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How does Act-On's lead scoring work?

Act-On's lead scoring system uses a combination of demographic and behavioral criteria to assign a score to each lead. Demographic criteria include attributes such as job title, company size, and industry. Behavioral criteria include actions taken by the lead, such as website visits, email opens, and form submissions. The lead's score is calculated based on the weight assigned to each criterion and the lead's activity level for each criterion.

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