The problem with this approach is that it can be challenging for marketers to interpret the data in a way that is both consistent and accurate. Scoring is very subjective.
Objective IT can integrate analytical databases for lead scoring, meaning you can set up the scoring rules and scores based on dozens of types of interactions in the customer journey.
Lead scoring helps sales focus their efforts on the highest potential leads and highlights warm leads which should enter a nurturing marketing campaign.
When a sales-ready lead is defined, you can set up the rules in the marketing intelligence system so all anonymous and identified leads are ranked against your definition, which can determine the precise point when a lead is ready to begin conversion.