What is lead scoring vs contact segmentation?

Lead scoring assigns a numerical value to each contact based on their likelihood to convert. It is a dynamic ranking system that changes as behavior and attributes evolve. Contact segmentation groups people into categories based on shared characteristics. One measures potential, the other organizes by similarity.

Lead scoring typically combines demographic factors such as job title and company size with behavioral signals such as email opens, link clicks, and website visits. A contact might start with a score of 10 and climb to 85 after attending a webinar and downloading a whitepaper. High scores trigger sales alerts or specialized nurture sequences.

Contact segmentation is more static. You might segment by industry, region, or product interest. These categories do not inherently indicate buying readiness. A contact can belong to multiple segments simultaneously but usually has only one lead score at any given time. Both systems work together. Segmentation determines what you send, and lead scoring determines when and to whom. Scoring is the compass that shows you which direction each subscriber is heading.