How to score leads
Lead scoring ranks leads by how likely they are to buy so reps work the best ones first. The core idea is two dimensions: fit (are they the right kind of company and person) and engagement (are they acting like a buyer). Score both, combine them, and act on the top-right quadrant.
Short answer
Score leads by combining fit (how well they match your ICP) with engagement (how much buying behavior they show), assigning points to each signal, and setting a threshold that triggers sales handoff. Validate the model against real closed deals and recalibrate quarterly so the score predicts revenue, not just clicks.
Step by step
Score fit from your ICP
Assign points for firmographic and demographic matches: right industry, size, role, and geography. Subtract points for disqualifiers like a competitor domain or a student email.
Score engagement from behavior
Assign points for buying signals weighted by intent: a pricing-page visit or demo request is worth far more than a blog view.
- High intent: demo request, pricing page, reply to outreach
- Medium intent: webinar attendance, repeat visits
- Low intent: single blog read, newsletter open
Combine into one score with a threshold
Blend fit and engagement, then set the point threshold that marks a lead as sales-ready. Above it, route to a rep; below it, keep nurturing.
Validate against closed deals
Check whether your highest-scored leads actually became customers. If they did not, your weights are wrong. The score must predict revenue, not vanity engagement.
Recalibrate quarterly
Buying behavior and your ICP shift. Revisit the weights and threshold every quarter using the latest win data so the model stays accurate.
How Ardovo helps
Ardovo scores fit and engagement together and back-tests the model against your closed-won history, so the threshold reflects what actually converts. Rook re-weights signals as new deals close, keeping the score honest without a manual rebuild.
Frequently asked questions
What is the difference between fit and engagement scoring?
Fit measures whether a lead matches your ideal customer (firmographics, role). Engagement measures whether they are behaving like a buyer (page visits, replies). A great fit with no engagement is a target; high engagement with poor fit is often a dead end.
How many points should a demo request be worth?
Enough to push most fit-qualified leads over the sales-ready threshold on its own, since it is a strong intent signal. The exact number depends on your scale, but high-intent actions should dominate low-intent ones.
How do I know if my lead scoring works?
Compare score to outcome: your top-scored leads should convert at a much higher rate than low-scored ones. If they do not, the weights are wrong. Always validate the model against real closed deals.