Lead Scoring

Lead scoring capability scores each lead so that the sales team can focus on the high-potential lead.

Lead scoring is built using data signals and a Machine Learning (ML) model. The capability is added in Dynamics 365 Marketing.

The capability calculates a score for each lead based on demographic details, firmographic details, and actions taken by the associated contact (or for account-based leads, contacts belonging to the associated account).

Scorable interactions include, for example: opening an email, submitting a landing page, visiting your website, or attending an event.

Here is more info - Lead scoring in Dynamics