Lead Scoring is the temperature of a lead . Within Inbound Marketing, Lead Scoring measures the degree of interest or score of a user within the Lead Nurturing process that we have previously defined. That is, if it is a cold lead, a hot lead or where the user is.
When the number of leads we generate is very high, we cannot treat all leads in the same way since not all of them are interested in the same type of content, nor do they have the same degree of interest.
Why is lead scoring important?
Knowing the Lead Scoring will allow you to identify the best business opportunities based on the interest and involvement of the user at all times . A user will be in a position to receive different content depending on whether it is a cold lead or a hot one ready for purchase.
Therefore, Lead Scoring is the process by which the level of interest of a lead in our products and/or services, and our own degree of interest in that potential client, is qualitatively determined. Depending on this level, you will be able to carry out segmented and automated actions, and monitor the behavior and activity of your leads, knowing at all times their degree of interest .
To do this, you must use automated Marketing tools , either Inbound tools (such as Hubspot) or other tools that allow us to do automation without the need for a large suite (such as Mailchimp).