What is Lead Scoring?

A methodology to rank leads by their likelihood to buy

Quick Definition

Lead scoring is a methodology that assigns point values to leads based on their attributes and behaviors, helping sales teams prioritize which prospects to focus on first.

Not all leads are created equal. Lead scoring helps you separate the hot prospects ready to buy from the tire-kickers who'll never convert. By assigning point values to lead characteristics (like company size and job title) and behaviors (like page views and content downloads), you create a numeric score that predicts purchase likelihood. This score guides sales prioritization and marketing automation.

In This Guide

Scoring Dimensions

Lead scoring typically evaluates leads on two dimensions: fit and engagement.

Fit (Demographic/Firmographic): Does this lead match our ICP?
Engagement (Behavioral): Is this lead showing buying interest?
Fit factors: Company size, industry, job title, location
Engagement factors: Page views, content downloads, email engagement

How to Build a Scoring Model

Creating an effective lead scoring model involves analyzing your data and testing assumptions.

Analyze your best customers for common characteristics
Identify behaviors that correlate with conversion
Assign point values based on importance
Set thresholds for MQL and SQL
Test and refine based on actual outcomes

Website Behavior in Scoring

Website behavior is the strongest scoring signal. A lead who views your pricing page multiple times shows stronger intent than one who just downloaded an ebook. Visitor identification enables behavior-based scoring even before form submission.

Pricing page views: High intent signal
Case study views: Evaluation stage indicator
Repeat visits: Sustained interest
Time on site: Engagement depth

Operationalizing Scores

Lead scores should trigger specific actions in your workflow.

Route high-scoring leads to sales immediately
Nurture medium-scoring leads with content
Disqualify low-fit leads regardless of engagement
Alert sales when target accounts spike in score

Real-World Examples

1A lead from a Fortune 500 company (+20 points) views pricing (+15 points) = Sales follow-up
2A small company lead (+5 points) downloads one ebook (+5 points) = Nurture sequence
3A target account stakeholder visits 5 pages in a week = Sales alert
4Wrong industry lead (-25 points) regardless of engagement = Disqualified

Key Benefits

Prioritize sales time on highest-potential leads

Improve lead-to-opportunity conversion rates

Align sales and marketing on lead quality

Automate lead routing and follow-up

Better predict pipeline and revenue

Frequently Asked Questions

What is lead scoring?

Lead scoring assigns point values to leads based on their fit (demographic/firmographic) and engagement (behavioral). The resulting score helps sales prioritize which leads to pursue first.

What factors should I include in lead scoring?

Include fit factors (company size, industry, job title) and engagement factors (page views, content downloads, email engagement). Weight high-intent behaviors like pricing page visits heavily.

How do I know if my lead scoring is working?

Track conversion rates by score range. High-scoring leads should convert at significantly higher rates. If not, adjust your criteria and weights.

Can I score leads before they fill out a form?

Yes, with visitor identification. Tools like Bullseye identify visitors and track their behavior, enabling scoring based on website engagement even before form submission.

Related Resources

Comprehensive Guides

Guide

Best Lead Management Software

Organize, score, and convert leads more effectively

See It In Action

Use Case

Lead Generation

Generate leads from your website without forms by identifying anonymous visitors.

Use Case

Sales Intelligence

Real-time intelligence on website visitors for proactive sales outreach.

See Lead Scoring in Action

Experience how Bullseye brings these concepts to life.

Start Free Trial