In explicit scoring points are awarded based on objective characteristics such as demographics and firmographics. For the manufacturer of a hair restorer older people tend to be more interesting than younger ones. The + age group would get more points than the to year olds. In the B B environment the industry is often interesting. If you sell consulting services to insurers you can score higher points for contacts from the insurance industry. If you work regionally the leads from your area get a higher score. If you are targeting companies with many employees you use the number of employees as a metric. Implicit scoring awards points based on behavior. The score increases with every interaction: visits to the website.
Subscriptions to newsletters and other listings opened emails Link clicks in mailings Content downloads Landing page visits Participation in webinars Social Media Interactions Latest Mailing Database submitted contact forms contact requests Sales contacts (by phone in person in chat at trade fairs etc.) The influence of implicit scoring on the overall rating of a B B lead is usually significantly greater than that of explicit scoring. This is in the nature of things: If the position within the company can only be rated once with a certain number of points the lead collects additional points with every interaction - often even if they repeat the same action.
Recognize when B B leads are unprofitable By the way marketing automation is not only used to frantically qualify leads. At least as valuable is the realization that a lead is not yet ready for sale or maybe never will be. Scoring also helps to identify such contacts. More specifically the negative scoring. If a contact has decisive characteristics that do not fit the target group or if he behaves in such a way that a lack of interest can be attested points are deducted from him.