Lead scoring assigns points to subscribers based on their attributes and behavior, so you can prioritize and target the most engaged, sales-ready contacts.
In depth
Scores usually combine demographic fit (job title, company size) with behavioral signals (opens, clicks, page views). When a contact crosses a threshold, automation can route them to sales or move them into a higher-intent flow.
Example
A simple model: +10 for opening an email, +25 for clicking the pricing page, +50 for requesting a demo. At 100 points the lead is handed to sales — concentrating effort on the contacts most likely to convert.
Related terms
Combine scoring with flows in our email marketing automation guide.