Not all leads are equal. Learn the exact lead scoring criteria that separate buyers from tire-kickers, based on data from 25,000+ B2B deals.
B2B Lead Scoring: How to Prioritize Prospects That Actually Buy | practical buyer playbook
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Lead scoring criteria that matter most
| Criteria | Weight | Buyer Probability |
|---|---|---|
| Job title (C-level/VP) | 30% | High |
| Company size (100-500) | 25% | High |
| Recent funding/IPO | 20% | Very High |
| Intent signals (demo request) | 15% | Very High |
| Industry fit | 10% | Medium |
Score distribution by outcome
| Lead Score | % of Leads | Close Rate | Deal Size |
|---|---|---|---|
| 90-100 (Hot) | 8% | 42% | $45K |
| 70-89 (Warm) | 22% | 24% | $28K |
| 50-69 (Cool) | 35% | 11% | $15K |
| Below 50 (Cold) | 35% | 3% | $8K |
Key findings
- Top 8% of leads close 42% of deals - Focus on scoring, not volume
- Intent signals double close rates - Demo requests are gold
- Company size matters - 100-500 employees has highest conversion
- Funding events trigger buying - Target companies within 6 months of funding
- Title is not everything - Mid-level buyers with budget authority convert well
How to implement lead scoring
- Define your ideal customer profile (ICP)
- Assign point values based on criteria above
- Score all leads before outreach
- Focus 80% of effort on 70+ score leads
- Track and refine weights monthly
Common mistakes
- Scoring everyone the same - Different criteria matter for different products
- Ignoring intent - Website visits and content downloads predict buying
- Static scoring - Review and adjust scores quarterly
- Overweighting job title - Sometimes the analyst is your real buyer
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Data from 25,000+ B2B deals, 2024-2025. Updated quarterly.
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