Behavioral Lead Scoring is a way to rank leads based on what they do, not just who they are.
Instead of assigning points for static info like job title or company size (that’s demographic scoring), behavioral scoring tracks actions — like opening emails, visiting your pricing page, signing up for a webinar, or requesting a demo. Each action gets a score based on how likely it is to indicate buying intent.
Why it matters:
It helps sales and marketing teams focus on the leads that are actually engaging and showing signs they’re ready to buy. A lead who downloads three case studies and visits your product comparison page? Way hotter than someone who just subscribed to your newsletter and never came back.
Example:
Let’s say a lead watches your product demo video (10 points), clicks a link in your email (5 points), and visits your pricing page (15 points). Their behavior pushes their score high enough to trigger an alert for sales to reach out. That’s behavioral lead scoring in action.
Pro tip: Define what “high-intent” actions look like for your business, and assign scores accordingly. Then automate the tracking using your CRM or marketing automation platform.