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Assigning a score to each identified prospect based on available information is called prospect scoring. This method is widely used in B2B marketing to assess the potential and stage of development of prospects. Indeed, the higher a prospect’s score, the more likely they are to be valuable or closer to making a purchase or considering a further step. Prospect scoring thus allows you to prioritize prospects and determine how to address them first. Some tools even allow you to calculate these scores based on visitor behavior on a website. It’s also important to consider various variables to establish a relevant prospect score.

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