How to Build an Automated Lead Scoring System For Small Businesses | The 128 Collective | Marketing

Not all leads are made the same. And this isn’t a dig at small businesses. It’s all about what fits your ICP. Honestly? If Apple approached us tomorrow wanting an RFP, we’d of course fulfill that, but they aren’t really our ICP. Our ICP is more in line with mid sized businesses (50-500 employees). So any company who fills out our form and has 50-500 employees is immediately weighted differently than a company like Apple.

Building a lead scoring system is the simplest way to objectively review prospects and prioritize your next steps. We’ve seen this smooth over the sales vs marketing showdown in multiple organizations simply because it brings that visibility and clarity to both departments.

But essentially, you’re going to need to have a very clear idea of who your ICP is. If you don’t have that, you’re not ready for lead scoring yet. Check out this blog first.

Once you have that cleared up, you’re going to look at:

1) What behavior indicate higher interest? (certain pages being viewed on the website, time spent on pages, certain events being fulfilled in Google Analytics, etc.)
2) What engagement threshold do they need to cross to be considered “warm”? (certain # of email clicks, certain # of forms filled out, etc.)
3) What is the right “fit” for your company? (industry, company size, location, etc.)

From here, you can create a lead scoring system where leads accrue points based on the above questions. And you work with sales to define, how many points do they need to hit to become “sales qualified”? And when they hit that point threshold, can you set up an automation to notify sales?


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