What is Lead Scoring
Lead scoring assigns points to prospects based on fit and engagement. Higher scores indicate higher likelihood to buy.
Scoring Criteria
Demographic fit (company size, industry, location), behavioral fit (website visits, email opens, content downloads), and financial fit (budget available).
Explicit vs Implicit Scoring
Explicit: what they told you (company size, budget). Implicit: their behavior (how engaged they are).
Building Your Scoring Model
Identify characteristics of your best customers. Score new prospects against these characteristics.
Point Assignment
Different criteria get different points. Email open: 1 point. Demo request: 25 points. Pricing page visit: 10 points.
Lead Qualification Framework
BANT: Budget, Authority, Need, Timeline. Score prospects on each factor.
Sales-Ready Leads
When a lead reaches a certain score (often 50+ points), they are sales-ready. Hand off to sales.
Continuous Improvement
Analyze which leads scored high but did not convert. Adjust scoring model based on actual results.
Integration with CRM
Automate scoring in your CRM. System assigns scores automatically based on actions.