What does "lead scoring" indicate in HubSpot?

Lead scoring in HubSpot is a method of evaluating leads based on their engagement level and the likelihood that they will convert into paying customers. This process involves assigning numerical values or "scores" to leads based on various criteria, which can include their behaviors (such as email opens, website visits, click-throughs, and form submissions) and demographic information (like job title or company size).

By focusing on engagement, businesses can prioritize leads who show more interest in their products or services, leading to a more efficient sales process. Scoring helps sales and marketing teams identify which leads are more likely to make a purchase, allowing them to tailor their outreach and follow-up strategies accordingly. This targeted approach increases the chances of conversion, making lead scoring a valuable tool in optimizing marketing efforts and ultimately driving revenue.