Refining lead scoring starts with aligning criteria to actual buyer behavior, not assumptions. Prioritize engagement signals, intent data, and feedback from sales to fine-tune what really drives conversion.

Start with those who already been converted. Make deep-dive interviews with them and based on insights adjust your scoring criteria.

Scrap vanity metrics. Track behavior, not just clicks. Score leads by intent: time spent, replies, objections raised. If they ask price, they’re curious. If they challenge you, they’re serious. Use sales call insights to rebuild your criteria. Talk to your closers. Not your CRM. Leads don’t convert when your scorecard favors browsers over buyers. Fix that first.

Align on Your Ideal Customer Profile (ICP) by analyzing top performers. This ensures your scoring reflects real business fit Select Key Scoring Attributes: List explicit (job title, location) and implicit factors that correlate with conversions Assign Point Values: Weight high‑impact actions (demo requests = 15 points) higher than low‑effort behaviors (email opens = 2 points) Automate in Your CRM: Implement these rules so lead scores update in real time, reducing manual errors and speeding rep follow‑ups Review & Iterate: Weekly, compare MQL→SQL conversion rates and gather sales feedback to tweak thresholds, keeping your model aligned with evolving market needs

If leads aren't converting as expected, it's time to refine your scoring criteria. Start by analyzing historical data to identify which attributes truly correlate with conversions—demographics, behavior, engagement, etc. Reweight or remove criteria that don’t align with closed deals. Incorporate feedback from sales to understand lead quality from the frontline. Use AI or predictive analytics to uncover hidden patterns. Continuously test and adjust the model, ensuring it evolves with market changes. A refined scoring system focuses efforts on high-potential leads, improving efficiency and conversion rates.

If leads aren't converting, the issue may be what you're calling a 'good lead'. You need to look deeper into their intent, timing, and behavior—not just job titles or clicks. → track how engaged they are with your content over time → check if they match your best current customers, not old ones → score based on actions that show buying intent, not just interest A better filter brings better follow-ups and better results.

If your leads aren’t converting well, refining your scoring criteria can help. Focus on traits from past successful conversions, prioritizing behaviors like engagement with pricing pages. Consider feedback to ensure leads aren't being qualified too early or late. Small experiments with scoring adjustments can help identify the best approach, making sure you're targeting leads most likely to convert.

The first thing to do is to revisit your Ideal Customer Profile (ICP). Most companies only think of their ICP in terms of characteristics...data such as industry, revenue, # of employees, location, etc. However, a true ICP should also drill down into ideal fit customers based on behavioral and operational characteristics.