Lead scoring is a data-driven method used to evaluate and prioritise potential customers (leads) based on their likelihood to make a purchase. Each lead is assigned a numerical value or “score” that reflects their engagement level, demographic fit, and buying intent.
In a lead scoring system, businesses assign points to different actions or attributes, such as:
The higher the score, the more qualified the lead is considered. Automation tools such as CRM systems and marketing automation platforms (for example, HubSpot, Salesforce, or ActiveCampaign) automatically track these behaviours and update lead scores in real time.
Lead scoring helps sales and marketing teams:
Automated lead scoring uses AI and machine learning to analyse behavioural data at scale, predict purchase intent, and continuously improve accuracy. This reduces manual effort and ensures sales teams engage with the right leads at the right time.
A SaaS company might assign +10 points to a lead who signs up for a product demo and +5 points for visiting the pricing page. When a lead’s score reaches 50, they are automatically passed to the sales team for follow-up.