Lead scoring
Lead scoring is a method of ranking leads by how likely they are to buy, combining fit signals about the person’s company with interest signals from what the person said or did.
Online, interest comes from behavior: pages visited, emails opened, forms filled in. An event lead arrives with a different signal, a conversation, and many scoring models leave it out.
Which signals does an event lead carry?
- Fit: how closely the account matches your customer profile, from its firmographics and its ICP tier.
- Interest: your rep’s read of the conversation, as lead heat.
- Readiness: the answers to your qualification questions, such as timing and budget.
How do you score event leads?
Keep fit and interest as two separate signals, and set your follow-up order from both. A Hot lead at a top-tier account goes to its owner first. A Hot lead at a poor-fit account still deserves a fast reply, from a lighter play. A Cold lead at a top-tier account goes to its account owner, who knows the history.
If your CRM already scores leads, add lead heat and your qualification answers as fields, so your model can see what happened at the booth.
Where do you find it in FieldXM?
Your reps set lead heat and answer your qualification questions in the FieldXM mobile app, and FieldXM writes both to the lead in your CRM. FieldXM’s account planning tiers each account by ICP fit.
Related terms
- Lead heatLead heat is a quick rating of a lead's interest, usually Hot, Warm, or Cold, that the rep records at capture to signal how urgently the follow-up owner should act.
- ICP tierAn ICP tier is a fit band derived from an account's ideal-customer-profile score, which sorts a long account list into a few ranked groups so the best-fit accounts get attention first.
- Qualification questionsQualification questions are the short, event-specific questions a team wants every booth lead to answer, such as timeline, budget, or current tool, so the team can compare and prioritize leads after the show.
- Lead qualificationLead qualification is the step that decides whether a lead fits and is ready for sales follow-up, using criteria such as budget, authority, need, and timing, or a team's own questions.
- FirmographicsFirmographics are the descriptive facts about a company, such as industry, employee count, revenue, location, and technology in use, and they are the raw inputs teams use to judge whether an account fits.
See it in FieldXM
- Universal lead captureYour reps keep talking while the FieldXM mobile app writes the notes and fills in your own qualification questions. They scan any badge at any show.
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