Lead Scoring assigns two different scores to a lead:
1. Lead Profile
The first, a letter from A-D, corresponds to the Lead Profile. The profile includes the demographic characteristics of the lead, such as job title, age and industry—lead information entered in Landing Page fields.
The second score is the lead's interest in your business. In other words, the interest score reflects how close they are to the moment of purchase. It is the sum of interactions that the lead has with you in the form of emails, automated workflows as well as conversions via Landing Pages and other forms.
How does qualification work?
Lead qualification is an analysis of these two indicators. Leads with a great profile usually don't need such a high interest score before being ready to buy. Leads with a lesser profile score generally need more time and interactions in your funnel before reaching the moment of purchase.
Profile is an evaluation of how close a particular lead is to having an ideal profile. It's a score between 0 and 10, with a minimum and a maximum. In RD Station Marketing, you will see it represented as a letter, from D to A, with leads from group A being those with the best profile for sales.
The Interest score has no limit. With each new interaction, the lead continues to gain points. For each new email click-through, completed workflow or converted Landing Page, for example, you can assign new points.
Based on these two indicators, you can segment and create automated workflows in order to automatically send qualified leads to your sales team.