Lead scoring is defined as a way of evaluating the quality of prospects, and consequently prioritizing sales efforts according to their probability of conversion. Several elements are taken into account and examined. Among the many factors analyzed in lead scoring, demographic criteria play a predominant role.

These criteria provide valuable information on prospects, their behavior and characteristics, helping sales and marketing departments to adapt their approach to prospects and maximize results.

Here, we present the most important demographic criteria for lead scoring.

Company-specific criteria (Firmographic)

The company's field of activity as a key variable

In a B2B approach, understanding the industry and sector of activity of a target company, and therefore of a prospect, is quite simply essential in order to adapt and personalize lead conversion efforts.

After all, every industry has its own objectives and needs, and these differ widely from one field to another. By taking into account the sector in which a company operates, sales reps will have a better chance of initiating a relevant dialogue and proposing the right solutions, thus increasing the likelihood of prospect conversion.

Company size: a factor not to be overlooked

Company size is also a key factor in determining the approach to adopt. Purchasing needs and processes differ greatly according to company size. For example, a medium-sized to small company will tend to have budget restrictions, but will boast a leaner, faster decision-making mechanism, whereas a larger company will tend to have more substantial needs, but a longer decision-making process.

The aim will be for sales and marketing teams to take this dimension into account, so as to be able to offer personalized and coherent services to each company.

Prospect-specific criteria (Demographic)

Geographical location is another criterion to take into account when analyzing a prospect. Indeed, more than just geography itself, a prospect's location can greatly influence his or her needs and buying behavior. Indeed, this location is accompanied not only by a cultural and social environment, but also by an economic and regulatory framework of its own, which greatly influences, whether consciously or unconsciously, a prospect's conversion behavior. For example, less permissive regulations may not allow certain types of purchase, while others may be more open. Studying and being aware of the existence of these kinds of parameters will give essential indications to the teams in charge of the prospect pathway, as they will then be able to fine-tune their strategies and offer a personalized experience to each individual.

The prospect's position within the company

The overall sales process is likely to be influenced by the prospect's title and position within the company. Generally speaking, prospects with decision-making power and therefore higher positions within the organization's hierarchy will carry more weight in the company's purchasing decision framework. So, while sales efforts shouldn't always be concentrated on the most important figures, they shouldn't be neglected, since a personalized and appropriate approach to key decision-makers will sometimes lead to significant time and energy savings.