Lead scoring is a method of ranking leads by how likely they are to convert, using a combination of firmographic fit (company size, industry) and behavioral signals (email opens, page visits, response speed) to prioritize where a sales team spends time.
Common lead scoring models
The simplest model assigns points for specific actions and attributes — a demo request might be worth more points than a newsletter signup, and a director-level title more than an individual contributor. Leads above a threshold get routed to sales.
More advanced models use predictive scoring, where a system learns from historical conversion data which combinations of signals actually correlate with a closed deal, rather than relying on manually assigned point values.
Common lead scoring pitfalls
Scoring models built once and never revisited go stale — the signals that predicted conversion a year ago may not predict it today, especially as a product or market changes.
A subtler problem: scoring based only on explicit actions (form fills, downloads) misses signal from actual conversations. A lead who's had three substantive calls but hasn't filled out another form may be more qualified than the score suggests, if the model only counts trackable web behavior.
Frequently asked questions
What is a good lead score threshold?
Does lead scoring work for small businesses?
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