Infographic — Lead Scoring Adoption and Usage Among B2B Marketers

The marketing-sales funnel is frustrating. You fight to fill the top of the funnel with qualified leads. You run these leads through a well-thought-out nurture process and serve them your best content. In the end, you walk away with a small fraction of your leads who have followed your escalating calls to action and are ready to move on to sales. Despite these — some might say disappointing — results, most marketers could tell you surprisingly little about what happens between the top of the funnel and the bottom.

Lead scoring helps to shine a light on this dark area. The basic premise of lead scoring is to assign numeric values to various activities performed by a lead during a nurture process. In addition to acting as a high-level indicator of engagement, lead scores can be dissected and viewed as individual points of engagement. Though it’s not impossible to collect this information without lead scoring, marketing automation makes it simpler and more accessible.

This week’s infographic explores lead scoring among B2B marketers, covering adoption, goals, usage, and optimization. The infographic comes from Lead Lizard.

Some key takeaways from the infographic include:

  • 58% of B2B marketers score leads to boost marketing effectiveness
  • 64% of companies don’t use lead scoring, and 27% have no plans for adoption
  • Only 32% of B2B score leads based on both fit and interest
  • 43% of marketers don’t ask Sales to weigh in


HIPB2B is a demand gen solution provider, utilizing content, email, and marketing automation to drive outcomes for marketing and technology clients

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