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B2B Lead Generation

Lead Scoring

Lead score, predictive lead scoring
Definition
Lead scoring is a method of ranking leads with points based on how well they fit your ICP and how engaged they are, so sales can prioritise the most promising ones.

How does lead scoring work?

Leads receive points for fit (e.g. industry, company size, job title) and for engagement (e.g. email clicks, webinar attendance, pricing page visits). Points can also be deducted, for example for competitors or students.

From score to action

When a lead passes a defined threshold it becomes a Marketing Qualified Lead and is handed to sales. Most CRMs, such as HubSpot, can calculate scores automatically.

Best practices

  • Agree on the scoring model together with sales.
  • Keep fit and engagement scores separate.
  • Review the model quarterly against closed-won deals.

How VAEKST can help

We set up lead scoring in HubSpot so your reps spend their time on the leads closest to buying. Book a meeting to talk it through with one of our growth experts.

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Related terms

Marketing Qualified Lead

A Marketing Qualified Lead (MQL) is a lead that has shown enough interest through marketing activities to be worth nurturing, but is not yet ready for a sales conversation.

Sales Qualified Lead

A Sales Qualified Lead (SQL) is a prospect that sales has confirmed has a relevant need, authority and timing, and is ready for an active sales process.

Firmographics

Firmographics are descriptive data about companies – such as industry, size, revenue, location and growth stage – used to segment and target B2B accounts.
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