Lead Scoring

To refresh your memory - or introduce the concept - I am going to explain what Lead Scoring is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better

Definition

Lead scoring is a technique that allows us to classify leads from a database. This classification is based on a point or scoring system that depends on how close the buyer persona lead you have identified to your company is. And on the other hand, how loyal our client is considering all the interactions he or she has had with the various channels of the organization, as well as the phase of the purchase process or «pipeline» in which they are in.

Example

Imagine two people of the same age, about 35 years old.
  • Age 35 years
  • They both follow us on our blog/newsletter
  • The first one has visited our website, specifically our prices page
  • The second has also visited the pricing website but has gone a step further, and then abandoned the shopping cart
At the level of affinity with our buyer persona and knowledge of the company, they both would have the same score, since they are the same age and both follow us on the blog. But, at the purchasing process level, the second customer is more advanced.
 

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