While the two terms are sometimes used interchangeably, it is important not to confuse lead qualification with lead scoring. Lead scoring is the process of ranking your leads on readiness to buy. It is a more quantifiable way to qualify your leads.
Most companies who implement lead scoring come up with a point system. This point system is usually unique to the company in particular and is based on desired actions and behaviors that are correlated with a purchase.
Points can be awarded for behaviors such as:
- Visiting your website
- Viewing a particular piece of content
- Opening an email
- Downloading an ebook
- Listening to a podcast
- Starting a free trial
The more points a lead accumulates usually indicates that they are further down their buyer’s journey and more eager to speak with a sales team member. Lead qualification ultimately narrows your company’s focus and allows you to maximize your budget.
Finding quality leads is integral to company success; whichever process you choose it’s important that you prioritize the process, communicate your standards clearly across your sales and marketing teams, and implement it consistently for all leads.