How To Build a Lead Scoring Model & Example - Directive R&D

About This Video

Lead scoring is one of those concepts that every B2B team knows they should implement, but few actually get right. Directive's R&D team tackles the problem head-on with a practical, example-driven walkthrough of how to build a lead scoring model that actually works. They move beyond the simplistic "download 10 points, webinar 20 points" approach and dive into behavioral scoring, firmographic fit scoring, and how to combine the two into a composite that sales teams will actually trust. The team shares real examples from their consulting work, showing how they weight different signals --- from page visits and content consumption to technographic data and intent signals --- and how they validate the model against actual pipeline outcomes. For marketing operations and demand generation professionals, this is a tactical, no-fluff guide to building scoring models that align marketing and sales.

What You'll Learn

• •The difference between fit scoring, behavior scoring, and intent scoring --- and when to use each
• •How to determine which buyer signals actually correlate with pipeline and revenue in your business
• •A framework for assigning point values to actions in a way that reflects real buying intent
• •How to incorporate firmographic and technographic data into your scoring model
• •Practical methods for validating your scoring model against actual sales outcomes
• •How to get your sales team to trust and actually use the lead scores you produce