Fit and behavior
Fit scores look at who the lead is, like company size, industry, job title or location. Behavior scores look at what they do, like visiting the pricing page, opening emails, booking a demo or downloading a guide.
Building a simple model
Look at recent customers and note what they had in common before buying. Give points for those traits and actions, subtract points for poor-fit signs, and set a score where leads are passed to sales.
Review and adjust
Compare scores with which leads actually closed. If high scorers rarely buy or low scorers often do, change the weights. Many CRMs can also suggest scores automatically from past data.
Why Lead Scoring matters
Sales time is limited. Scoring makes sure the hottest leads get a fast response, while less ready leads get nurtured with helpful content until they are ready.
Calling the right leads first
A B2B software company got many free trial signups but called them in order of arrival. Scoring leads by company size and in-app activity let sales call the most active trials first, and more trials turned into paying customers.
Common mistakes
Scoring every action the same
A pricing page visit means more than a blog visit. Weight actions by how closely they link to buying.
Never updating the model
Customer behavior changes. Review scores against real results every few months.
No agreement with sales
If sales doesn't trust the score, they'll ignore it. Agree together on what counts as sales-ready.
Where we work on this