What is Lead Scoring and Why is it Important?

Andrew Strassmore
Andrew Strassmore
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Lead Generation



Lead scoring is the process of assigning a numerical score to each lead in order to predict the likelihood that they will eventually become a customer.


Lead scoring is important because it helps marketers and sales teams prioritize their efforts and focus on those leads who are most likely to buy — thus increasing conversion rates, revenues, and ROI. By ranking leads according to their value and potential for conversion, businesses can easily identify which leads should receive more nurturing or be sent directly to sales reps for further follow-up.

Lead scoring also ensures that marketers allocate resources efficiently by only dedicating time and effort towards the most qualified prospects. This allows companies to spend less time following up with unqualified leads while improving their chances of closing deals with high-value prospects.

Lead scoring also helps to create a more consistent process for evaluating and following up with leads. It allows businesses to quickly identify which leads are worth devoting resources to and come up with an effective strategy for engaging those who have the highest potential of becoming paying customers.

Advantages of Lead Scoring

In addition, lead scoring helps marketers understand their target audience better, so they can create more accurate buyer personas and target campaigns towards prospects who are likely to convert. Finally, it makes it easier for sales teams to determine which stage of the buying journey each lead is in — enabling them to focus on providing personalized follow-ups that will further increase conversions.

How Does this Relate to Your Close Rate?

Lead scoring is directly related to your close rate. As mentioned earlier, it helps prioritize leads and focus on those who are most likely to convert — thus helping marketers and sales teams convert more leads into paying customers. Since lead scoring enables businesses to focus on engaging better-qualified prospects, it often increases the likelihood that a sale will be made.

Additionally, lead scoring can help companies identify which suspect leads need further nurturing before they become qualified enough for a sale. By determining which suspect leads are worth pursuing, businesses can reduce their overall marketing costs while making sure they’re targeting the right prospects with the right message at the right time.

What is Explicit Lead Scoring?

Explicit lead scoring is a process that marketers use to measure and rank prospects based on the personal information they have provided. It involves assigning numerical values to certain criteria, such as industry, job title, and source of traffic, in order to determine which leads are more likely to result in a successful conversion. The scores assigned allow marketers to prioritize their follow-ups and resources towards those leads who have the highest potential for success.

Explicit Lead Scoring Factors

Explicit lead scoring is an important part of the sales process, as it helps businesses focus their efforts on leads with higher purchasing intent while at the same time reducing wasted time pursuing those with lower value or less interest. In addition to helping prioritize resources and follow-up efforts, explicit lead scoring can also help provide valuable insight into how well particular marketing campaigns are performing. By measuring how well a campaign engages prospects from different sources over time, marketers can better understand what tactics are working best and make adjustments as needed.

Explicit lead scoring is also very useful for segmenting lists for targeted outreach purposes. By sorting through data points such as company size or geographic location and assigning appropriate scores, marketers can create highly tailored campaigns designed to speak directly to each individual prospect's needs and interests—ultimately increasing engagement rates and improving conversions.

What is Implicit Lead Scoring?

Implicit lead scoring is a process used by marketers to identify prospects that are likely to convert into customers. It seeks to identify patterns and relationships between the activities of potential buyers and their likelihood of conversion. It uses data collected from customer interactions such as website visits, email open and click rates, form submissions, social media engagement, and more to create a score for each lead. The higher the score, the more likely this person is to purchase a product or service. This system allows marketers to quickly identify which leads should be pursued with further outreach campaigns or follow-ups.

Implicit Lead Scoring Factors

Unlike explicit scoring systems which typically require the customer to complete a survey or questionnaire in order for their score to be calculated, implicit lead scoring does not require any input from the customer. All of the data needed is already available from the customer's activity on various digital channels, making it a much faster method of lead scoring. Additionally, it can provide insight into how customers behave and why they may be more likely or less likely to convert. For example, if a customer visits your website multiple times before placing an order then implicit lead scoring can tell you that this person was very interested in what you had to offer before they decided to make a purchase.

Implicit lead scoring can provide powerful insights into customers’ behavior that would otherwise remain hidden with traditional methods like explicit surveys or questionnaires. By leveraging these insights, marketers gain valuable information about who their best prospects are so they can focus their efforts on those most likely to convert.

How to Identify Lead Score?

To identify lead score, businesses must first define what makes a “hot” lead. This can depend on the company’s budget, industry, customer lifecycle, products or services being sold, etc. By assessing each variable that could contribute to making a customer more likely to purchase from a business, companies can create qualifications for their ideal customer profile (ICP).

Once they have identified their ICP profile, businesses can start evaluating their leads against it. This process usually involves assigning numeric values to certain factors such as job title, industry or geographical area to create an overall score for each lead. The higher the score for a given prospect, the more likely they are to be qualified as a potential customer in the near future.

With this information companies can begin segmenting their prospects according to their lead scores and nurture them accordingly with personalized content and offers. Companies should also constantly monitor how well different segments of prospects interact with their campaigns in order to refine and improve over time. With frequent tracking and analysis of lead scores businesses can accurately predict whether or not they are likely to convert into customers in the short-term future.


Lead scoring is an important part of any modern marketing strategy as it helps marketers prioritize leads they should focus on while improving their chances of closing deals with high-value prospects. It also enables sales teams to better understand which stage of the buying journey each lead is in so they can provide more personalized follow-ups that are more likely to convert. Finally, lead scoring makes it easier for businesses to identify suspect leads that need further nurturing before they become qualified enough for a sale — thus reducing overall costs while increasing ROI. Understanding the basics of lead scoring and leveraging it properly can be a powerful tool for any business.

Andrew Strassmore

Chief Marketing Officer

Visits: 74

Marketing addicted and blockchain inspired. Writing about marketing and cryptocurrency since 2017.

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