Lead scoring is the process of assigning numerical values to leads based on how closely they align with an ideal customer profile (ICP) and how they behave across digital touchpoints. Scores typically reflect a mix of demographic or firmographic data and behavioural signals like content consumption or repeat website visits.
In B2B marketing, lead scoring helps teams understand which prospects are most likely to progress. High-scoring leads often show patterns of meaningful engagement, indicating that they are evaluating a challenge or exploring potential solutions. Scoring frameworks may be linear or model-based, but they all serve the same purpose: to separate passive contacts from those demonstrating real buying momentum.
Lead scoring also plays a critical role in automation and handoff processes. Scores can trigger targeted nurture paths, alert sales when engagement reaches a meaningful threshold, or qualify leads for additional review before moving further into the funnel. When regularly reviewed and aligned with sales feedback, lead scoring becomes a powerful tool for improving lead quality and creating a more predictable path to revenue.