What happens each time a lead interacts with content?

Each time a lead interacts with content, they earn points known as lead scores. Lead scoring is a system that ranks leads based on their engagement and interactions with marketing content. This scoring is critical because it helps marketers identify which leads are most interested and engaged, allowing them to prioritize their outreach efforts.

As leads interact with various types of content—such as emails, website visits, and downloads—they accumulate points according to predefined criteria. This scoring can be used to gauge the readiness of a lead for sales, track engagement over time, and assist in developing targeted marketing strategies.

For example, a lead who frequently opens emails, clicks on links, and downloads materials is likely demonstrating a higher level of interest, which translates to a higher lead score. This information is invaluable in determining the potential for conversion and guiding sales teams to focus their efforts on the most promising leads.