Glossary Term
Lead Scoring
A methodology for ranking prospects based on their likelihood to convert, combining fit and engagement signals.
What is Lead Scoring?
Lead scoring assigns numerical values to leads based on how likely they are to become customers. Scores combine:
Fit factors (who they are):
- Company size and industry match
- Role/title alignment with buyer persona
- Geography and other ICP criteria
- Technology stack indicators
Engagement factors (what they do):
- Email opens and clicks
- Website visits and content downloads
- Replies to outreach
- Demo requests or pricing inquiries
For cold email: Lead scoring helps prioritize follow-up efforts. A lead who matches your ICP perfectly and replied positively should get immediate attention. A partial ICP match who didn't respond is lower priority.
Simple scoring approach:
- ICP fit: +50 points
- Right title: +20 points
- Positive reply: +100 points
- Meeting booked: +200 points
Why It Matters
- 1Helps prioritize sales follow-up
- 2Identifies highest-value opportunities
- 3Prevents good leads from falling through cracks
- 4Makes limited resources more effective
Related Terms
ICP (Ideal Customer Profile)
A detailed description of the type of company that would benefit most from your product or service.
Buyer Persona
A semi-fictional representation of your ideal buyer, including their role, goals, challenges, and behavior.
Reply Rate
The percentage of sent emails that receive a reply from recipients.
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