Lead Scoring Summary

What the Lead Score Does

The B2C Prospect Combined Lead Score helps prioritize prospective members based on two factors:

1. Fit – How well the prospect matches the ideal CHM member profile.

2. Engagement – How actively the prospect interacts with marketing or sales.

These two scores combine to determine which prospects are most likely to apply for membership.

B2C Prospect Combined Lead Score
┌─────────────────┴──────────────┐ 
      FIT SCORE                                                       ENGAGEMENT SCORE
(Prospect Qualification)                                                  (Prospect Behavior)      
┌────────────┼──────────┐                   ┌─────────────┼─────────────┐
 Info Submission      Lead Source     Sales Status        Forms/CTA Activity       Email Activity     Sales Interaction
    

The combined score is built from two independent scoring systems: Fit and Engagement. Fit measures how well a prospect matches the ideal CHM member profile, while Engagement measures how actively the prospect interacts with marketing or sales.

How the Prioritization Works

Prospects are grouped into a simple grid.

How to Interpret the Segments

A1 — Top Priority

Ideal prospects who are actively engaging with marketing or sales.
These contacts should receive immediate sales attention.

A2 / B1 — Warm Prospects

Qualified prospects showing moderate engagement.
Good candidates for sales follow-up or targeted nurturing.

A3 / B3 — Early Stage Prospects

Good prospects who have not yet engaged significantly.
Marketing nurture should encourage further interaction.

C Segments — Low Priority

Contacts who either lack fit, engagement, or both.

Key Idea

The lead score answers two simple questions:

Is this a good prospect?
Are they interested right now?

The contacts who answer yes to both should receive the highest priority.