What describes behavior rules in lead scoring models?

Behavior rules in lead scoring models are designed to assess the engagement and interaction of leads with your marketing content and campaigns. The focus on evaluating the frequency and recency of lead interactions is critical because it helps to determine how engaged a lead is with the business. Frequent interactions and recent activity often indicate a higher interest level or intent, suggesting that these leads may be more likely to convert into sales.

In this context, understanding leads' behavior, such as how often they visit your website, open your emails, or interact with your social media posts, provides valuable insights that drive the scoring process. This information is essential for prioritizing leads whom the sales team should focus on, ensuring that resources are allocated effectively to those who show greater potential based on their engagement history.