Lead scoring – "the process of adding and subtracting points to a lead's value over time based on various lead attributes or demographics, and behaviors," according to MarketSherpa – is impractical to do by hand, but marketing automation makes it possible and powerful.
Your best buyers usually fit certain profile characteristics and follow certain steps on the path through the funnel. Marketing and sales should work together to determine what those characteristics and steps are, and assign point values for each. Marketing automation then profiles your prospects and tracks their actions, automatically assigning lead scoring values to determine sales-readiness.
Information you gather
Two ways to gather information
All the tools in the Act-On platform work together to contribute to aggregate lead scoring.
You can set Act-On to deliver prospects with composite lead scores exceeding the threshold score for readiness and interest to sales automatically.