Lead generation
Lead scoring
Giving each lead a score for how well it fits the target buyer and how ready it seems, so sales can act on the strongest leads before the rest.
What it is
Scores can follow rules (points for role, company size, actions) or come from a model trained on past leads that did or did not become customers.
Why it matters
For lead generationScoring decides which leads get attention and, if shared with ad platforms, which leads the ads are steered toward.
In practice
Define the inputs, set the threshold for each stage, and check the score against what actually closed.
A common mistake
Setting the rules once and never checking them. A score that does not predict closed deals sorts leads by noise.