Lead Scoring Best Practices for B2B Companies

Lead scoring is the process of assigning values to leads based on their likelihood to convert. When done correctly, it can increase conversion rates by 30 percent or more by helping sales teams focus on the most promising prospects.

Types of Lead Scoring Models

1. Demographic Scoring

Based on company and contact characteristics:

• Company size and revenue
• Industry vertical
• Geographic location
• Job title and seniority level

2. Behavioral Scoring

Based on engagement and actions:

• Website visits and page views
• Content downloads and engagement
• Email opens and clicks
• Webinar attendance

Implementation Best Practices

• Start with Your Ideal Customer Profile
• Use Both Explicit and Implicit Data
• Review and update scoring criteria regularly
• Integrate with your CRM system

Common Lead Scoring Mistakes

• Overcomplicating the scoring model
• Not validating scores against actual conversions
• Ignoring negative scoring for disqualifying factors
• Failing to update scoring criteria regularly