Lead scoring
DefinitionGrowth
Lead scoring
Ranking leads by how much their profile and behaviour resemble buyers - title, company fit, pages visited, emails opened - so sales works the likeliest first. A prioritisation tool, not an oracle: scores encode yesterday's assumptions, so the model needs revisiting against what actually closed.
Evidence from the library
When an AI agent writes the shortlist, brands must shift from winning the purchase to influencing the criteria - value, trust, suitability, service, transparency, and prior customer preference - the agent uses to choose.PrincipleA pre-purchase 'how did you hear about us' survey is the cheapest brand attribution toolPrincipleAwareness, Share of Search and sales together tell you which part of the funnel brokePrincipleIn high-value or sensitive categories like automotive, pharma, and electronics, AI agents gain influence over the shortlist but people retain the final purchase decision, with only modest, mostly horizontal movement on the Four Modes map.PrincipleMemory-generated brands are the starting point of the buying process, not searchPrinciple
Source
Marketing Definitions
standard B2B marketing practice
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