What does Lead Scoring in Marketo help identify?

Lead scoring in Marketo is a systematic process that assigns numerical values to leads based on their behavior and engagement with your marketing efforts. This scoring helps indicate the readiness of leads for sales follow-up. By analyzing various factors such as email opens, clicks, website visits, and other interactions, Marketo can effectively rank leads, allowing sales teams to prioritize their outreach efforts based on which leads are more likely to convert into customers.

When leads accumulate higher scores, it signifies that they are more engaged and interested in your products or services, signaling to the sales team that it's an opportune time to initiate contact. This process ensures that resources are focused on leads with the highest potential for conversion, thus improving the efficiency of the sales process and increasing overall sales performance.