What is Lead Scoring?
Lead scoring is assigning points to leads based on attributes and behaviors that indicate buying intent. Higher scores = more likely to buy.
Without lead scoring:
- Sales treats all leads equally
- Time wasted on unqualified leads
- Hot leads go cold waiting for attention
- No systematic prioritization
With lead scoring:
- Hot leads get immediate attention
- Sales focuses on highest-value prospects
- Marketing knows which campaigns produce best leads
- Data-driven decisions
Building Your Lead Scoring Model
Step 1: Define Your Ideal Customer Profile (ICP)
Score based on how well a lead matches your ICP:
Demographic Scoring: | Attribute | Good Fit (+) | Neutral | Bad Fit (-) | |-----------|--------------|---------|-------------| | Industry | Target industry +20 | Adjacent +5 | Non-fit -10 | | Company size | 50-500 emp +15 | 10-50 +5 | <10 -5 | | Job title | Decision maker +25 | Influencer +10 | Individual contributor 0 | | Location | Service area +10 | Nearby +5 | Too far -10 |
Step 2: Track Behavioral Signals
Score based on engagement and intent:
Behavioral Scoring: | Action | Points | |--------|--------| | Visited pricing page | +20 | | Downloaded case study | +15 | | Watched demo video | +15 | | Attended webinar | +20 | | Opened 3+ emails | +10 | | Requested demo | +50 | | Chatted with bot | +10 | | Visited 5+ pages | +10 | | Returned visitor | +15 |
Step 3: Add Negative Scoring
Reduce scores for disqualifying signals:
| Action | Points | |--------|--------| | Unsubscribed | -30 | | Bounced email | -20 | | Competitor company | -50 | | Student email | -40 | | No activity 30+ days | -20 | | Marked as spam | -100 |
Step 4: Define Score Thresholds
| Score Range | Label | Action | |-------------|-------|--------| | 80+ | Hot | Immediate sales outreach | | 50-79 | Warm | Sales-ready, prioritize | | 25-49 | Cool | Continue nurturing | | <25 | Cold | Marketing automation only |
Advanced Lead Scoring Techniques
Time Decay
Recent actions should count more than old ones:
- Action in last 7 days: Full points
- 8-30 days: 75% of points
- 31-60 days: 50% of points
- 60+ days: 25% of points
Predictive Lead Scoring
Use machine learning to:
- Identify patterns in closed-won deals
- Find attributes that predict conversion
- Continuously improve accuracy
Multiple Scoring Models
Different scores for different purposes:
- Fit score - How well they match your ICP
- Engagement score - How active they are
- Intent score - Buying signals
- Composite score - Weighted combination
Common Lead Scoring Mistakes
❌ Too many factors - Keep it simple (10-15 factors max) ❌ Not updating regularly - Review quarterly ❌ Ignoring negative signals - Disqualification matters ❌ Sales not bought in - Involve sales in building the model ❌ No feedback loop - Compare scores to actual conversions
Lead Scoring in WellPlan
WellPlan's built-in lead scoring:
- Automatic scoring - Based on all activities
- Custom rules - Build your own scoring model
- Smart notifications - Alert sales when leads hit thresholds
- Visual pipeline - See scores at a glance
- AI recommendations - Suggestions based on patterns
See lead scoring in action - Get a personalized walkthrough.