Lead scoring should be easy to explain and maintain.
Separate fit and intent
Fit shows whether the lead matches your ideal customer profile. Intent shows whether the lead is acting like a buyer. Keep both signals separate.
Fit signals
Useful fit signals include company size, industry, role, location, budget range, technology stack, and use case. Only score details that affect your ability to help.
Intent signals
Intent can include demo requests, pricing page visits, webinar attendance, replies, repeat visits, and case study views. Strong intent should trigger fast follow-up.
Review results
Compare high-scoring leads with actual customers every month. Reduce signals that do not predict quality and add signals that appear in closed deals.
