Scoring big with Lead Scoring

What if there was a way for you to look at a number attached to any one of your contacts and know immediately what stage of the buyer’s journey they are in? Is this person sales ready? Or do they still need a little push? Lead scoring is a way of gauging a contacts interest in your product or services by assigning them points based on certain engagement.

Scoring big with lead scoring

How does it work?

Lead scoring works by creating a matrix of certain engagement metrics. These metrics are then assigned positive or negative points based on the level of engagement that will then give that contact an overall lead score.

Let’s look at some examples:

  • A contact visits your website more than 5 times in a week and is assigned 5 points
  • If that same contact then downloads a PDF on your landing page they will get another 10 points
  • Finally, that contact fills out a “Book a call request” form, and so they are assigned another 25 points


This means that the total lead score for that contact is 40, showing a very high level of interest and sales readiness.

Let’s look at another example:

  • A contact visits your website more than 5 times in a week and is assigned 5 points
  • That contact then subscribes to your newsletter and gets another 10 points
  • Finally, that contact unsubscribes from all communications from you and receives -30 points


This gives the total lead score for your contact -15 points, giving them an overall negative lead score and letting you know that this contact is not suitable to your product or service. 

Scoring big with lead scoring

Creating your Lead Score matrix

The first step in creating your lead score matrix is to split your desired engagement metrics into positive and negative attributes.

Second, decide what value you would give to a Lead, Marketing Qualified Lead, Sales Qualified Lead, and a Bad Fit Lead. For Example:

Lead: 10+

Marketing Qualified Lead: 25+

Sales Qualified Lead: 40+

Bad Fit Lead: 0 or less

Finally you need to list your positive and negative attributes and give appropriate points for each such as assigning a contact 10 points if they download a brochure, or subtracting 10 points if they give a negative review.

Scoring big with lead scoring


Free Lead Scoring Planner

Now that you have an idea of how to put together your own lead scoring matrix, here is a free template for you to download and get started!

Pick your preferred method of download for the checklist below:

Best Practice Example

Here's an example of what a good lead scoring system for an e-commerce business:

Lead: 5+

Marketing Qualified Lead: 7+

Sales Qualified Lead: 25+

Bad Fit Lead: 0 or less

Positive Attributes:

  • Add products to shopping cart (but not buying): 25 points
  • Provide email in exchange for discount: 10 points
  • Download PDF: 7 points
  • Visit the pricing page: 5 points
  • Read a blog post: 2 points
  • Visit the "about" page: 1 point

Negative Attributes:

  • Opt out and unsubscribes from all communications: -50 points
  • Leaves a bad review: -20
  • Returns item: -5