Lead scoring, or the process of adding and subtracting points to a lead’s value over time based on various attributes or demographics and behaviors, can improve the overall effectiveness of lead generation.

This, according to a recent MarketingSherpa blog and supporting case study, which found that on average, organizations that use lead scoring experience a 77 percent increase in lead generation return on investment (ROI) compared to those that don't use the process.

However, the news source notes that in a survey of nearly 1,800 B2B marketers, 79 percent said that they don't engage in the practice.

Marketers that do use lead scoring typically create a point structure based on "various demographic, firmographic and behavioral attributes," the media outlet explains. This can include job title, company size, industry or email address type. New leads are assigned total scores based on those attributes.

Paula Reinman, senior vice president of marketing at consulting firm Bersin & Associates, explains to the news source actions prospects take such as watching video or webinar replays, making specific searches for a company or subscribing to its blog are signs of a potential lead that should be scored.

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