What criteria are used for lead scoring (explicit vs. implicit)?

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Lead scoring is a method used in marketing and sales to rank prospects based on their likelihood to become customers. By assigning values to different lead attributes and behaviors, businesses can prioritize high-potential leads for targeted outreach, such as telemarketing. Lead scoring generally relies on two types of criteria: explicit and implicit data. Understanding both is key to building an effective lead scoring model.

1. Explicit Lead Scoring Criteria
Explicit lead scoring uses demographic and firmographic data that the lead provides directly or is known upfront. These criteria focus on the “who” of the lead and are often easy to collect during form fills, CRM entries, or direct interactions.

Examples of Explicit Criteria:

Demographics: Age, gender, job title, income buy telemarketing data level, education

Firmographics: Company size, industry, location, revenue

Contact Information: Valid phone number, business email, company website

Budget and Authority: Whether the lead has disclosed budget or decision-making power

Product Fit: Matching the lead’s needs or profile to ideal customer personas

Each criterion is assigned a score based on how closely the lead fits the target customer profile. For example, a lead from a key industry or with a senior decision-maker role may receive higher points.

2. Implicit Lead Scoring Criteria
Implicit lead scoring evaluates the behavioral data or engagement signals that suggest interest or buying intent. This data is typically collected through tracking tools, CRM systems, or telemarketing call outcomes and reflects “what” the lead does rather than who they are.

Examples of Implicit Criteria:

Website Visits: Number of visits, pages viewed, time spent on site

Content Downloads: Whitepapers, brochures, case studies accessed

Email Engagement: Opens, clicks, responses to campaigns

Event Attendance: Webinars, trade shows, product demos

Telemarketing Interaction: Call duration, responsiveness, sentiment (positive/negative)

Trial or Demo Usage: Signup and active use of product trials

These behaviors indicate varying levels of interest, and points are allocated accordingly. For example, a lead who frequently visits pricing pages or requests a demo might score higher than one who only downloaded a generic brochure.