Lead Scoring
A methodology for ranking leads based on their likelihood to convert.
What is Lead Scoring?
Lead scoring is the process of assigning point values to leads based on demographic attributes and behavioral signals to prioritize sales follow-up.
Scoring typically combines explicit data (job title, company size, industry) with implicit data (pages visited, emails opened, content downloaded, webinar attendance).
Common approach: assign points for positive signals (+20 for pricing page visit, +30 for demo request) and negative points for poor-fit attributes (-50 for student email, -30 for competitor).
Lead score thresholds determine actions: 0-30 points = nurture, 30-60 = marketing qualified, 60+ = sales qualified. Adjust thresholds based on your sales capacity and conversion data.
Lead Scoring in NZ
NZ businesses with limited sales resources benefit immensely from lead scoring - it ensures sales time is spent on highest-probability opportunities.
Incorporate NZ-specific factors: NZ location (+20), .co.nz email (+10), NZ company size match (+15), mentions "urgency" in form (-5 for tire-kickers who say "urgent").
Keep scoring simple initially: start with 5-10 key criteria. Overcomplicated scoring systems are difficult to maintain and don't always improve results.
NZ Business Examples
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A Wellington SaaS company scores: Company size match (20), visited pricing 2+ times (30), watched demo video (25), opened last 3 emails (15), requested trial (40) - threshold for SQL: 70+ -
An Auckland agency scores: NZ business (15), revenue $1M+ (20), downloaded case study (25), visited services 3+ times (30), submitted contact form (50) - MQL threshold: 60+ -
A Christchurch B2B service scores: Title match (25), company size fit (20), attended webinar (35), engaged with 3+ emails (20), visited 5+ pages (15) - hot lead threshold: 80+
Real-World Industry Examples
SaaS
A CRM company implements lead scoring across 500+ monthly leads
Sales focuses on leads scoring 80+, conversion rate increases from 12% to 28%, sales cycle shortens by 35%
B2B Services
A consulting firm scores leads from multiple sources (content, ads, referrals)
Automated scoring routes high-score leads to senior partners, low-score to junior team - close rate improves 40%
Manufacturing
An industrial supplier scores based on company size, industry, and engagement
Sales prioritizes leads scoring 60+, reducing time wasted on small accounts and focusing on enterprise opportunities
Related Terms
Lead Qualification
The process of determining if a lead is a good fit for your product or service.
MQL (Marketing Qualified Lead)
A lead that marketing has identified as more likely to become a customer.
SQL (Sales Qualified Lead)
A lead that sales has vetted and confirmed as a genuine sales opportunity.
Frequently Asked Questions
How do I set up lead scoring?
Identify your ideal customer attributes, assign point values based on importance, define behavioral triggers (page visits, downloads), set score thresholds for different actions, and refine based on actual conversion data.
What's a good lead score range?
There's no universal standard - it depends on your system. Common approach: 0-100 scale where 0-30 = cold, 30-60 = warm (MQL), 60-80 = hot (SQL), 80+ = very hot. Set thresholds based on your data.
Should I use positive and negative scoring?
Yes. Positive scoring rewards good-fit attributes and engagement. Negative scoring penalizes poor-fit signals (wrong company size, unsubscribe, competitor). This creates more accurate prioritization.
Need Help With Your Lead Generation Strategy?
Our team specializes in delivering 30 qualified leads in 30 days for NZ service businesses. We handle the strategy, execution, and optimization - you handle the sales.