Demographic Information: Age, gender, location, and other personal details can help determine if a lead fits your customer profile. Firmographic Information: Company size, industry, and job role can indicate whether a lead is relevant to your business. Behavioral Data: Engagement with your emails, website visits, and content downloads can reveal a lead's level of interest. BANT Criteria: Budget, Authority, Need, and Timing are traditional factors used to evaluate the likelihood of a lead converting.