The Definitive Guide to Lead Scoring

How can lead scoring benefit your business?


Lead scoring allows you make the most out of every lead that enters your pipeline. This guide is meant to help companies understand why, how, and when to implement lead scoring and improve execution with best practices and easy-to-use worksheets.

When you implement a lead scoring program, you can determine a prospect’s current level of interest in your business and use that information to drive sharper, more relevant engagement. You can speed up the sales cycle by moving a prospect forward the first time they raise their hand. Lead scoring also ranks the prospect’s demographics, like title, industry, and annual company revenue, to make sure they fit your target customer profile.

Whether you’re a lead scoring pro or just getting started, these scoring tactics, case studies, and measurement tips will transform your practices and streamline lead flow, productivity, and efficiency between marketing and sales to simplify processes so your teams can focus on what they do best.

What’s in the guide?


  • Why your business needs lead scoring
    Lead scoring helps you focus on the right accounts to drive ROI, aligns sales and marketing, and boosts productivity for both teams across the board.

  • Lead scoring basics
    Find out how to rank leads to determine their sales-readiness, learn lead scoring best practices and discover how to use demographic and firmographic attributesas well as behavioral data, to score leads.

  • Getting started
    This guide will walk you through the first steps of lead scoring, including the basics of reviewing data, determining ideal targets, aligning marketing with sales, and selecting your scoring criteria.

  • Advanced scoring strategies
    Once you have the basics down, find out how to implement product scoring to understand a lead’s interest in specific products and offeringsdiscover how lead scoring works with an account-based marketing strategy, learn how to understand the feedback loop, and more.

  • Lifecycle management
    The revenue cycle, or “funnel,” starts with demand generation and ends with a closed deal and a new customer. As your lead scoring program develops, master your revenue cycle management so you can keep track of sales-accepted leads (SALs), recycled leads, and service-level agreements (SLAs).

  • Common issues
    What do you do when your data quality is poor? Is it always best to sell to big companies? Learn the common pitfalls and misconceptions that marketers face when implementing a lead scoring program. 

  • Content marketing, social media, and lead scoring
    Content marketing and social media are important tools on their own, but combined with lead scoring, they provide you with invaluable insights, transforming seemingly random actions into traceable buying patterns. Learn where each type of content fits in the lead scoring cycle, including webinars, demos, ebooks, email, social media, and more.

  • The ROI of lead scoring
    Discover how lead scoring can increase leads to opportunities, decrease the sales cycle duration, boost sales productivity, and generate revenue. See examples of how you might measure and share lead scoring results to continuously optimize your program and earn a seat at the revenue table.

Download this comprehensive guide today to learn the process of lead scoring from start to finish, and improve execution with best practices and easy-to-use worksheets.