What does 'lead scoring' mean in the context of LinkedIn marketing?

Lead scoring in the context of LinkedIn marketing refers to the process of assigning numerical values to leads based on their interactions with your content and how well they fit your target customer profile. This process allows marketers to prioritize leads by evaluating their engagement levels and alignment with the business’s buyer persona.

By analyzing data points such as website visits, content downloads, social media engagement, and demographic information, marketers can effectively determine which leads are most likely to convert into paying customers. This aids in optimizing marketing efforts by focusing resources on high-value leads, thus increasing conversion rates and driving more successful outcomes for campaigns.

The other options do not accurately describe lead scoring. Marketing new products to existing clients is more about customer retention and upselling rather than evaluating leads. Assessing lead quality via email surveys is a different approach that may gather feedback but does not involve assigning scores based on detailed behavioral data. Finally, quantifying potential revenue from social posts focuses on measuring financial impact rather than scoring leads based on their engagement or fit.