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This post originally appeared on the Salesforce Blog
While some companies aggressively pursue every lead that is created, others are leveraging lead scoring to work smarter. If you can programmatically spot your good leads, chances are you’ll be able to increase win rates and conversion.
So what makes a good lead?
A good lead has two key ingredients
Fit Score (also referred to as an explicit score)
Intended to capture how much an incoming prospect resembles a likely buyer. For example you might look at the lead’s company size, geographic location, industry, and job title, to determine if it is a fit. A quick look at its employer’s website might give you other clues regarding their business model or online presence.
Behavioral Score (also referred to as an implicit score)
Intended to capture how much a prospect is engaged with your company. This could include the lead’s website visits, form completes, email clicks, and maybe even application usage data.