Lead scoring: the practical model separating hot from cold leads

70% of sales team time is spent on leads that will never close. Lead scoring solves this: assign score to each lead, sales works only top 30%, conversion rate doubles. Here's the practical model.

The 100-point model

Max score: 100. "Hot lead" threshold: 65+. Below 30: cold lead, automation only.

Demographic criteria (max 40 points)

• Target sector +15
• Company size match (e.g. 10-50 employees for your offer) +10
• Decision-maker role (founder, CEO, marketing manager) +10
• Served location +5

Behavioural criteria (max 60 points)

• Repeated site visits (3+) +10
• Viewed pricing/packages page +15
• Downloaded lead magnet +10
• Newsletter signup +5
• Opened 3+ emails in last 30 days +5
• Clicked email link +5
• Follows on LinkedIn +5
• Filled contact/audit form +20 (hot lead)

Penalties (subtract points)

• Gmail/Yahoo email (no business domain) -10
• Filled form but no action >30 days -10
• Referred from non-target countries -15
• Non-matching sector -15

Technical implementation

• HubSpot: native lead scoring (free tier)
• Pipedrive: custom workflow with scores
• Brevo, ActiveCampaign: automatic lead scoring
• Free tier: Google Sheets + Zapier/n8n automation

Base setup takes 4-6 hours. Result: sales 2-3× more productive. Included in Lead Gen Machine.

Want to apply this to your SME?

If you'd like a concrete analysis of your situation, request the free audit from Gamerbit. In 48 hours we tell you exactly where you're losing leads, time or budget — no sales pitch.

For a complete system, the 2026 no-brainer offers are the most direct starting point.