Don’t Know How To Prioritize Your Leads? Here Are 11 Awesome Resources On Lead Scoring

Lead Scoring

According to Gartner Research, about “70% of sales leads are not properly leveraged or are completely ignored, thus wasting marketing program dollars.” If you are in B2B marketing, then sadly this statistic might not surprise you.

One of the best ways to align marketing and sales is to utilize lead scoring to help prioritize and process leads through the funnel. It’s been proven to work, as evident in this case study from MarketingSherpa on how lead scoring contributed to a 79% increase in conversions for an HR consultancy.

So why isn’t every B2B marketer doing lead scoring? I don’t think we need to be convinced of the need and value of lead scoring – rather, implementing a lead scoring model that works takes time to implement and additional refinement to get right. So, whether you are just starting out in lead scoring or are a bit more advanced (like the marketing ninjas at SmartBear Software – they’re using multiple scores for 15 different product lines!), here are 11 resources from various thought leaders to help you along.

What Is Lead Scoring & Are You Ready For It?

1. SiriusDecisions – “What Is Lead Scoring Anyway?”

Our friends at SiriusDecisions introduces how lead scoring is a methodology used to rank prospects against a scale that represents the perceived value each lead represents to the organization. The resulting score is used to determine which leads (e.g. sales, partners, teleprospecting) will engage, in order of priority. Read more…

2. Marketo – “What Is Lead Scoring?”

Although Marketo posted this piece a few years ago, it is still relevant as it shares pitfalls to avoid and offers a lead scoring cheat sheet showing a sample of a scoring model as well as tips on how to score based on content. Read more…

3. SmartBug Media – “Is Your Company Prepared to Implement Lead Scoring?”

Perhaps we should’ve listed this post first. Inbound marketing agency SmartBug Media talks about what you need as a foundation before you set up lead scoring at your company, such as content, lead-capture forms, data, and CRM and software integration. Read more…

How to Setup An Effective Lead Scoring Model

4. Marketo – “Are Your Leads Ready to Buy? 5 Crucial Ways to Score Your Leads”

This blog post from Marketo highlights five factors that will help you setup your lead scoring system to have the most impact. The five factors described are: score decay, program success scoring, interactive scoring, positive demographic scoring, and negative demographic scoring. Read more…

5. Technically Marketing – “Lead Scoring Best Practices: Deliver More and Higher Quality Leads to Your Sales Team”

To help you apply effective lead scoring methodologies, the folks at Couch & Associates outline 10 lead scoring best practices to help marketers set up a lead scoring system and improve your lead quality. For example, a best practice is to define MQLs that both marketing and sales agree on and assigning lead scores according to implicit data. Read more…

6. Heinz Marketing – “The Secret To Lead Scoring Success: Follow-up Actions”

The marketing experts at Heinz Marketing are no strangers to the B2B marketing community. In this post, Brian Hansford stresses the importance of not just setting up a scoring system, but the follow up actions that your sales team needs to take after leads are passed to them. These are typically agreed upon in a marketing and sales service-level-agreement (SLA) – the point is that these follow on actions need to be defined before or while you’re defining your scoring model. Read more…

7. New Breed Marketing – “How to Prioritize Your Leads and Increase Revenue”

Even though this article was written for sales reps, it’s insightful for marketers to understand what sales people are looking for when prioritizing leads. This is important to understand as you develop your SLA with your sales team. Read more…

Fine Tuning Your Lead Scoring Model

8. The Pedowitz Group – “5 Reasons You Need A Lead Score Refresh”

If you’ve just finished setting up your first lead scoring model, congratulations! However, your work is not done yet. The Pedowitz Group describes various scenarios for when you should consider updating your lead scoring model and what to look for to refine your model. Read more…

9. Spear Marketing Group – “Top 10 B2B Lead Scoring Mistakes”

Howard Sewell, president of Spear Marketing Group, has a lot of experience in working with clients to develop effective lead scoring models. He put together (in a 2 part blog post) a list of the top 10 most common mistakes when implementing a lead scoring model. It’s good to consider these when you’re initially developing your own scoring model as well as revisiting this checklist after your model has been in use for some time. Read part 1 here and part 2 here.

Additional Resources On Lead Scoring

10. Eloqua – “The Grande Guide to Lead Scoring”

This is Eloqua’s lead scoring guide that summarizes (in ten pages) the elements of lead scoring and references other blogs/resources about B2B lead scoring best practices. Download Eloqua’s guide here…

11. Marketo – “ The Definitive Guides To Lead Scoring”

Marketo’s guide is comprehensive resource on lead scoring frameworks and best practices, as well as specific tips on how to implement your scoring model within your Marketo instance. Download Marketo’s guide here…

We hope that you find these articles useful. If you have come across other great resources for lead scoring or have some tips of your own to share, we’d love to hear about them!


On Demand Webinar: Demystifying Predictive Lead Scoring. Watch Now!
Tony Yang


Tony is the VP of Demand Generation and Marketing Operations at Mintigo. As a data-driven marketer with deep experience in the B2B, SaaS, and enterprise software space, Tony’s career includes marketing leadership roles at several early stage SaaS startups as well as at large enterprises such as IBM. He has been recognized by his peers in the B2B marketing community as a thought leader and influencer, including being named as one of "2016 Top 40 Demand Marketing Game Changers" by (Heinz Marketing & Integrate), "Top 40 ABM Superhero" (by Terminus), and "Top 50 Most Influential People at Marketo Summit 2016" (by Heinz Marketing). Tony holds an MBA from the University of Southern California, a Masters in MIS from Keller Graduate School of Management, and BA degrees in both Economics and Chinese Studies from the University of California, San Diego. His interests include all things related to inbound marketing, growth hacking, and USC Trojans Football.


  1. Ron Hudson


    Thanks for curating this content and congratulations on your success as a marketer. You’ll undoubtedly continue to achieve outstanding results for any company that has you on its team.

  2. Brian Hansford

    Thanks so much for including our blog in this compilation of great resources!

    -Brian Hansford