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Enhancing B2B Sales: Lead Scoring Best Practices for 2024

Discover the art of advanced lead scoring, effective prioritization, and refined conversion strategies for unparalleled results.

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January 11, 2024

Understanding the difference between types of leads, especially between MQLs and SQLs, is essential to align your marketing and sales teams. By determining lead quality and relevance based on buying intent, you can allocate your resources wisely and tap into fruitful avenues for lead generation​​.

Choose from various lead scoring models, such as demographic, firmographic, and behavioral, or a combination of explicit and implicit techniques. Customize these criteria to align with your campaign or business objectives and the customer journey​​.

 B2B Sales

Utilizing Scoring Data Effectively in Lead Evaluation

Gather relevant data points from as many touchpoints of the buyer journey as you can, including offline conversions. Integrate this data with a Customer Relationship Management (CRM) system to ensure accuracy and consistency in developing meaningful insights​​.

Lead scoring is a multifaceted solution to various challenges in B2B marketing, offering a more focused, efficient, and successful approach. Here’s how it effectively addresses key issues:

1. Assessing Engagement Levels: Engagement scoring highlights the interaction level of leads with your content and offerings. This is crucial for determining when a prospect becomes a Marketing Qualified Lead (MQL), focusing efforts on genuinely interested leads.

2. Prioritizing Leads: With many leads available, lead scoring helps prioritize them by combining techniques like demographic and firmographic scoring. This ranks leads based on their alignment with your ideal customer profile, ensuring the sales team focuses on the most promising prospects.

3. Identifying Buying Intent: Intent scoring identifies leads who are not just suitable but are actively considering a purchase. This focuses on behaviors indicative of strong buying intent, capturing leads at the peak of their purchase readiness.

Incorporating these strategies into your lead scoring practice can transform your B2B sales approach. However, it’s crucial to select the right lead scoring model that aligns with your specific goals:

  • Understanding Lead Scoring Models: Each model, whether demographic, behavioral, or another type, has unique strengths. Understanding these deeply will help you use them effectively.
  • Diverse Scoring Formats: Lead scoring should be seen as a multi-faceted tool. Engagement scoring, for instance, is crucial for nurturing leads effectively.
  • Prioritizing Leads for Sales Teams: Combining different scoring methods, like demographic and firmographic scoring, simplifies lead management and helps sales teams focus on the most promising prospects.
  • Identifying Purchase Intent: Intent scoring is vital for spotlighting leads fitting your Ideal Customer Profile (ICP) and showing clear buying signals, preventing lead loss and focusing on leads with high conversion potential.

Each aspect of scoring, whether engagement level, demographic fit, or buying intent, should be weighted according to its importance in your sales cycle. Meticulously assigning scores and understanding their implications can streamline your sales process and ensure focus on the most likely to convert leads.

Prioritize high-scoring leads for immediate sales engagement while developing personalized lead nurturing strategies for lower-scoring leads​​.

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Strategies for Effective Lead Prioritization

Measure and track lead scoring metrics to gauge the effectiveness of your strategies and tactics. Generate reports and dashboards to gain actionable insights and continuously refine your lead management and conversion processes​​.

Step-by-Step Guide to Developing a Lead Scoring Model

Marketing automation tools like HubSpot and Marketo have built-in lead scoring tools, but you can also start scoring leads with a basic spreadsheet if your buyer journey is relatively simple. Define leads’ readiness for sales contact on a scale of 0 to 100 and align your sales and marketing teams on where a lead transitions to the next stage​​.

Evaluating and Refining Your Lead Scoring System

Evaluate your system regularly. Examine SQL close rates after implementing your lead scoring system, and keep adjusting until you find the right balance. Re-examine your lead scoring criteria if several prospects go through your process and deals fall through or go stagnant​​.

Lead scoring becomes more valuable as the channels where you engage with leads and the data you have on them increase. It can drive revenue, help lower costs, and improve the all-important customer experience. If you’re still daunted by the process, remember that help is available. Contacting experts who have decades of experience in generating, scoring, and nurturing leads can give your marketing efforts a significant boost​​.

Embrace lead scoring as a powerful tool in your marketing arsenal and unlock the full potential of your leads. Whether you’re just starting or looking to refine your existing process, these best practices for 2024 will set you on the path to enhanced B2B sales success.

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