Lead Scoring

Lead scoring is a rating method that assigns points to every lead based on attributes and behaviour. The sum produces a grade that shows how close a lead is to a purchase. Sales teams use the grade to focus on the hottest contacts first instead of treating every address the same way.

How Points Are Assigned

Points come from demographics and from behaviour. Industry, company size and job title speak for or against a lead without the lead doing anything. Behaviour such as site visits, opened emails, clicks on pricing pages or demo requests adds further points. Negative points subtract for traits that miss the target customer profile.

Model Maintenance

A good scoring model is not set in stone. At least once per quarter marketing and sales should review which criteria actually predicted closed deals and which did not. Thresholds such as marketing qualified or sales qualified are adjusted when conversion data shifts. Without that care the model drifts and starts to deliver irrelevant recommendations.

Relevance to the JD Platforms

In JD Leads scoring logic can sort leads from sweepstakes or co sponsoring campaigns by quality before they reach the advertiser sales team. JD Mail provides behaviour signals for the model such as opens, clicks and responses to targeted content. JD Partner rounds out the picture with campaign data, so the score does not rely on a single source.