Artificial Intelligence (AI) -Enhanced Business-to-Business Lead Scoring Market Report 2025

The artificial intelligence (AI)-enhanced business-to-business lead scoring market size has grown exponentially in recent years. It will grow from $1.56 billion in 2024 to $1.93 billion in 2025 at a compound annual growth rate (CAGR) of 23.6%. The historic growth can be linked to several factors, including rising demand for data-driven sales approaches, a stronger emphasis on personalization in B2B marketing, efforts to optimize customer acquisition costs, increased use of intent data for identifying prospects, and a growing reliance on AI to minimize human bias in lead scoring.

The artificial intelligence (AI)-enhanced business-to-business lead scoring market size is expected to see exponential growth in the next few years. It will grow to $4.45 billion in 2029 at a compound annual growth rate (CAGR) of 23.2%. Looking ahead, growth is expected to be driven by the expanded use of firmographic, technographic, and intent-based signals, the need for scalable lead scoring systems in large organizations, wider adoption of account-based marketing (ABM), enhanced multi-channel customer engagement, real-time analytics, and the push for personalized outreach. Key trends during this forecast period include predictive lead scoring powered by technology, real-time scoring solutions, multi-channel tracking innovations, development of explainable AI models, and advances in predictive deal conversion.

The increasing adoption of cloud-based solutions is anticipated to drive the growth of the artificial intelligence (AI)-enhanced business-to-business (B2B) lead scoring market. Cloud-based solutions involve the provision of computing services, including storage, processing power, and applications, via the internet, offering enhanced accessibility and scalability. The growing use of cloud infrastructure among enterprises is fueled by the demand for adaptable, scalable, and cost-efficient IT resources that can respond quickly to evolving business requirements. These cloud solutions allow for seamless access to vast and varied data sets, enabling AI systems to efficiently analyze real-time customer behaviors and engagement patterns. This, in turn, enhances the accuracy and speed of lead qualification and prioritization in B2B lead scoring. For example, in December 2023, Eurostat, a government agency based in Luxembourg, reported that 45.2% of enterprises in the EU utilized cloud computing services such as internet-based software, computing power, or data storage in 2023, an increase of 4.2 percentage points from 2021. Therefore, the expanding adoption of cloud-based solutions is a key factor contributing to the growth of the AI-enhanced B2B lead scoring market.

Leading players in the AI-enhanced B2B lead scoring market are concentrating on the application of advanced technologies such as predictive analytics to identify promising leads and enhance sales performance. Predictive analytics is a form of AI that leverages historical data and statistical models to predict future trends, allowing businesses to pinpoint valuable leads, foresee customer behavior, and refine their sales and marketing tactics. For instance, in March 2023, 6sense Insights, Inc., a U.S.-based software firm, introduced Revenue AI for Sales, an AI-powered platform designed to assist sellers in identifying in-market accounts, prioritizing impactful actions, and understanding buyer behavior more deeply. This platform employs predictive analytics to evaluate and rank accounts and contacts using indicators such as buying intent, engagement signals, and firmographic, technographic, and psychographic data. It empowers sales teams to focus on the most promising opportunities and optimize their strategies. By turning extensive data into actionable insights, it minimizes the need for manual data gathering and prospecting, allowing sales professionals to reach the right buyers at the right moment. Additionally, the platform offers tailored recommendations for next steps, aiding sales teams in managing complex buyer journeys, coordinating multi-stakeholder deals, and delivering customized messaging that resonates with specific buyer personas.

In August 2025, HG Insights Inc., a U.S.-based company specializing in revenue growth intelligence, acquired MadKudu Inc. for an undisclosed amount. Through this acquisition, HG Insights aims to strengthen its revenue growth agentic ecosystem by incorporating MadKudu’s AI-driven buyer intelligence technology. The integration is expected to result in a comprehensive, AI-powered go-to-market (GTM) platform that merges market and sales intelligence with real-time agentic activation to support strategy, Revenue Operations (RevOps), sales, and marketing. MadKudu Inc., based in the U.S., is a B2B platform that provides predictive lead scoring and customer intelligence solutions powered by AI. It helps revenue teams to recognize high-value leads, streamline sales prioritization, and implement more efficient go-to-market strategies.

Major players in the artificial intelligence (ai)-enhanced business-to-business lead scoring market are Salesforce Inc., Dun & Bradstreet Holdings Inc., 6sense Insights Inc., NextRoll Inc., Belkins, Cognism Limited, Dealfront Germany GmbH, Terminus Technologies Limited, UserMotion Inc., CaliberMind Inc., Breadcrumbs.io Inc., Warmly LLC, Qualified Inc., Foundry ABM Inc., Hushly Inc., Revsure AI Technologies Private Limited, Akkio Inc., Genesys Cloud Services Inc., Outreach Inc., Leadspace Inc.

North America was the largest region in the artificial intelligence-enhanced business to business lead scoring market in 2024. Asia Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in artificial intelligence (AI)-enhanced business-to-business lead scoring report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East and Africa. The countries covered in the artificial intelligence (AI)-enhanced business-to-business lead scoring market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report’s Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.

The rapid escalation of U.S. tariffs and the resulting trade tensions in spring 2025 are significantly impacting the professional services sector, particularly in legal, consulting, architectural, and engineering domains. Higher costs for imported technology, software licenses, office equipment, and digital infrastructure have raised operational expenses for firms reliant on global tools and platforms. International consulting projects are facing delays or cost overruns due to increased travel expenses and restricted access to foreign-sourced data and tools. Additionally, clients in manufacturing, construction, and logistics, heavily affected by tariffs are cutting back on outsourced services, squeezing demand for professional expertise. As a result, service providers are reevaluating pricing structures, expanding domestic supplier relationships, and investing in AI-driven solutions to sustain profitability and client engagement amid economic uncertainty.

AI-powered lead scoring for B2B businesses leverages machine learning and advanced algorithms to assess potential clients, estimating their likelihood of conversion. By examining historical interactions, company information, and engagement patterns, it streamlines the evaluation process. This enables sales teams to focus on the most promising prospects more efficiently and accurately.

Key elements of AI-driven B2B lead scoring include specialized software and supporting services. These tools apply AI to analyze leads, assign scores, and highlight the prospects with the highest potential, helping businesses increase conversion rates. They can be implemented either on-premises or via cloud platforms and are suitable for organizations of all sizes. Common use cases include sales and marketing automation, CRM optimization, and predictive analytics. Businesses across sectors such as IT and telecom, banking and finance, healthcare, retail, and manufacturing benefit from these solutions.

The artificial intelligence (AI)-enhanced business-to-business (B2B) lead scoring market research report is one of a series of new reports that provides artificial intelligence (AI)-enhanced business-to-business (B2B) lead scoring market statistics, including artificial intelligence (AI)-enhanced business-to-business (B2B) lead scoring industry global market size, regional shares, competitors with the artificial intelligence (AI)-enhanced business-to-business (B2B) lead scoring market share, artificial intelligence (AI)-enhanced business-to-business (B2B) lead scoring market segments, market trends, and opportunities, and any further data you may need to thrive in the artificial intelligence (AI)-enhanced business-to-business (B2B) lead scoring industry. This artificial intelligence (AI)-enhanced business-to-business (B2B) lead scoring market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The artificial intelligence (AI)-enhanced business-to-business lead scoring market consists of revenues earned by entities by providing services such as predictive lead scoring, data enrichment, behavioral analytics, account-based scoring, sales and marketing recommendations, real-time lead prioritization, and reporting and dashboard services. The market value includes the value of related goods sold by the service provider or included within the service offering. The artificial intelligence (AI)-enhanced business-to-business lead scoring market also includes sales of real-time lead scoring solutions, sales and marketing integration platforms, campaign management, workflow automation, machine learning tools, analytics platforms, data integration tools. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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