B2B Lead Scoring: The 4 Dimensions That Predict Close Rate
How to build a B2B lead scoring model that actually predicts revenue, not just SDR busywork. Thresholds, weights, and disqualifiers.
Lead scoring for B2B outbound is the difference between an SDR wasting 4 hours a day and an AE getting a full calendar of qualified meetings.
The 4 dimensions that matter
1. Firmographic fit: Company size, industry, revenue, tech stack. Weight: 30%.
2. Buying signals: Recent funding, new hires in relevant roles, tool adoption, expansion. Weight: 35%.
3. Engagement: Email opens, replies, LinkedIn views, site visits. Weight: 20%.
4. Timing: Contract renewal windows, budget cycles, quarter-end urgency. Weight: 15%.
Thresholds that work
- 80+: SDR calls immediately
- 60-79: 3-touch email sequence, then SDR calls
- 40-59: Long nurture sequence, quarterly check-in
- Under 40: Drop or move to newsletter
The biggest mistake in B2B lead scoring: weighting engagement too heavily. Someone opening your email 5 times might just be a curious competitor. Fit and signal matter more.
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