# Best Lead Scoring Software for Small Business - Page 2 *By [Alanna Iwuh](https://research.g2.com/insights/author/alanna-iwuh)* Products classified in the overall Lead Scoring category are similar in many regards and help companies of all sizes solve their business problems. However, small business features, pricing, setup, and installation differ from businesses of other sizes, which is why we match buyers to the right Small Business Lead Scoring to fit their needs. Compare product ratings based on reviews from enterprise users or connect with one of G2's buying advisors to find the right solutions within the Small Business Lead Scoring category. In addition to qualifying for inclusion in the Lead Scoring Software category, to qualify for inclusion in the Small Business Lead Scoring Software category, a product must have at least 10 reviews left by a reviewer from a small business. ## Top Lead Scoring Software at a Glance | # | Product | Rating | Best For | What Users Say | |---|---------|--------|----------|----------------| | 1 | [Agentforce Sales (formerly Salesforce Sales Cloud)](https://www.g2.com/products/agentforce-sales-formerly-salesforce-sales-cloud/reviews) | 4.4/5.0 (24,652 reviews) | Einstein-native lead scoring with Data-Cloud context | "[Powerful, Customizable Sales Platform—But Needs Onboarding to Tame Complexity](https://www.g2.com/survey_responses/agentforce-sales-formerly-salesforce-sales-cloud-review-12936463)" | | 2 | [Apollo.io](https://www.g2.com/products/apollo-io/reviews) | 4.7/5.0 (9,345 reviews) | AI-powered ICP scoring with buying-intent signals | "[Best value B2B prospecting tool on the market today](https://www.g2.com/survey_responses/apollo-io-review-12700971)" | | 3 | [GTM Studio - Powered by ZoomInfo](https://www.g2.com/products/gtm-studio-powered-by-zoominfo/reviews) | 4.5/5.0 (3,395 reviews) | Intent-driven lead scoring with firmographic enrichment | "[Amazing Platform That Helps Marketers Bridge the Gap with your Audience](https://www.g2.com/survey_responses/gtm-studio-powered-by-zoominfo-review-9742370)" | | 4 | [6sense Revenue Marketing](https://www.g2.com/products/6sense-revenue-marketing/reviews) | 4.3/5.0 (1,421 reviews) | Intent-driven account scoring with buying stage prediction | "[A Great tool for finding your leads if you got some money](https://www.g2.com/survey_responses/6sense-revenue-marketing-review-12602909)" | | 5 | [ActiveCampaign](https://www.g2.com/products/activecampaign/reviews) | 4.4/5.0 (14,165 reviews) | Behavior-triggered lead scoring with automation workflows | "[Strong Automation Features With Some Scaling Challenges](https://www.g2.com/survey_responses/activecampaign-review-12798717)" | | 6 | [Zoho CRM](https://www.g2.com/products/zoho-crm/reviews) | 4.1/5.0 (2,830 reviews) | Zoho-native lead scoring with automated nurture workflows | "[Zoho is the read deal](https://www.g2.com/survey_responses/zoho-crm-review-13048075)" | | 7 | [6sense Sales Intelligence](https://www.g2.com/products/6sense-sales/reviews) | 4.0/5.0 (941 reviews) | Intent-driven account prioritization with anonymous buyer signals | "[Great way to capitalize on warm leads](https://www.g2.com/survey_responses/6sense-sales-intelligence-review-11449748)" | | 8 | [LeadSquared Sales CRM](https://www.g2.com/products/leadsquared-sales-crm/reviews) | 4.5/5.0 (291 reviews) | Lead scoring with activity-driven follow-up prioritization | "[Simplifies Lead Tracking Across Multiple Channels](https://www.g2.com/survey_responses/leadsquared-sales-crm-review-13040013)" | | 9 | [Vanillasoft](https://www.g2.com/products/vanillasoft/reviews) | 4.5/5.0 (711 reviews) | — | "[Efficient Call Management, Needs Better CRM Integration](https://www.g2.com/survey_responses/vanillasoft-review-12631060)" | | 10 | [WhatConverts](https://www.g2.com/products/whatconverts/reviews) | 4.9/5.0 (309 reviews) | Lead qualification feedback into ad platforms | "[WhatConverts has been great! It allows us to track conversions across multiple platforms!](https://www.g2.com/survey_responses/whatconverts-review-6796323)" | --- ## What Are the Most Common Questions About Lead Scoring Software? *AI-generated · Last updated: May 26, 2026* ### What Lead Scoring tools that eliminate shooting in the dark by showing which companies are quietly researching your solution? Based on G2 reviews, buyers often associate effective lead scoring with stronger visibility into account activity, buying signals, and prioritized outreach. According to verified users, 6sense Revenue Marketing is frequently described as helping teams identify accounts that are already researching solutions, while Agentforce Sales is praised for lead prioritization, automated qualification, and next-step guidance inside the sales workflow. G2 reviewers mention that Apollo.io also helps teams narrow outreach through filtering, enrichment, and intent-style signals that improve targeting. Across reviews, the biggest value comes from reducing guesswork, surfacing warmer opportunities earlier, and helping sales teams focus on accounts that appear more ready for engagement. ### Does Lead Scoring software actually improve sales efficiency or just add another complicated dashboard to check? Based on G2 reviews, lead scoring software can improve efficiency when it is tied closely to follow-ups, routing, and workflow automation rather than treated as a separate reporting layer. According to verified users, tools in this category help reduce manual admin work, prioritize hotter leads, and keep teams focused on accounts more likely to convert. G2 reviewers mention benefits like faster lead qualification, clearer pipeline visibility, and more consistent follow-up timing. At the same time, many reviewers also note that complexity, learning curves, and setup demands can make adoption harder if teams lack clean data or admin support. Overall, reviews suggest the software adds value when teams operationalize it, not when they only monitor dashboards. ### What Lead Scoring software most relied on by account executives and crm platforms developers for prospect prioritization? Based on G2 reviews, prospect prioritization is most often tied to platforms that combine scoring with CRM workflow, automation, and account insight. According to verified users, Agentforce Sales is widely used for lead prioritization, pipeline management, and automated next steps, especially by teams working inside a CRM-heavy environment. G2 reviewers mention 6sense Sales Intelligence and 6sense Revenue Marketing for surfacing in-market accounts, buying stages, and intent signals that help account executives focus outreach. Reviews also highlight ActiveCampaign for contact scoring and automation-driven prioritization in teams that need lead management alongside campaigns. The common pattern is reliance on tools that connect scoring directly to follow-up actions instead of keeping prioritization separate from daily selling work. ### Why do account executives struggle with steep learning curves and configuration complexity in Lead Scoring platforms? Based on G2 reviews, account executives often struggle when lead scoring platforms require extensive setup, data cleanup, or admin involvement before insights become useful. According to verified users, complexity usually shows up in workflow configuration, reporting, integrations, and interpreting scoring logic. G2 reviewers mention that platforms like Agentforce Sales and 6sense can feel powerful but overwhelming, especially for teams without dedicated operations support. Reviewers also call out cluttered interfaces, too many menus, and inconsistent data as barriers to confidence. In many reviews, the issue is not the concept of lead scoring itself but the effort required to tune models, trust the signals, and connect them cleanly to existing CRM and outreach processes. ### What most trusted Lead Scoring by account executives and sales managers based on user reviews? Based on G2 reviews, trust in lead scoring software comes from consistent prioritization, usable workflows, and signals that help teams act quickly. According to verified users, Agentforce Sales stands out because reviewers repeatedly mention lead prioritization, automated qualification, centralized pipeline visibility, and workflow support that sales teams can use day to day. G2 reviewers also describe Apollo.io as helpful for finding and prioritizing leads through filtering, enrichment, and outreach workflow support, while 6sense products are trusted for intent signals and in-market account visibility. Reviews suggest buyers trust tools most when the scoring feels connected to real selling outcomes like better focus, faster follow-up, and less wasted prospecting effort. **Here are some of the top-rated products on G2:** - [Agentforce Sales (formerly Salesforce Sales Cloud)](https://www.g2.com/products/agentforce-sales-formerly-salesforce-sales-cloud/reviews) – used for lead prioritization, automated qualification, and keeping pipeline activity organized in one place - [Apollo.io](https://www.g2.com/products/apollo-io/reviews) – used to prioritize targeted leads with filters, enrichment, and outreach workflows for prospecting teams - [6sense Revenue Marketing](https://www.g2.com/products/6sense-revenue-marketing/reviews) – used to identify in-market accounts and intent signals so sales and marketing can focus on stronger opportunities ### What should sales teams evaluate when choosing Lead Scoring software with high per-user licensing and feature costs? Based on G2 reviews, sales teams should evaluate whether the platform’s lead scoring value outweighs its complexity, add-on costs, and support requirements. According to verified users, the biggest checkpoints are ease of setup, data quality dependence, integration with CRM and messaging tools, reporting usability, and whether automation actually reduces manual work. G2 reviewers mention that some platforms become expensive once advanced features, AI, integrations, or extra users are added. Reviews also suggest looking closely at onboarding demands, admin dependency, and whether standard support is sufficient for troubleshooting. Buyers tend to get the best outcomes when the software improves prioritization and follow-up consistency without creating a heavy operational burden. ### What Lead Scoring adoption patterns among account executives, SDRs, and sales managers at mid-market companies? Based on G2 reviews, adoption patterns usually differ by role. According to verified users, account executives tend to rely on lead scoring for account prioritization, timing outreach, and understanding buying signals before conversations. SDRs often use it for daily call lists, filtering hotter leads, and automating early-stage follow-ups. Sales managers appear to value it most for pipeline visibility, routing consistency, and team productivity tracking. G2 reviewers mention that mid-market adoption improves when lead scoring is embedded in existing CRM or outreach workflows instead of introduced as a stand-alone layer. Reviews also show that training, simple interfaces, and actionable alerts matter more for adoption than raw scoring sophistication alone. ### Which Lead Scoring platforms integrate with messaging platforms and CRM to automate lead prioritization across the sales cycle? Based on G2 reviews, Agentforce Sales is the strongest fit for this question because reviewers repeatedly mention CRM-centered lead prioritization plus integrations with tools like Slack, Outlook, Gmail, and broader workflow systems. According to verified users, it helps automate lead routing, follow-up activity, and pipeline updates while keeping account data centralized. G2 reviewers mention that this combination reduces manual work and helps sales teams act on prioritized leads faster across the sales cycle. Reviews of ActiveCampaign and Apollo.io also highlight integration value, but Agentforce Sales appears most consistently associated with CRM integration and automated prioritization workflows in the recent review set. ### What best Lead Scoring platforms for account executives focusing on companies actively researching solutions? Based on G2 reviews, account executives looking for active research signals often gravitate toward platforms that surface buying intent, website engagement, or higher-priority accounts. According to verified users, 6sense Revenue Marketing and 6sense Sales Intelligence are frequently used to identify accounts showing research activity, while Apollo.io is valued for targeting and enrichment workflows that support focused outbound. G2 reviewers also mention Agentforce Sales for AI-assisted lead prioritization and workflow support that helps reps act faster on warmer opportunities. Reviews suggest the best fit depends on whether teams need account-level intent visibility, direct CRM execution, or prospecting and outreach support in one place. **Here are some of the top-rated products on G2:** - [6sense Revenue Marketing](https://www.g2.com/products/6sense-revenue-marketing/reviews) – used to spot accounts already researching a category and prioritize outreach by buying stage signals - [Agentforce Sales (formerly Salesforce Sales Cloud)](https://www.g2.com/products/agentforce-sales-formerly-salesforce-sales-cloud/reviews) – used to prioritize leads and recommend next actions inside a centralized CRM workflow - [Apollo.io](https://www.g2.com/products/apollo-io/reviews) – used for targeted prospecting with filtering, enrichment, and outreach tools that help reps focus on likely buyers ### What highest rated Lead Scoring platforms for reducing manual prospecting and automating repetitive sales tasks? Based on G2 reviews, the highest-rated lead scoring platforms for this need are the ones reviewers connect most directly to automation, reduced admin work, and faster prioritization. According to verified users, Agentforce Sales is repeatedly praised for automating qualification, follow-ups, routing, and record updates. G2 reviewers also highlight ActiveCampaign for automations, segmentation, and workflow-driven follow-up, while Apollo.io is valued for combining lead data, outreach, and prospecting workflows in one system. Across reviews, these products are associated with reducing repetitive tasks like manual tracking, list building, follow-up scheduling, and CRM upkeep so teams can spend more time on live selling conversations. **Here are some of the top-rated products on G2:** - [Agentforce Sales (formerly Salesforce Sales Cloud)](https://www.g2.com/products/agentforce-sales-formerly-salesforce-sales-cloud/reviews) – used to automate lead qualification, routing, CRM updates, and repetitive follow-up tasks - [ActiveCampaign](https://www.g2.com/products/activecampaign/reviews) – used to automate follow-ups, segmentation, and customer communication workflows in one place - [Apollo.io](https://www.g2.com/products/apollo-io/reviews) – used to reduce tool switching by combining lead discovery, enrichment, sequencing, and prospect outreach ## How Many Lead Scoring Software Products Does G2 Track? **Total Products under this Category:** 109 ### Category Stats (Jul 2026) - **Average Rating**: 4.48/5 The average rating of products in this category, based on all submitted ratings - **Top Trending Product**: Thryv (+0.05%) - Among all products in this category, Thryv recorded the largest rating increase compared to last month *Last updated: July 05, 2026* ## How Does G2 Rank Lead Scoring Software Products? **Why You Can Trust G2's Software Rankings:** - 30 Analysts and Data Experts - 72,100+ Authentic Reviews - 109+ Products - Unbiased Rankings G2's software rankings are built on verified user reviews, rigorous moderation, and a consistent research methodology maintained by a team of analysts and data experts. Each product is measured using the same transparent criteria, with no paid placement or vendor influence. While reviews reflect real user experiences, which can be subjective, they offer valuable insight into how software performs in the hands of professionals. Together, these inputs power the G2 Score, a standardized way to compare tools within every category. ## Which Lead Scoring Software Is Best for Your Use Case? - **Best for Small Businesses:** [Agentforce Sales (formerly Salesforce Sales Cloud)](https://www.g2.com/products/agentforce-sales-formerly-salesforce-sales-cloud/reviews) - **Best for Mid-Market:** [Agentforce Sales (formerly Salesforce Sales Cloud)](https://www.g2.com/products/agentforce-sales-formerly-salesforce-sales-cloud/reviews) - **Best for Enterprise:** [Agentforce Sales (formerly Salesforce Sales Cloud)](https://www.g2.com/products/agentforce-sales-formerly-salesforce-sales-cloud/reviews) - **Highest User Satisfaction:** [Agentforce Sales (formerly Salesforce Sales Cloud)](https://www.g2.com/products/agentforce-sales-formerly-salesforce-sales-cloud/reviews) - **Best Free Software:** [Agentforce Sales (formerly Salesforce Sales Cloud)](https://www.g2.com/products/agentforce-sales-formerly-salesforce-sales-cloud/reviews) --- **Sponsored** ### BNTouch Mortgage CRM BNTouch Mortgage CRM is a fully integrated Digital Mortgage system, CRM, marketing, and POS tool offering a comprehensive mortgage business growth platform for loan officers and mortgage companies. 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[Lead Generation Software](https://www.g2.com/categories/lead-generation) ## What Software Categories Are Similar to Lead Scoring Software? - [Sales Intelligence Software](https://www.g2.com/categories/sales-intelligence) - [Lead Capture Software](https://www.g2.com/categories/lead-capture) - [Lead Intelligence Software](https://www.g2.com/categories/lead-intelligence) --- ## How Do You Choose the Right Lead Scoring Software? ### What You Should Know About Lead Scoring Software ### What is Lead Scoring Software? Lead scoring software is used by companies to evaluate the sale potential of each business lead or opportunity. By using this type of software, companies create scales and benchmarks against which to rank prospects. Lead scoring software helps teams focus on lead opportunities that are most likely to convert into sales, thus saving time. Driving focus on high-value leads helps sales reps save the time they would have spent on less valuable leads, and with that time they are enabled to craft better messaging when approaching ideal customers who have a higher probability of becoming a sale. Lead scoring systems use a methodology that assigns numerical point values to each lead a business generates. Leads can be evaluated with certain scoring criteria, including the professional information they have submitted to a company and how they have engaged with a website and brand across the internet. The lead scoring model helps sales and marketing campaigns prioritize effective leads, respond to them, and increase the rate at which those leads become customers. #### What Types of Lead Scoring Software Exist? There are two main types of lead scoring software—predictive and rules-based software. More information about both types is listed below. **Predictive lead scoring software:** Predictive lead scoring software is the most common type of lead scoring software. This type of scoring relies on a predictive model as well as machine learning and complex algorithms to identify which leads are best for a company to pursue. These models use external data points, such as demographic information, employee count, job openings, web presence, etc., along with historical data and any interactions the lead prospect previously had with the company, to create a more accurate and informed score. The software also creates a predictive model, often using data from a CRM or marketing platform to pinpoint any behaviors and characteristics that closed or won accounts share. **Rules-based lead scoring software:** Rules-based lead scoring software is a more traditional type of scoring and is usually standard in most marketing automation platforms. It assigns a numeric value to attitudes, characteristics, and behaviors of a prospect, which is defined by a company’s marketing team, although input from sales is common. The intent is that these scores increase the number of quality leads that are passed to sales. Rule-based scoring can be broken into two categories—implicit and explicit data. Implicit data tracks lead behavior on a website. Explicit data is quantified based on information a prospect enters into a form. ### What are Common Features of Lead Scoring Software? There are several features included in lead scoring software that benefits marketing, finance, sales, and the company as a whole. The most important features are further discussed below: **Importing and exporting data:** This feature provides options to easily import and export data to and from multiple file types, such as PDFs, spreadsheets, text files, and more. **Integration:** Lead scoring software integrates with marketing and sales software, as well as lead intelligence and advanced analytics platforms.  **Comparisons:** This software feature assists in comparing lead scores to company benchmarks while providing reporting and analysis that sales teams use to determine which opportunities to follow, and more importantly, which to avoid. **Scoring:** Scoring features use criteria such as revenue, budget, and company size to assign scores to leads. **Rankings:** Lead scoring software contains functionality to create and manage ranking scales for leads based on company objectives and their market position. [**Analysis**](https://www.g2.com/categories/lead-scoring/f/analysis) **:** Lead scoring software analyzes which leads should be prioritized and then accelerates them up the sales pipeline. The software also matches and assigns leads to the correct sales representative and aligns lead scores with predefined lead distribution criteria. **Scoring management:** Lead scoring software reports on and analyzes lead scores to determine the conversion rate of lead opportunities, and aligns lead scores and strategy with existing sales operations. **Attribution:** This aspect of software syncs lead data within the sales database for consistency and accuracy, and provides analysis on lead scores, sales funnel insights, and both open and closed opportunities.  Other Features of Lead Scoring Software: [Lead Management Capabilities](https://www.g2.com/categories/lead-scoring/f/lead-management) ### What are the Benefits of Lead Scoring Software? Organizations use lead scoring software because it is a key component in an efficient marketing and sales process. By assigning scores to leads, companies determine which leads are ready to send directly to sales and which leads still need to be developed by the marketing team. This practice not only provides sales teams with better-qualified leads but also streamlines communication between the two departments. Below are the benefits associated with using lead scoring software: **Increased efficiency:** Lead scoring boosts sales efficiency by providing insights into a consumer’s readiness to make a purchase. **More impactful marketing:** Marketing effectiveness increases when integrating lead scoring software integrates with business practices, enabling organizations to effectively measure the return on investment (ROI) of their marketing efforts. **Facilitates collaboration:** Lead scoring increases collaboration between marketing and sales to define the profile of sales-ready leads, thus promoting sales and marketing alignment. **Prioritizes leads:** Through determining which leads to focus on, lead scoring software boosts revenue and helps sales teams avoid wasting time on leads that are not ready to become closed deals. ### Who Uses Lead Scoring Software? Lead scoring software is mostly used by sales and marketing teams. The most important and relevant reasons for these teams using this software are given below: **Sales teams:** Lead scoring software allows sales managers and sales teams to measure leads and focus only on the strong or warm leads that produce sales and revenue. This, in turn, helps maximize conversion rates and shorten sales cycles. **Marketing teams:** Marketing teams use lead scoring software to increase marketing qualified leads (MQL) and sales accepted leads (SAL) conversion rates, which could result in more revenue through increased sales. All departments within a company are expected to take on more revenue responsibility, and marketing departments get value from this software by chasing only viable leads. **Finance teams:** Finance teams use lead scoring software to track and analyze metrics in regards to sales efficiency, conversion rates, and sales cycles. The more efficient the sales cycle is, the more cost savings a company realizes, and vice versa. Tracking the amount of time and money lost on subpar or premature leads allows an organization to make forecasts and adjustments to minimize these risks in the future. #### Software Related to Lead Scoring Software There are several solutions that benefit sales and marketing departments that also integrate with or provide similar features of lead scoring software. A couple examples of these software categories are listed below: [CRM software](https://www.g2.com/categories/crm) **:** CRM software, sometimes referred to as sales force automation (SFA) software, helps businesses track and manage interactions in a single system of record by creating a customer profile. A CRM records interactions between a business, its prospects, and its existing customers. It also eases those interactions by placing all relevant customer data, including contact information, history, and transaction summaries into a concise live record. Effective CRM also helps organizations follow up with key prospects.  [Lead capture software](https://www.g2.com/categories/lead-capture) **:** Lead capture software is used by companies to find new sales opportunities. Since most markets are very competitive, companies must discover new business opportunities ahead of the competition. Lead capture software is used by salespeople for lead generation through using information gathered from various sources including direct from leads, sales representatives, marketing practitioners, or customer support agents. [Lead-to-account matching and routing software](https://www.g2.com/categories/lead-to-account-matching-and-routing) **:** Another related software is lead-to-account matching and routing tools. This software type automatically matches new leads to account records in a CRM and then connects them to salespeople in the same territory. Although the basic functionality is similar to a CRM or marketing automation platform, lead-to-account matching and routing systems have the advantage of managing complex workflows. ### Challenges with Lead Scoring Software Although lead scoring tools have the potential to greatly improve the process of finding MQLs and high-value customers, they do not come without complications. Below is a list of key challenges associated with lead scoring software: **Based on assumptions:** Setting up lead scoring in an automated tool requires attributing positive or negative traits of MQLs based on assumptions and guesses. Predictive lead scoring often hones in on traits such as demographics or information entered into a business’ website. However, what makes a lead high value can vary from company to company and product to product. **Labor-intensive:** Building an automated lead scoring system requires an immense amount of brainpower and labor. In addition, although a formula may fit in the present, it will need to be continuously revised and optimized. Lead scoring is not a cavalier undertaking and should not be underestimated. ### How to Buy Lead Scoring Software #### Requirements Gathering (RFI/RFP) for Lead Scoring Software The first step of buying a lead scoring software is developing a list of features and functionalities a product must have to suit one’s company. Buyers can start by creating a short list of general features and must haves, and then create a long list that has more specific functionalities that could act as tiebreakers. #### Compare Lead Scoring Software Products **Create a long list** Buyers can consider the following features to assemble a long list of potential products: - Integration capabilities with other tools (e.g., CRM and marketing databases) - Cost **Create a short list** Buyers can consider the following features to assemble a short list of top contenders for purchase: - Rules-based lead scoring vs. predictive lead scoring - Cloud-based program vs. on-site hardware **Conduct demos** After narrowing down the long list to a short list, one should conduct product demonstrations to ensure the way the software operates would suit their business. Buyers must be certain to see if a rules-based or predictive lead scoring system would work better. Also, if the product operates on a cloud, it’s important to ask questions about cybersecurity and collaboration with remote teams. #### Selection of Lead Scoring Software **Choose a selection team** The selection team for purchasing lead scoring software should consist of the chief marketing officer, chief executive officer, management leads in IT, and the chief finance officer. Leadership across these various disciplines will ensure the chosen product accomplishes key business goals within a reasonable budget. **Negotiation** During the negotiation process, one should be prepared to come up against the vendor’s strongest salespeople. For this reason, one must have all company goals and needs clearly articulated to ensure the product is indeed the best fit. **Final decision** In order to make the final decision, each member of the decision-making team must agree that the product meets key criteria. Marketing must be convinced there will be a measurable ROI. The CEO will be looking for signs that the product serves the bottom-line—numbers and money. Therefore, a CEO must believe a lead scoring system will help boost revenue and please investors. IT executives will look out for technicalities and the ease of integration into current operating systems. Finally, the CFO will need to be persuaded that the lead scoring tool will shorten sales cycles and increase conversion rates. Once all of these stakeholders are on board, the final decision can be made. ### Lead Scoring Software Trends **Artificial intelligence (AI):** Lead scoring platforms equipped with AI can collect and analyze more data in a shorter period of time. AI helps this software analyze data from several sources, including social media, email, CRM systems, and other company systems. AI is also able to create and test different predictive scoring models, automatically selecting the best one based on a sample data set. Another functionality of AI that plays an important part in lead scoring software is increasing accuracy in data by constantly incorporating new insights and continually reanalyzing data.