What is Lead Scoring and is it Worth It?

How it Works

Points for two types of characteristics:

Who is it? Industry, company size, position, region – does the contact fit the target customer profile?

What is he doing? Visited the website, requested a quote, responded to an email, viewed the pricing page multiple times.

Once a threshold is reached, the contact is passed to sales.

When it is Worth It

• From about fifty inquiries per month
• When significantly more inquiries come in than can be processed
• When the quality of inquiries varies greatly

When it is Not Worth It

With ten inquiries per month, you simply call everyone. Any point logic would be effort without benefit.

The Most Important Component

Negative Points. Competitors, applicants, students, private individuals in B2B offers. Without deductions, these individuals end up at the top of the list because they read a lot on the website.

Data Protection

Behavior-based scoring processes personal data and can represent profiling. A legal basis, transparency in the privacy policy, and – in cases of significant impact on the individual – compliance with Art. 22 GDPR are required.

Practically, this means: Points may determine the order of processing but should not automatically trigger a rejection.