- Lead scoring is a methodology used to rank marketing leads based on their perceived value. It helps sales and marketing prioritize which leads to engage with. - Traditional lead scoring relied on limited data and rules-based scoring by contact centers. Modern approaches use machine learning on digital user behavior data from websites and apps combined with CRM data. - The presentation provides an example of a company that saw a 22% increase in conversion rates and 18x higher return on ad spend by implementing a lead scoring solution combining online behavior data with ML models.