes)

     11/06/2018



    How do you know which of your inbound leads are most likely to convert into paying customers? Meet lead scoring. Lead scoring is the process of assigning a value to each lead so your sales team can prioritize outreach. Learn more: https://hubs.ly/H0bBdSZ0

    With inbound marketing, you're able to attract a high volume of leads. The challenge then becomes: Which of those leads are most likely to convert into paying customers?

    The thing is, not all leads are created equal. Only 10% typically convert into customers. So you need a scalable way to get in touch with the right prospects -- fast.

    Meet lead scoring. Lead scoring is the process of assigning a value to each lead so your sales team can prioritize outreach. Here’s how it works:

    First, you’ll need to determine the lead-to-customer conversion rate for all your leads. This is your benchmark.

    Then, examine different attributes to determine what makes someone more likely to become a customer.

    This includes things like location, business size, or behavioral data like how many times a prospect views your pricing page.

    Finally, compare the close rate of customers with each attribute. The higher the close rate, the more points you award.

    You probably get the idea: Lead scoring is complicated, and it can be based on inaccurate assumptions.

    Thankfully, marketing and sales tools automate the process using predictive models. And, with the help of machine learning and artificial intelligence, software is getting better at finding patterns and recalibrating based on the most recent prospect data.

    With HubSpot, you can spend less time guessing and more time selling.

    Learn more about predictive lead scoring at hubspot.com.