What Is Lead Scoring?

what is lead scoring

Lead scoring is a method of ranking prospects according to their sales readiness. Rather than simply designating leads as qualified or unqualified, lead scoring attempts to quantify just how likely a prospect is to make a purchase and just how good a fit they are for your products and sales priorities. The process works by assigning values to prospect behaviors (such as website visits, asset downloads and other signs of interest) and characteristics (such as company size and geography) and then using these values to compute the overall scores. 

The ultimate goal is to weed out the bad leads and focus salespeoples’ efforts solely on the most promising and profitable ones. That would be a huge help to sales – if it actually worked. In reality, traditional lead scoring hasn’t lived up to its billing. It’s a completely manual process, and despite the appearance of mathematical rigor, it turns out to be more wishful thinking than science. The values assigned to behavioral and fit signals are usually based on little more than hunches and assumptions using very limited data sets. The resulting scores are not much more than guesses, and have little predictive accuracy.

Sales and marketing teams have always butted heads when it comes to the quality of leads entering the sales pipeline. Marketers do their best to generate good leads, but at the end of the day, inaccurate qualification leaves sales reps wasting much of their time on dead ends. 

The constant pipeline battles wear down even the best demand generation leaders. Yes, even those who consider themselves well-versed in traditional lead scoring methods still struggle to identify and prioritize truly qualified leads. It’s enough to drive any marketer mad. 

Fortunately, we have the magical (okay, it’s AI-driven) solution.

Intelligent Predictive Lead Scoring Is Here To Save You

When it comes to making critical sales and marketing decisions, traditional lead scoring is like stopping at the gas station to ask for directions, while predictive lead scoring is Google Maps – the instant clarity of knowing where you are and what to do next.

Infer’s AI-powered predictive analytical software leverages machine learning to analyze thousands of data signals on prospects. It builds sophisticated behavioral and fit models to predict their sales readiness with highly accurate predictive lead scores. 

Predictive lead scoring tools like Infer take the guesswork out of lead qualification and deliver lead scores every meThe faster the notification, the greater number of people who can be warned and potentially avoid the shooter. In addition, better two-way communication enables a faster, more effective response by law enforcement.mber of your sales and marketing teams can rely on.

How Does Predictive Lead Scoring Work?

We’re glad you asked. At first glance, a predictive lead scoring tool like Infer seems too good to be true. But go ahead and pinch yourself because Infer really is all that and a bag of chips. (Disclaimer: chips not included.)

Infer connects with existing data from your CRM or marketing automation systems, whether that be HubSpot, Marketo, Salesforce or other platform. After connecting, our tool then matches each of your records against our proprietary dataset to identify thousands of signals, including social media presence, job title, website technology and more.

Next, Infer uses advanced machine learning algorithms to discover the deep patterns within your marketing data that have been escaping your notice. Infer then analyzes this data and creates a predictive model to identify which prospects are most likely to become customers, assigning a score to each one.

P.S. Our predictive scores are statistically proven to be accurate. Let’s see a manual lead scoring system do that!

Sounds Great. But What Difference Will This Make For Me Really?

By now you may be wondering, “what difference will this make for me really?”

Here’s a better question: What aspects of your demand generation won’t see improvement? The answer: None.

Everyone on your demand generation team will reap the benefits of Infer’s predictive lead scoring system. And we guarantee you’ll get results quickly.

Your marketing team will enjoy increased effectiveness thanks to their ability to better understand and target leads. Additional benefits include a lower cost per good lead, faster pace of innovation and increased lifetime value of customers.

Your sales team will also enjoy increased effectiveness thanks to Infer’s ability to score, filter and prioritize leads instantly. You can expect to see an increase in average deal size, efficient and personal nurture follow-ups as well as a higher conversion rate.

Big growth plans? Predictive lead scoring will ease those growing pains. Infer’s intelligent model scales from thousands to millions of leads without breaking a sweat.

Plus, did we mention more revenue?

Transform Your Pipeline Today

See Firsthand How Infer Uses Your Own Data To Create Custom Scoring Models