Lead scoring is a method of assigning points to different criteria for each lead that flows into your marketing organization. It allows you to rank and prioritize your leads and determine the likelihood of each becoming a customer.
The most accurate lead-scoring systems include both explicit and implicit information. Explicit scores are based on information provided by or about the prospect—company size, job title, geographic location, etc. Implicit scores are derived from monitoring prospect behavior—website visits, white paper downloads, email opens and clicks, etc. Taken together, explicit and implicit factors create a total picture of your prospects that enables you to make an accurate determination of their propensity to buy.
For more tips on lead scoring, visit Silverpop’s archive of lead-scoring white papers.
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