After generating leads, it’s helpful to evaluate them so you can engage with them appropriately. This is where lead scoring comes into play. Lead scoring is a way to qualify leads and assess how valuable they are to your organization. Each lead is given a numerical value (or “score”) that represents where they are in their buyer’s journey. That way, highly qualified leads can be connected to your sales team, and leads with a more casual interest can be engaged by your marketing department, saving everyone time and effort.
It doesn’t matter what scoring system you use in your business, as long as it’s consistent. At the end of the day, lead scoring is an important step in creating a customer-focused business strategy that ties into your overall inbound marketing efforts.