Lead Scoring
Last updated: March 2025
Definition
Assigning points to leads based on their fit and engagement to prioritize who sales should contact first. Firmographic scoring (company size, industry, role) measures fit. Behavioral scoring (pages visited, emails opened, content downloaded) measures intent. A lead who matches your ICP and visited pricing is hotter than one who downloaded a generic ebook.
Why It Matters
Sales teams waste hours calling lukewarm leads while hot prospects go cold. Lead scoring automates prioritization so reps focus on leads most likely to close. It also aligns marketing and sales because both teams agree on what constitutes a qualified lead.
How to Improve
- Start simple: score for company size, role match, and three to five high-intent behaviors (pricing page, demo request, case study views).
- Set a threshold for marketing-qualified leads. Only pass leads above the score to sales. Below the threshold, nurture with email.
- Review scoring accuracy monthly. Compare lead scores against actual close rates and adjust weights accordingly.
- Decay scores over time. A lead who was active three months ago but went silent shouldn't stay at the top of the queue.