Lead Scoring

Lead Scoring is a system of points that each lead scores based on their actions and characteristics. Visited the page with prices - +10 points. Opened three letters in a row - +8. Specified a company with 50+ employees during registration - +15. Scored 60+ points - transferred to sales. If you gain less, you remain in the nurturing flow.

In projects where I implemented scoring, the sales department’s conversion from lead to deal increased by 25–40% simply because managers stopped wasting time on those who were “just watching.” At the same time, the average transaction cycle decreased - salespeople reached hot leads in the first 2 hours, and not after 3 days.

There are two types of scoring. Behavioral (what the lead does): visiting the site, opening emails, downloading materials, watching videos. Demographic (who is the lead): job title, company size, region, industry—anything that correlates with the likelihood of a purchase in your niche. The normal model combines both.

The main mistake when implementing scoring is to do it by eye, without data. I always start by analyzing 50-100 closed deals: what actions did the purchasing leads take on their path to purchase? This is the basis of the weight model. Without this, scoring will look nice in CRM, but not work.