The lead score increases as you learn more about how your audience engages with your website and your marketing activities.

This statement is true. Lead scoring is a methodology used to rank prospects based on their perceived value to an organization. As you gather more data about a lead's interactions with your website (e.g., pages visited, content downloaded) and marketing activities (e.g., email opens, webinar attendance), you gain a clearer understanding of their interest and engagement. This increased understanding allows you to assign higher scores to leads exhibiting behaviors indicative of greater intent or fit, thus increasing their lead score. This process helps prioritize sales efforts and ensures resources are focused on the most promising prospects.