Demographic Scoring is a method used in marketing and sales to evaluate and rank leads based on their demographic characteristics — such as company size, industry, job role, location, or revenue. The goal is to prioritize leads that best match your ideal customer profile (ICP). This way, your team can focus on prospects with the highest potential value.

By assigning scores to different demographic attributes, you can quickly filter out leads that are less relevant and concentrate your efforts on those more likely to convert.

Example:

Imagine you sell enterprise software mainly to companies with over 500 employees in the finance sector. In your demographic scoring system, a lead from a large finance company might get a high score. While a small business in retail scores lower. This helps your sales team focus on the most promising leads, increasing efficiency and results.

Other terms

Discovery Call

A Discovery Call is a sales conversation focused on learning about a prospect’s needs to assess fit and tailor the pitch.

Discovery Phase

The Discovery Phase is the initial stage where marketers or sales teams uncover a prospect’s needs, pain points, and buying triggers.

Demand Generation

Demand Generation builds awareness and interest long before prospects are ready to buy, nurturing future pipeline.

Demand Capture

Demand Capture targets buyers who are actively in-market and ready to purchase—often through high-intent channels like paid search.

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