Lead Scoring
Assigning point values to leads based on attributes and behaviors to prioritize sales outreach.
Lead scoring assigns numerical values to inbound leads based on demographic attributes (industry, role, company size) and behavioral signals (page visits, content downloads, demo requests). Scores prioritize sales outreach toward leads most likely to convert. Modern lead scoring uses ML models trained on historical conversion data, replacing rule-based scoring with predictive accuracy. Tools include 6sense, MadKudu, Infer, and HubSpot Predictive Scoring. Empire325 builds custom lead scoring models tied to client CRM and marketing data, typically improving sales-accepted-lead rates 30-60%.
Related service
Performance Analytics
Marketing measurement, MMM, and incrementality testing to prove ROAS at the channel and creative level.
Explore Performance Analytics →Related terms
Marketing Attribution
The practice of assigning credit for a conversion to specific marketing touchpoints across the customer journey.
Customer Acquisition Cost (CAC)
Total marketing and sales investment divided by new customers acquired in a period.
Customer Lifetime Value (LTV)
Total revenue (or gross profit) a single customer generates over the entire relationship.
Conversion Rate Optimization (CRO)
The systematic discipline of increasing the percentage of visitors who complete a desired action.