The 6 Best Lead Scoring Software in 2023

With the advent of AI, the power of lead scoring software has ramped up significantly. Modern tools are able to make recommendations based on internal and third-party data, prioritize prospects efficiently, and personalize outreach, freeing up time and energy for marketing and sales teams.

In this post, we'll explore the top lead scoring software platforms that have been transformative for businesses in 2023.

What is Lead Scoring?

Lead scoring is a methodology used by sales and marketing teams to assign a value to potential customers. This value, or score, is based on various factors such as a prospect's behavior on your website, their level of engagement with your company, and their fit in terms of your ideal customer profile. The objective is to differentiate between those who are ready to buy and those who need more nurturing.

Why is Lead Scoring Important?

Without lead scoring solutions, your sales and marketing teams could end up spending a lot of time on leads that are unlikely to convert, while missing out on those that are ready to make a purchase. A robust lead scoring system can help prioritize leads, increasing efficiency and conversion rates. The right lead scoring platform is able to integrate with your internal and external systems and leverage relevant data to improve your lead generation process.

The Best Lead Scoring Softwares in 2023

Here are some of the best lead scoring platforms on the market in 2023:

1. MadKudu

Of course we had to put ourselves first! MadKudu is a predictive lead scoring platform that uses AI to analyze all of your product, sales, and marketing data to identify where your best revenue opportunities exist​. With MadKudu, businesses have seen significant increases in funnel conversion​.

MadKudu solves for several different use cases:

• Automated marketing insights: MadKudu analyzes your marketing channels to identify which efforts are driving high value leads, so you can spend your resources only on channels that drive revenue.
• Leads & account prioritization: MadKudu’s predictive scoring surfaces the best-fit prospects based on key characteristics and behavioral analysis​, allowing your revenue team to focus on the leads and accounts that are likely to buy from you.
• Sales process intelligence: MadKudu sends alerts when a hot prospect is ready to buy, along with insight into what is top of mind for them, so you can reach out with a personalized message.
• Churn risks & expansion opportunity detection: MadKudu detects which product usage patterns are significant for your customers, so you can proactively engage at the right time.

MadKudu is more than a tool—it’s a comprehensive platform dedicated to predicting and prioritizing revenue generating actions. This helps unify sales and marketing efforts around revenue, providing data-backed insights and information on lead and account scores in one place​.

2. HubSpot

As a heavy-hitter in the CRM market, HubSpot houses a lead scoring mechanism allowing you to manually grade leads based on demographic info, behavior data, and other factors. If you're a small business looking for basic lead scoring, and are already using HubSpot as your CRM, then it’s a top choice.

Aspects of HubSpot's lead scoring system include:

• Demographic & Behavioral Scoring: HubSpot allows you to assign scores based on demographics and behavior, ensuring a holistic view of your leads.
• Intuitive Interface: HubSpot's lead scoring tool is simple to use and easy to integrate into your sales process.
• Robust CRM: Good for businesses seeking a comprehensive CRM solution with integrated lead scoring capabilities.

3. Pardot

A member of the Salesforce family, Pardot is a marketing automation platform that includes lead scoring and grading features. Pardot has the ability to prioritize high-value leads and align your sales team with the most promising prospects.

Pardot's lead scoring features include:

• Lead Scoring & Grading: Assign numeric values to various interactions and assess how well a prospect fits your ideal customer profile.
• Automated Marketing Integration: As part of a larger marketing automation suite, Pardot offers a comprehensive solution for businesses aiming to automate and improve their marketing efforts.

4. SharpSpring

SharpSpring, a dynamic marketing automation platform, provides a lead scoring system that goes beyond the surface, diving into lead behavior, fit, and engagement to better inform your marketing strategy.

SharpSpring includes features like:

• Behavior-Based Scoring: SharpSpring allows you to assign scores based on a lead's online activities, giving you a more complete understanding of your leads.
• Website Activity Tracking: Monitor a lead's activities on your website, adjusting lead scores based on the pages they visit and the forms they fill out.
• Marketing Automation: This platform is well-suited for businesses looking to incorporate lead scoring with other marketing automation features.

5. ActiveCampaign

ActiveCampaign isn't just another player in the CRM game. This platform blends email marketing, marketing automation, and CRM data seamlessly, making it a versatile tool for businesses wanting a unified solution for their customer journey.

ActiveCampaign sets itself apart with:

• Holistic Lead Scoring: ActiveCampaign's lead scoring system takes into account both contact and deal scoring, providing a well-rounded understanding of where your leads stand in their journey.
• Personalized Email Marketing: With its robust email marketing features, ActiveCampaign allows you to create custom, targeted campaigns based on lead scores.
• Marketing Automation: ActiveCampaign provides a complete marketing automation suite, integrating seamlessly with your lead scoring to create efficient and effective customer journeys.

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6. FreshSales

Emerging from the house of Freshworks, FreshSales is a CRM platform that understands the close relationship between sales and marketing. It offers an AI-based lead scoring feature that gives you an edge when it comes to spotting your hottest leads and creating strategies to convert them.

Distinct features of FreshSales include:

• AI-Based Scoring: FreshSales uses artificial intelligence to score leads, taking into account their behavior and engagement, and saving your team from manual scoring.
• 360-Degree Customer View: FreshSales offers a complete customer view that includes touchpoints, conversations, tasks, and appointments, allowing your team to fully understand each lead's journey.
• Sales Sequences: With its sales sequences feature, FreshSales automates follow-ups based on lead behavior, ensuring you never miss an opportunity.

Choose the right lead scoring software based on your needs

Lead scoring is a powerful strategy that allows businesses to optimize their marketing and sales efforts, ensuring resources are effectively allocated towards the most promising prospects. Each platform we've examined in this post offers a unique approach to lead scoring, with distinct features tailored to specific business needs. Your choice will depend on the specific needs of your business and the objectives you hope to achieve.

What's most important is understanding that lead scoring isn’t a one-size-fits-all solution. It needs to be customized according to your buyer personas, sales cycle, and business goals. By making an informed choice and implementing the appropriate lead scoring software, you can drive your business towards greater efficiency, increased conversions, and higher revenue. To see how an AI-powered platform like MadKudu can improve your lead scoring process, get a demo today.