What Is Lead Scoring? How B2B Teams Prioritize, Convert, and Close More Leads

Marketing teams are usually responsible for generating demand in any organization. Most of the time, they simply hand-off a list of names to the sales team and expect the names to be converted into customers. The sales team starts calling the database only to find out that most of the leads are junk. This counterproductive process ends up in frustration and finger-pointing causing inefficiencies within the organizations profit making teams.

To counter this, there is a mechanism called Lead Scoring. It is a marketing technique that assigns a numerical value to each lead based on their likelihood of converting into a customer. It enables organizations to treat lead prioritization as an analytical, scientific approach that can be managed easily and cost effectively. The sales team can prioritize their leads and focus their efforts on the ones that are most likely to buy.