Lead profiling focuses on the characteristics of a lead where as lead scoring is behavioral.

You may have prospects fit the profile of a buyer but they would still need to be scored based on how they behave with your content leading up to the purchase itself.

If you are a B2B business model; your lead profile could be the following.

Job Title: CMO, CEO, COO
Company Size : $1million +
Location : California, New York, etc...
Length in Role : 5+ Years
Company Type: Finance

and more…

These are simply exterior characteristics. When you lead a prospect to your funnel, you can then score leads based on how they behave, when they behave and what influenced the behavior all the way to the output of their journey which would be the purchase or the lack thereof.

The scoring could take place by having a survey or a questionnaire after the sign up that will score them in advance to place them in a hot to cold seat in regards to priority. The entire journey could be demonstrated in a model to profile new prospects.

Keep in mind if you have more than one service a lead may be hot for one and cold for the other.

You can automate this process, and do so with more advanced methods using data science.

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