GLOSSARY -> Account Based Marketing - ABM

Lead Scoring

A methodology for ranking leads by their likelihood to convert, using behavioral data, demographic attributes, and engagement patterns to prioritize sales efforts.

Lead scoring assigns numerical values to leads based on how well they fit your ideal customer profile and how engaged they are with your brand. Leads with higher scores are more likely to convert and get prioritized by sales teams.

Scoring Dimensions

Fit (Explicit): Demographic and firmographic attributes

Company size, industry, revenue
Job title, seniority, department
Technology stack, budget

Interest (Implicit): Behavioral engagement

Website pages viewed, time on site
Content downloaded, emails opened
Webinar attendance, form submissions

Traditional vs. Predictive Scoring

Traditional scoring uses manual rules ("VP title = +15 points"). Predictive lead scoring uses machine learning to analyze which attributes and behaviors actually correlate with closed deals in your data, automatically adjusting scores based on what works.

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