Definition
Lead scoring assigns points to leads based on how well they fit your ideal customer and how likely they are to buy, so you can prioritise.
What it uses
- fit — industry, size, location (do they match your ICP?)
- signals — visible signs of need (low reviews, no website, active ads, a launch)
- engagement — opens, replies, website visits, meetings
- contactability — do you have the decision-maker and a way to reach them?
Types
- Rule-based — points per criterion, set by you. Simple and transparent.
- Predictive — models trained on past deals. Needs lots of data.
Small teams usually do better with a simple rule-based score. See lead scoring for small teams.
How to use a score
- top tier: personal outreach and calls
- middle: segmented campaigns
- bottom: skip or revisit later
Keep it honest
Check regularly whether high scores actually convert. If not, change the weights.
Example
A roofer with 60 reviews, ranked 6th, with the owner's name, email and mobile number scores 8 out of 9; a roofer with 12 reviews and only an info@ email scores 4. You call the first today and add the second to an email campaign.
Key takeaways
- Scoring ranks leads by fit, signals and contactability.
- Simple rule-based scores work for small teams.
- Check that high scores really convert.