How works a lead scoring strategy

After reading this article, How to Score Great Leads, I would like to develop and sum up a part of the score leading strategy.

Lead scoring is a well-known principle in the digital industry for people who have been interested about marketing automation.
In order to have a common approach of the principle, let's decompose it briefly. On the one hand, a "lead" is the status to call a visitor on a website who is possibly willing to become a customer. On the other hand we are talking about "scoring", in this case it means that we allocate a mark, which can grow up to a someone, based on its personal data and its engagement on the website.
Now that we understood the principle, we need to dig in about how it really works.

How the score of a lead is calculated

To calculate this score, that must help us to determine if this visitor is willing to become a customer or not, we need to gather as much information about him as we can.

Personal data
This data can be lead’s company size, geographic location, industry, and job title, to determine if it is a fit to your user persona. 

Engagement on the website
The engagement can be determined by various actions from your visitor, it starts from how he joined your website, to which pages he is looking at and the most important, if he is downloading white papers/documents, subscribing to newsletters or filling forms.

Every piece of information permits to grow its score, for example he scores points if the visitor is located in a geographical area that you have selected to be interesting to you, if he is working in a selection of sectors companies, if he has downloaded a white paper, etc.. The lead scoring's administrator has to determine how many points each information scores.

Because each of your customer has a score, you can finally estimate how much a visitor is worth to your business. You just have to decide when you want to step in.

Alexandre Bouché