Turn buyers into buyer personas using existing sales data and observations. Separate your leads into converted leads and dead leads. Then use the lead-scoring criteria to rank all your converted leads.

Main lead scoring categories:

• Demographic and firmographic (location, industry, company size, job title).
• Behavioural data. How the lead visits your website, start a free trial, etc.
• Email engagement.
• Social engagement.

Do some testing to see which criteria most likely lead to a sale. Take the lowest score of a lead that became a customer. This is your lead score threshold.

Lead scoring requires specific criteria assigned a number value. A basic measure is BANT (budget, authority, need, and timeline.)

Consider the essential factors from conversion sources and the critical areas that prevent leads from making a purchase. The total a lead gets will help you disc...