Lead scoring assigns points to leads so sales works on the most promising ones first. A good B2B scoring methodology combines fit (who they are) and engagement (what they do).
Fit criteria examples
| Criterion | Example points |
|---|---|
| Industry in core niche | +20 |
| Company size in sweet spot | +15 |
| Decision-maker title | +15 |
| Target geography | +10 |
| Visible need / trigger | +15 |
Engagement criteria examples
| Action | Example points |
|---|---|
| Replied to email | +20 |
| Requested demo / quote | +30 |
| Visited pricing page | +10 |
| Opened preview or proposal 2+ times | +15 |
| Attended webinar | +10 |
| Downloaded lead magnet | +5 |
Negative criteria
Subtract for bounced email, personal email domains in B2B, competitors, students, unsubscribes and long inactivity. See negative lead scoring.
Methodology in six steps
- Analyse won and lost deals for patterns.
- Pick 5–8 fit and 5–8 engagement criteria.
- Assign points by predictive strength.
- Set thresholds (MQL, SQL). See thresholds.
- Run for 60–90 days.
- Compare scores to outcomes and recalibrate.
Keep it simple
A 10-criteria model your team understands beats a 50-criteria model nobody trusts.
Going further: automate lead scoring or AI lead scoring.
Start with leads that already score high on need: businesses with no website, broken sites or outdated designs.
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Frequently asked questions
What are common B2B lead scoring criteria?
Fit criteria like industry, size, title and geography, plus engagement criteria like replies, demo requests, pricing page visits and content downloads.
How do you build a lead scoring model?
Analyse past wins and losses, choose criteria, assign points by predictive strength, set thresholds, then review results after 60 to 90 days.