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: 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

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.

Page 2 | Best Lead Scoring Software: User Reviews from September 2026

Thryv

Thryv is an AI-powered marketing and sales platform built specifically for small businesses, helping you market smarter, sell more, and grow faster—all from one centralized solution. Designed to replace disconnected tools, Thryv combines essential business software into one easy-to-use platform. Now including Keap, Thryv delivers powerful CRM software, marketing automation, and sales management tools that help small businesses capture more leads, automate follow-ups, and increase repeat business. With built-in tools for lead management, email and SMS marketing, pipeline tracking, and customer relationship management, Thryv + Keap help teams stay organized and close more deals. From getting found online with digital marketing tools to managing customer relationships and automating sales workflows, Thryv + Keap simplify every stage of the customer journey. The result is a scalable, all-in-one CRM and marketing platform that helps small businesses save time, increase efficiency, and focus on what matters most—running and growing their business.

Average Rating: 4.3/5.0

Total Reviews: 1,894

How Do G2 Users Rate Thryv?

Analysis: 6.9/10 (Category avg: 8.4/10)
Conversion Viability: 6.8/10 (Category avg: 8.2/10)
Lead Opportunity: 7.5/10 (Category avg: 8.8/10)
Has the product been a good partner in doing business?: 8.5/10 (Category avg: 9.1/10)

Who Is the Company Behind Thryv?

Seller: Thryv
Company Website:
Year Founded: 2012
HQ Location: Dallas, TX
Twitter: @thryv
8,415 Twitter followers
LinkedIn® Page: www.linkedin.com
5,823 employees on LinkedIn®

Who Uses This Product?

Who Uses This: Owner, CEO
Top Industries: Marketing and Advertising, Health, Wellness and Fitness
Company Size: 90% Small, 9% Medium

What Do G2 Reviewers Say About Thryv?

AI-generated summary from verified user reviews

Pros

Users appreciate the ease of use with Thryv, particularly for scheduling appointments and managing customer interactions.
Users appreciate the efficient automation features of Thryv, which enhance productivity and streamline marketing efforts.
Users praise the outstanding customer support of Thryv, emphasizing its helpfulness and responsiveness throughout their experience.
Users value the automation features of Thryv, enhancing efficiency and ensuring consistent client follow-ups effortlessly.
Users appreciate the helpful features of Thryv, enhancing productivity and streamlining communication effectively.

Cons

Users highlight several missing features in Thryv, such as invoice creation and customizable calendar availability.
Users face a challenging learning curve with Thryv, making it difficult to utilize its full potential effectively.
Users express dissatisfaction with pricing limitations and functionality issues that hinder their overall experience with Thryv.
Users find Keap's limited features frustrating, lacking essential elements like inventory management and customizable reporting.
Users find Thryv's pricing expensive and limiting, creating challenges with user licenses and contact list limits.

What Are Recent G2 Reviews of Thryv?

"All-in-One Thryv Platform That Streamlined Our Workflow and Saved Us Money"

Rating: 5.0/5.0 stars

— Alan H.

Best Lead Scoring Software - Page 2

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Category Stats (Sep 2026)

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