Not all leads are created equal. Lead scoring uses data to prioritize which prospects deserve immediate attention and which can wait. Here's how to build an effective scoring model.
What is Lead Scoring?
Lead scoring assigns numerical values to prospects based on their likelihood to buy. Higher scores = higher priority for sales follow-up.
Related: 6sense Alternative for Mid-Market Lead Scoring
Two Types of Scoring
Fit Score (Demographic)
How well does this person match your ICP?
- Company size: +20 points for 100-500 employees
- Industry: +15 points for target industries
- Job title: +25 points for decision makers
- Location: +10 points for target regions
Interest Score (Behavioral)
How engaged is this person with your brand?
- Email opens: +5 points each
- Link clicks: +10 points each
- Website visits: +15 points for pricing page
- Content downloads: +20 points
Building Your Scoring Model
- Analyze closed-won deals for common attributes
- Identify disqualifying factors (negative scores)
- Assign point values to each attribute
- Set threshold for MQL status
- Test and refine over time
Related: Negative Scoring Signals: Exclude Competitors & Customers
Sample Scoring Matrix
- 0-30 points: Cold lead - nurture sequence
- 31-60 points: Warm lead - targeted content
- 61-80 points: MQL - sales review
- 81+ points: Hot lead - immediate contact
Data Required for Scoring
Effective scoring needs rich contact data:
- Job title and seniority
- Company size and industry
- Geographic location
- Technology stack (optional)
Get Scoreable Data
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