Quick Answer: Most leads fail before they reach your sales team. Score them earlier to save time and budget.
A lead filled out a form, visited 3 pages, spent 4 minutes on pricing page, watched a 2-minute demo video. These signals predict whether they'll convert—if you know how to read them.
Vancouver businesses using predictive lead scoring typically improve sales productivity by 30-40% (less time on unqualified leads) and conversion rate by 15-25% (more time on hot leads).
The Five Scoring Dimensions
Dimension 1: Engagement Depth
How much content did they consume? Page views, time on site, video watched, PDF downloaded, blog posts read.
Signal: 10+ page views > 5 page views > 2 page views. Time on pricing page signals serious interest.
Dimension 2: Keyword Journey
How did they find you, and what did they search for before arriving?
Signal: Brand search ("your company name") > commercial search ("solution for problem") > problem search ("what is this problem"). Each layer up = hotter lead.
Dimension 3: Recency
How recently did they interact with your brand?
Signal: Activity in last 7 days > last 30 days > last 90 days. A lead active today is 3x more likely to convert than one active 30 days ago.
Dimension 4: Firmographic Fit
Does this company match your ideal customer profile?
Signal: Company size, industry, location, revenue. Set thresholds for your ideal customer. A small startup may score 0 for enterprise software, perfect for startup-focused SaaS.
Dimension 5: Implicit Intent Signals
Did they compare you to competitors, ask pricing questions, check case studies?
Signal: Pricing page visit (high intent), competitor comparison (evaluating), case studies (consideration), resource download (education, lower intent).
The Scoring Formula
Don't overthink it. Use simple points:
Engagement score: (page views × 1) + (time on site in minutes × 0.5) + (video watched × 5) + (pricing page visit × 10) + (booking form started × 20)
Recency bonus: Last 7 days = +20 points, Last 30 days = +10 points, Last 90 days = 0 points
Firmographic bonus: Ideal profile = +30 points, Partial fit = +10 points, No fit = -10 points
Scoring tiers: 0-30 = nurture, 31-60 = sales ready, 61+ = hot lead (call immediately)
Implementation
Use: HubSpot (native scoring), Marketo (advanced scoring), Segment (custom scoring logic), or Google Sheets (DIY).
Track: Weekly which scoring bands convert best. Adjust weights based on data. A lead scoring model that works for you in Month 1 should evolve by Month 3 based on conversion data.
Tom Lawreszuk - Vandesign.ca project manager
