We recently implemented lead scoring for one client, and now everyone seems to be asking about it.

So here’s a primer.

What is Lead Scoring?

Lead scoring is the process of assigning numerical values to leads based on their actions, demographic information, and level of engagement. These scores help sales teams prioritize which leads are most likely to convert into customers, and are ideally set automatically.

For many businesses, leads can vary greatly in terms of their readiness to purchase. A good lead scoring system uses both explicit and implicit data to separate those who are genuinely interested from those who are just browsing.

Lead Scoring typically makes sense with companies that have a large number of leads and need better ways to prioritize them. 

As an example, let’s say we are scoring leads for a hardware company. 

Explicit data, provided by the lead, could be:

• Company size –  Larger companies may have bigger budgets and a higher likelihood of purchasing.
• Industry – Some industries are more likely to need certain hardware solutions.
• Job title – A CTO or IT Manager is more likely to make hardware decisions than someone in a marketing role.

Implicit or behavioural data, based on the lead’s interactions with your company, could be:

• Website visits –  If a lead frequently visits your product pages or downloads technical specs, it indicates a higher interest.
• Content engagement- Leads who interact with case studies, whitepapers, or webinars are often further along in the decision-making process.
• Email clicks – Opening emails or clicking links in newsletters can be a sign of engagement.

Let’s look at how you might assign points based on both explicit and implicit factors.

Explicit scoring example:

• Job Title – CTO+20, IT Manager +15, General employee +5 
• Company Size – 1000+ employees +20, 500-999 employees +15, Less than 500 +10
• Industry – technology +20, manufacturing +15, retail +5 

Implicit scoring example:

• Website behaviour – visited product page +10, downloaded technical specifications +15, watched demo video +20 
• Email engagement – opened email +5, clicked on product link +10, registered for webinar +20 

A properly implemented lead scoring system, using a smart CRM like hashtag#HubSpot, brings multiple advantages:

• Improved Sales Efficiency – by focusing on high-scoring leads, your sales team can spend more time closing deals and less time chasing unqualified leads.
• Better Marketing Alignment – marketing can focus on nurturing lower-scoring leads, helping them move through the funnel.
• Data-Driven Decisions – lead scoring removes guesswork, letting data guide sales and marketing strategies.