Lead scoring & nurture
Score leads honestly. Nurture the rest until they're ready
We build scoring both teams believe in and nurture programs that keep not-yet-ready buyers warm, so sales talks to people who are ready to talk.
Most lead scores are guesses dressed up as numbers
A typical scoring model was set up once, with points for opening emails and visiting pages, and never checked against what actually closes. So the leads with the highest scores are often job seekers reading your careers page, competitors studying your pricing, or your own team testing forms.
Sales figures this out fast and stops trusting the score. Then they either ignore marketing leads entirely or chase every one with the same urgency. Both waste time, and the genuinely ready buyers get the same slow response as everyone else.
Meanwhile the leads who aren't ready yet get dropped. They filled out a form, got one follow-up call, and heard nothing for six months. When they are ready, they buy from whoever stayed in touch.
How we build scoring and nurture
Scoring decides who goes to sales now. Nurture handles everyone else. We build them together, so a lead is always either in front of a rep or in a program designed to get them there.
Separate fit from interest
We score who someone is (role, company, industry) separately from what they've done, so a perfect-fit lead and a busy researcher don't look the same.
Check against real deals
We compare scoring rules to leads that became opportunities and customers, and weight the signals that showed up before real deals.
Clear handoff and fast follow-up
When a lead crosses the threshold, it gets assigned, the rep gets alerted and the follow-up clock starts.
Nurture by stage and topic
Programs speak to the problem a lead showed interest in and send them back to sales when behavior says they're ready.
What's included
- Written MQL and SQL definitions agreed by both teams
- Fit scoring based on your ideal customer profile
- Engagement scoring with score decay over time
- Negative scoring for students, competitors and staff
- Lead assignment, routing and rep alerts
- Nurture programs by stage and interest
- Recycle path for leads sales sends back
- Lead funnel and speed-to-follow-up reporting
How it works
From first call to results
- 01
Study past deals
We look at leads that became customers and leads that went nowhere to find the signals that actually separate them.
- 02
Agree on the handoff
We write MQL and SQL definitions with sales and marketing, including follow-up expectations and what happens to rejected leads.
- 03
Build scoring and programs
We set up fit and engagement scoring, routing, alerts and nurture programs in HubSpot or Account Engagement.
- 04
Calibrate
We review lead quality with sales after launch and adjust point values and thresholds until the queue matches reality.
Who this is for
- Sales teams that have stopped trusting marketing leads
- Companies with long sales cycles and buyers who aren't ready on day one
- Marketing teams generating volume but struggling to show quality
- Businesses where good leads wait days for a first follow-up
Services
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Account Engagement (Pardot) and Salesforce wired together with clean sync, real scoring and pipeline reporting.
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Fit and engagement scoring sales trusts, plus nurture programs that keep future buyers warm until they're ready.
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Deduplicated, standardized CRM data and integrations with clear sync rules so reports and automation hold up.
Learn moreNot sure which one fits?
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Book a free auditFAQ
Questions we get a lot
What's the difference between an MQL and an SQL?
A marketing qualified lead meets the fit and engagement bar you've agreed on and is ready for sales to look at. A sales qualified lead is one a rep has spoken to or reviewed and confirmed is worth pursuing. The useful part is writing both definitions down so everyone uses them the same way.
How many points should a demo request be worth?
Usually enough to send the lead straight to sales on its own, as long as the fit looks right. Hand-raise actions like demo or pricing requests should skip the waiting line. Page views and email opens should add up slowly and fade over time.
How long should a nurture program run?
Long enough to match your sales cycle, with an exit at every point where the lead converts, talks to sales or stops engaging. For a long B2B cycle that can mean months of lighter-touch content after an initial burst.
What happens to leads sales rejects?
They shouldn't disappear. We set up a recycle path with a reason code, so the lead goes back into nurture and you can see why leads are being rejected. Those reasons are often the best input for fixing the scoring.
Send sales leads they'll actually call
Book a call and we'll review your current scoring and where ready buyers are slipping through.