Lead-Scoring-Modell

The lead scoring model is a tool used in sales and online marketing to evaluate leads based on their quality and potential. The goal is to prioritize leads that are most likely to perform a desired action, such as making a purchase or signing up.

A lead scoring model is based on the allocation of points. Criteria can include demographic information (e.g. position in the company or industry) and behavioral patterns (e.g. pages visited, content downloaded or interactions with emails). Actions that strongly indicate an interest in buying are awarded higher scores.

Example: A prospect visits the pricing page of a software company (+20 points) and attends a webinar (+15 points). Their lead score increases, indicating they may be ready to make a purchase.

The advantages of the lead scoring model lie in the increase in efficiency. Marketing teams can develop personalized content that specifically targets highly qualified leads, while sales focuses on potential customers with a high probability of closing a deal.

Developing an effective lead scoring model requires close collaboration between marketing and sales to define relevant parameters and their weighting. Regular adjustments based on results are essential to ensure the model's accuracy.