
Identifying the Most Qualified Leads: Establishing Evaluation Criteria for Effective Lead Scoring
Defining the evaluation criteria in Lead Scoring means determining which metrics will best reveal the potential of a lead, which can be:
Demographic Analysis: Discover the lead’s age, gender, geographic location, and job title to understand if it fits your target audience;
Online Behavior: Tracking potential customers' activities on your company website, such as pages visited, time spent, and actions taken, can indicate their interest;
Engagement Level: Evaluate the frequency and type of interactions the lead has with email campaigns, social media and other company channels;
Acquisition Sources: Identifying where the lead comes from can indicate its quality;
Historical Score: Check the lead's past interaction with the company, such as purchases or responses to previous campaigns, to investigate future propensity to purchase.