Scoring is a technique used in digital marketing to measure the level of interest and/or the quality of leads (potential customers) that have interacted with a company through different channels, such as social networks, websites or emails. It is a tool that allows assigning a score to each lead based on its level of interaction and its probability of becoming a customer.
The scoring is based on the analysis of various data such as the frequency and type of interaction that a lead has had with a company, its geographic location, its behavior on the website, among others. Based on this data, a model is generated that assigns a score to each lead. This score allows sales or digital marketing teams to prioritize leads and focus on those that have a higher probability of becoming customers.
For example, if a company has a registration form on its website, leads who complete it may receive a higher score than those who just visit the page. If a lead interacts with the company through social media or opens a marketing email, they may also receive an additional score.
The Sales Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.