1# Lead Scoring Models
2 
3Detailed scoring templates, example models by business type, and calibration guidance.
4 
5## Explicit Scoring Template (Fit)
6 
7### Company Attributes
8 
9| Attribute | Criteria | Points |
10|-----------|----------|--------|
11| **Company size** | 1-10 employees | +5 |
12| | 11-50 employees | +10 |
13| | 51-200 employees | +15 |
14| | 201-1000 employees | +20 |
15| | 1000+ employees | +15 (unless enterprise-focused, then +25) |
16| **Industry** | Primary target industry | +20 |
17| | Secondary target industry | +10 |
18| | Non-target industry | 0 |
19| **Revenue** | Under $1M | +5 |
20| | $1M-$10M | +10 |
21| | $10M-$100M | +15 |
22| | $100M+ | +20 |
23| **Geography** | Primary market | +10 |
24| | Secondary market | +5 |
25| | Non-target market | 0 |
26 
27### Contact Attributes
28 
29| Attribute | Criteria | Points |
30|-----------|----------|--------|
31| **Job title** | C-suite (CEO, CTO, CMO) | +25 |
32| | VP level | +20 |
33| | Director level | +15 |
34| | Manager level | +10 |
35| | Individual contributor | +5 |
36| **Department** | Primary buying department | +15 |
37| | Adjacent department | +5 |
38| | Unrelated department | 0 |
39| **Seniority** | Decision maker | +20 |
40| | Influencer | +10 |
41| | End user | +5 |
42 
43### Technology Attributes
44 
45| Attribute | Criteria | Points |
46|-----------|----------|--------|
47| **Tech stack** | Uses complementary tool | +15 |
48| | Uses competitor | +10 (they understand the category) |
49| | Uses tool you replace | +20 |
50| **Tech maturity** | Modern stack (cloud, SaaS-forward) | +10 |
51| | Legacy stack | +5 |
52 
53---
54 
55## Implicit Scoring Template (Engagement)
56 
57### High-Intent Signals
58 
59| Signal | Points | Decay |
60|--------|--------|-------|
61| **Demo request** | +30 | None |
62| **Pricing page visit** | +20 | -5 per week |
63| **Free trial signup** | +25 | None |
64| **Contact sales form** | +30 | None |
65| **Case study page (2+)** | +15 | -5 per 2 weeks |
66| **Comparison page visit** | +15 | -5 per week |
67| **ROI calculator used** | +20 | -5 per 2 weeks |
68 
69### Medium-Intent Signals
70 
71| Signal | Points | Decay |
72|--------|--------|-------|
73| **Webinar registration** | +10 | -5 per month |
74| **Webinar attendance** | +15 | -5 per month |
75| **Whitepaper download** | +10 | -5 per month |
76| **Blog visit (3+ in a week)** | +10 | -5 per 2 weeks |
77| **Email click** | +5 per click | -2 per month |
78| **Email open (3+)** | +5 | -2 per month |
79| **Social media engagement** | +5 | -2 per month |
80 
81### Low-Intent Signals
82 
83| Signal | Points | Decay |
84|--------|--------|-------|
85| **Single blog visit** | +2 | -2 per month |
86| **Newsletter open** | +2 | -1 per month |
87| **Single email open** | +1 | -1 per month |
88| **Visited homepage only** | +1 | -1 per week |
89 
90### Product Usage Signals (PLG)
91 
92| Signal | Points | Decay |
93|--------|--------|-------|
94| **Created account** | +15 | None |
95| **Completed onboarding** | +20 | None |
96| **Used core feature (3+ times)** | +25 | -5 per month inactive |
97| **Invited team member** | +25 | None |
98| **Hit usage limit** | +20 | -10 per month |
99| **Exported data** | +10 | -5 per month |
100| **Connected integration** | +15 | None |
101| **Daily active for 5+ days** | +20 | -10 per 2 weeks inactive |
102 
103---
104 
105## Negative Scoring Signals
106 
107| Signal | Points | Notes |
108|--------|--------|-------|
109| **Competitor email domain** | -50 | Auto-flag for review |
110| **Student email (.edu)** | -30 | May still be valid in some cases |
111| **Personal email (gmail, yahoo)** | -10 | Less relevant for B2B; adjust for SMB |
112| **Unsubscribe from emails** | -20 | Reduce engagement score |
113| **Bounce (hard)** | -50 | Remove from scoring |
114| **Spam complaint** | -100 | Remove from all sequences |
115| **Job title: Student/Intern** | -25 | Low buying authority |
116| **Job title: Consultant** | -10 | May be evaluating for client |
117| **No website visit in 90 days** | -15 | Score decay |
118| **Invalid phone number** | -10 | Data quality signal |
119| **Careers page visitor only** | -30 | Likely a job seeker |
120 
121---
122 
123## Example Scoring Models
124 
125### Model 1: PLG SaaS (ACV $500-$5K)
126 
127**Weight: 30% fit / 70% engagement (heavily favor product usage)**
128 
129**Fit criteria:**
130- Company size 10-500: +15
131- Target industry: +10
132- Manager+ role: +10
133- Uses complementary tool: +10
134 
135**Engagement criteria:**
136- Created free account: +15
137- Completed onboarding: +20
138- Used core feature 3+ times: +25
139- Invited team member: +25
140- Hit usage limit: +20
141- Pricing page visit: +15
142 
143**Negative:**
144- Personal email: -10
145- No login in 14 days: -15
146- Competitor domain: -50
147 
148**MQL threshold: 60 points**
149**Recalibration: Monthly** (fast feedback loop with high volume)
150 
151---
152 
153### Model 2: Enterprise Sales-Led (ACV $50K+)
154 
155**Weight: 60% fit / 40% engagement (fit is critical at this ACV)**
156 
157**Fit criteria:**
158- Company size 500+: +20
159- Revenue $50M+: +15
160- Target industry: +15
161- VP+ title: +20
162- Decision maker confirmed: +15
163- Uses competitor: +10
164 
165**Engagement criteria:**
166- Demo request: +30
167- Multiple stakeholders engaged: +20
168- Attended executive webinar: +15
169- Downloaded ROI guide: +10
170- Visited pricing page 2+: +15
171 
172**Negative:**
173- Company too small (<100): -30
174- Individual contributor only: -15
175- Competitor domain: -50
176 
177**MQL threshold: 75 points**
178**Recalibration: Quarterly** (longer sales cycles, smaller sample size)
179 
180---
181 
182### Model 3: Mid-Market Hybrid (ACV $5K-$25K)
183 
184**Weight: 50% fit / 50% engagement (balanced approach)**
185 
186**Fit criteria:**
187- Company size 50-1000: +15
188- Target industry: +10
189- Manager-VP title: +15
190- Target geography: +10
191- Uses complementary tool: +10
192 
193**Engagement criteria:**
194- Demo request or trial signup: +25
195- Pricing page visit: +15
196- Case study download: +10
197- Webinar attendance: +10
198- Email engagement (3+ clicks): +10
199- Blog visits (5+ pages): +10
200 
201**Negative:**
202- Personal email: -10
203- No engagement in 30 days: -10
204- Competitor domain: -50
205- Student/intern title: -25
206 
207**MQL threshold: 65 points**
208**Recalibration: Quarterly**
209 
210---
211 
212## Threshold Calibration
213 
214### Setting the Initial Threshold
215 
2161. **Pull closed-won data** from the last 6-12 months
2172. **Retroactively score** each deal using your new model
2183. **Find the natural breakpoint** — what score separated wins from losses?
2194. **Set threshold** just below where 80% of closed-won deals would have scored
2205. **Validate** against closed-lost — if many closed-lost score above threshold, tighten criteria
221 
222### Calibration Cadence
223 
224| Business Type | Recalibration Frequency | Why |
225|---------------|------------------------|-----|
226| PLG / High volume | Monthly | Fast feedback loop, lots of data |
227| Mid-market | Quarterly | Moderate cycle length |
228| Enterprise | Quarterly to semi-annually | Long cycles, small sample size |
229 
230### Calibration Steps
231 
2321. **Pull MQL-to-closed data** for the calibration period
2332. **Compare scored MQLs vs. actual outcomes:**
234   - High score + closed-won = correctly scored
235   - High score + closed-lost = possible false positive (tighten)
236   - Low score + closed-won = possible false negative (loosen)
2373. **Adjust weights** based on which attributes actually correlated with wins
2384. **Adjust threshold** if MQL volume is too high (raise) or too low (lower)
2395. **Document changes** and communicate to sales team
240 
241### Warning Signs Your Model Needs Recalibration
242 
243- MQL-to-SQL acceptance rate drops below 30%
244- Sales consistently rejects MQLs as "not ready"
245- High-scoring leads don't convert; low-scoring leads do
246- MQL volume spikes without corresponding revenue
247- New product/market changes since last calibration
248