What is Lead scoring?

Lead scoring ranks prospects by how well they fit your ideal customer profile and how reachable or ready they are, so the best ones are contacted first.

Also called: lead prioritisation.

A score usually combines two kinds of signal. Fit asks whether the company matches the ideal customer profile: right trade, right place, right size. Reachability and intent ask whether you can contact the right person and whether there is a visible reason to buy now.

The simplest scores are additive points: a verified email is worth more than an unconfirmed one, an owner's name adds points, a working phone adds points. Keep the weights explainable. A score no one can explain is a score no one trusts, and a model trained on a few dozen closed deals mostly learns noise.

For local businesses, observable situations make strong signals: no website, a website that is down, a low rating with many reviews, or a high rating with few reviews. Each one is a specific pitch, not just a higher number.

67Leads ranks search results by completeness (phone, verified email, owner name, website, reviews) and tags each row with pitch angles taken only from its own fields, such as "no website" or "site down". The review score checker and website down checker surface two of those signals for free.