The goal of any marketer is to get leads, whether you’ve cultivated them yourself or purchased a list from reputable email list brokers. Once you have your leads, you need to convert them. Unfortunately, not all leads are created equal. Lead scoring is a great method to rank your leads by likelihood of conversion.

Lead Scoring is when you assign a certain number of points to each lead based on their information such as how they’ve engaged with your website and brand online. This boosts the productivity and conversion rates of your marketing and sales teams, as it allows them to spend more time on the most valuable leads.

There are a variety of ways to lead score, ranging from the simple to very complex. Every business must find the criteria that works for them. The best place to start is by looking at all of your contacts who have converted into customers and see what they have in common. Once you get a good idea of how these leads converted, you can assign a value to certain traits or actions that will become apart of any particular lead’s score.

There are many types of data that can be used for lead scoring, but here are some common ones.

Where You Got Your Leads

You can’t score any leads if you don’t have any. There are many ways you can build leads, whether through email list brokers or growing them organically. they come from a consumer database? Email list brokers? Website form? Trade Show? Figuring out where the lead came from can give you insights such as how likely that lead is to convert.


Negatively score leads that reside outside of your target area. You might score those who reside in more affluent zip codes either higher or lower.


If your customers tend to be of a certain age, gender, income, or any number of attributes, you can score your leads based on the demographic information they have provided. The more information you have on a lead the better. However, be wary about how much you ask on a lead gen form. Asking for too much information can turn cause customer drop off.

Make sure the information you are asking for is critical for conversions. Making some fields optional on your forms is also a great way to boost leads. It will help you see who is most interested in your product or service based on how much information they provide.

Business Information

B2B marketers should score leads by industry, job title, or company size. Assign higher value points to those who fit your target audience, and subtract points from leads who fall outside of that range.

Website Interaction

How a person interacts with your website can tell you a lot about whether or not they’ll convert. Are leads who fill out a certain form or visit a certain page more likely to convert? Once you discover which actions lead to the most conversions, you can score your leads based on that.

Social & Email Engagement

Are customers who sign up for your email or like your Facebook page more likely to convert? Email response rates, click-throughs, likes, comments, and shares are all ways you can score a lead.

There are an almost infinite number of ways you can score your leads. To figure out which ones are the most valuable to your business, first find out the conversion rate of all your leads. Typically, this is around 10%. Then, go through your top converting attributes to figure out which ones are converting at a higher rate than your base conversion rate. Calculate and rank each attribute, and assign them a certain point value. After this, go through your leads and assign them either positive or negative points, ranking them from the highest to lowest values.

Buying email lists was once frowned upon. It can be difficult for businesses to quickly grow their contacts organically and new technology makes it easier to get quality targeted and verified lists. If you are interested in growing your lead list through reputable email list brokers do your research.