Lead scoring
Automatically assigning a numeric score to leads based on their behaviour and attributes website visits, email opens, company size, job title. High-scoring leads are routed to sales immediately; low-scoring ones enter nurture sequences.
77%
higher conversion rates for companies using automated lead scoring
HubSpot 2024
Expert insight
A lead-scoring model built once and never recalibrated drifts out of alignment with what actually predicts a sale as a business's customer base and sales process evolve, the criteria that predicted a good lead a year ago may not hold today. Lead scoring needs periodic validation against actual close data, not a fixed rule set left untouched indefinitely.
In a real workflow
Leads get points for company size, role and pricing page visits; above a threshold they go to sales.
Common mistakes
- Scores nobody calibrates against real outcomes.
- Too many criteria to explain.
Complexity level
Requires some familiarity with automation concepts.
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Quick facts
77%
higher conversion rates for companies using automated lead scoring
HubSpot 2024
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