B2B Sales Glossary

Lead Scoring

Lead scoring is the systematic ranking of leads by their probability to convert. Demographic data (title, company size, industry) gets a "fit" score and observed behavior (page visits, email opens, demo requests) gets an "intent" score — combined into a single number that prioritizes SDR outreach.

What is lead scoring?

A typical lead scoring model assigns +30 for "CTO at 50–500 employee SaaS company" (perfect ICP fit), +10 for "VP-level at the right industry," and -50 for "Student email address." On the intent side, +25 for "Visited pricing page," +50 for "Booked a demo," and -10 for "Email bounced." Leads above a defined threshold (often 80) go to AEs; below threshold stays in nurture. Modern lead scoring is increasingly AI-driven, using historical conversion data to weight signals automatically.

Examples

→Lead scored 92: Director of Sales at 200-person B2B SaaS, viewed pricing twice this week
→Lead scored 35: gmail address, no company info, downloaded a top-of-funnel ebook
→Lead scored 88: matches ICP exactly, attended a webinar, opened 4 of 5 recent emails

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Related terms

Quality Lead

A quality lead is a prospect that closely matches your Ideal Customer Profile (ICP) and shows clear signals of intent — making them significantly more likely to convert than a generic, unqualified lead.

MQL vs SQL

An MQL (Marketing Qualified Lead) has shown enough interest to be worth a follow-up but is not yet ready to buy. An SQL (Sales Qualified Lead) has been vetted further — usually by an SDR — and is ready for an AE conversation. The MQL-to-SQL conversion rate is one of the most-watched funnel metrics in B2B.

Ideal Customer Profile (ICP)

The Ideal Customer Profile defines the exact firmographic and behavioral characteristics of the companies most likely to buy, succeed with, and renew your product. Every outbound list, content piece, and ad campaign should target the ICP first.

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