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Sales & Pipeline

Lead Scoring Template Builder

Build a custom lead scoring model for your business. Prioritize leads based on firmographic, behavioral, and contact data.

Total Weight: 100%

Firmographic Criteria

Company Size (Employees)

%
1-10:1pts
11-50:2pts
51-200:3pts
201-1000:4pts
1000+:5pts

Industry Match

%
Not a fit:0pts
Adjacent industry:2pts
Good fit:4pts
Ideal industry:5pts

Annual Revenue

%
< $1M:1pts
$1M - $10M:2pts
$10M - $50M:3pts
$50M - $500M:4pts
$500M+:5pts

Behavioral Criteria

Website Visits (Last 30 Days)

%
0 visits:0pts
1-2 visits:2pts
3-5 visits:3pts
6-10 visits:4pts
10+ visits:5pts

Email Engagement

%
No opens:0pts
Opened only:2pts
Clicked once:3pts
Multiple clicks:4pts
Replied:5pts

Content Downloads

%
None:0pts
1 download:2pts
2-3 downloads:3pts
4+ downloads:5pts

Contact Criteria

Job Title / Seniority

%
Individual Contributor:1pts
Manager:2pts
Director:3pts
VP:4pts
C-Level / Founder:5pts

Decision-Making Authority

%
No authority:1pts
Influencer:3pts
Decision maker:5pts

Lead Score Thresholds

80+
Hot Lead

Prioritize immediate outreach

60+
Warm Lead

Schedule follow-up within 24-48 hours

40+
Nurture

Add to nurture campaign

0+
Cold

Monitor for engagement signals

How to Build an Effective Lead Scoring Model

Lead scoring assigns numerical values to leads based on their likelihood to convert. A good scoring model helps sales teams prioritize their time on the most promising opportunities.

Types of Lead Scoring Data

Firmographic Data

Company size, industry, revenue, location. Indicates fit with your ideal customer profile.

Behavioral Data

Website visits, email opens, content downloads. Shows intent and engagement level.

Contact Data

Job title, seniority, decision authority. Determines if they can buy.

BANT Criteria

Budget, Authority, Need, Timeline. Classic qualification framework.

Lead Scoring Best Practices

  • Start simple: Begin with 5-10 criteria. You can always add more later.
  • Weight by impact: Criteria that correlate most with conversion should have higher weights.
  • Include negative scoring: Deduct points for disqualifying factors (wrong industry, competitor, etc.).
  • Review regularly: Analyze which criteria actually predict conversion and adjust.
  • Align sales and marketing: Both teams should agree on scoring definitions.

Implementing Lead Scoring

  • CRM integration: Score leads automatically in your CRM (Salesforce, HubSpot, etc.).
  • Scoring thresholds: Define what score triggers different actions (e.g., 80+ = Sales call).
  • Score decay: Reduce scores over time if leads become inactive.
  • A/B testing: Test different scoring models against conversion outcomes.

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