Kale Blog

Lead scoring and customer scoring are essential in marketing and sales. Both are key strategies for accelerating the customer journey through the conversion funnel. This article explores what lead scoring is, what it is for, the key concepts and how it differs from customer scoring. 

Customer scoring emerged as a technique in the banking sector used to establish which customers should be granted a loan. However, in recent years its application in marketing has proliferated, turning into the preferred form of customer segmentation to increase customers' economic value.