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The score assigned to each lead is assigned based on their level of interest, fit with the company's target market, and likelihood of becoming a paying customer. It is not static and can change based on the demographic or behavioral criteria set by the company.<ref>{{Cite web |title=Oracle Eloqua User's Guide |url=https://docs.oracle.com/en/cloud/saas/marketing/eloqua-user/Help/LeadScoring/LeadScoring.htm}}</ref><ref>{{Cite web |date=12 October 2020 |title=This is What a Lead Management Process That Wins Revenue Looks Like |url=https://www.pedowitzgroup.com/7-key-stages-for-successful-lead-management-2/}}</ref>
* Demographic criteria: Based on data points such as age, job title, and/or company information such as company size, revenue, etc.
* Behavioral criteria: Based on actions a lead has taken, such as clicking on a link in an email, watching a video, or visiting pages on a website.<ref>{{Cite web |date=25 April 2013 |title=Research: Why Behavior Matters in Lead Scoring |url=https://blog.marketo.com/2013/04/research-why-behavior-matters-in-lead-scoring.html
Once the lead reaches a pre-defined score threshold, it is then sent from marketing to the sales team for examination.
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