Lead scoring is a method used by businesses to evaluate and rank potential customers based on their level of interest and likelihood to make a purchase. This process involves assigning points to various actions and behaviors exhibited by a lead, such as website visits, email opens, and social media engagement. The higher the score, the more qualified and valuable the lead is considered, allowing businesses to prioritize and tailor their marketing efforts accordingly. Lead scoring helps companies efficiently identify and target the most promising leads, ultimately increasing conversion rates and driving revenue growth.