You can't just sniff your way to good leads
Consultancy land is full of wishful thinking.
Half the B2B world is sat there with a finger in the air, guessing which prospects are hot.
It’s a vibe, right?
Wrong.
It’s a system.
Or it should be.
The smart ones know that real, consistent sales come from knowing exactly who's warm, who's ice cold and who's somewhere in between.
And that’s where lead scoring comes in.
Not as glamorous as “personal branding”.
Not nearly as sexy as “thought leadership”.
But a hell of a lot more effective.
Lead scoring isn't just for HubSpot nerds
Some people think lead scoring is something only the "big boys and girls" do.
Like you need a 100-strong SDR team, an AI chatbot army and three regional hubs just to get started.
Nope.
If you have leads - even 50, even 20 - you need lead scoring.
Otherwise, you’re just blindly pestering people who’ve already ghosted you - or worse, ignoring the ones ready to buy.
That’s the choice.
How to lead score without having a breakdown
It’s not complicated.
- Visited your site multiple times in the past 30-90 days? Points on.
- Downloaded your lead magnet? Points on.
- Opened your emails? Viewed a bunch of your pages? Booked a sales call? Points on.
- Unsubscribed, or ignored you like an ex they regret? Points off.
How many points?
Dunno.
Guess.
Make it up.
Form fill might be +10.
Site visit might be +3.
Unsubscribe might be -5.
The secret?
Build a starting point. Then prove it.
If people with high scores aren’t replying - you’re being too soft.
If people are banging your door down before they’ve scored a single point - you’re being too harsh.
Tweak it.
Tighten it.
Tune it.
Being casual with your leads is expensive
Get serious about lead scoring.
Even if it’s messy.
Even if it’s imperfect.
Because in consultancy, "good enough and done" will always beat "perfect and never".