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About Lead EstimatorSelect your ideal customer profile to see your estimated reach and potential CS, HQL, BANT, webinar, and MQL leads with Qualent Media.

Free B2B scoring model builder

Lead Scoring Template & Model Builder

Create an editable lead scoring model, test fit and engagement separately, and download a CSV template for your team’s qualification process.

Transparent rules. Custom thresholds. No sign-up.

Build your scoring model.

Set relative point weights and routing thresholds. Example rules are a starting point, not a validated qualification standard.

Fit criteria

Match against the industries in your ideal customer profile.
Match your agreed employee or revenue range.
Assess the contact’s role in the relevant buying decision.

Engagement criteria

Use your agreed window and relevant website actions.
Use verified relevant clicks, downloads or event engagement.
Use a genuine demo, pricing or sales conversation request.

Each category is normalised to a score out of 100.

Combined score and routing

Engagement uses the remaining share. Neither score is a probability.
Combined score required, alongside both minimum gates.
Combined score required when fit passes but follow-up rules are not met.
Leads below this are routed to review fit, regardless of engagement.
Required for sales follow-up, alongside the combined and fit thresholds.

Example model and sample lead

Test the rules before routing.

Complete the model and sample lead to see its score and suggested route.

The downloadable model contains weights, rules and blank sample fields. It is a CSV configuration template, not a connected CRM workflow. Scores are not purchase probabilities or guarantees.

Test a sample lead.

Choose the observed strength for each criterion: no match = 0, partial = 0.5, strong = 1. If evidence is missing, select unknown. Define these levels with your team and avoid counting the same event in multiple criteria.

Match against the industries in your ideal customer profile.

Complete the sample to see earned points.

Match your agreed employee or revenue range.

Complete the sample to see earned points.

Assess the contact’s role in the relevant buying decision.

Complete the sample to see earned points.

Use your agreed window and relevant website actions.

Complete the sample to see earned points.

Use verified relevant clicks, downloads or event engagement.

Complete the sample to see earned points.

Use a genuine demo, pricing or sales conversation request.

Complete the sample to see earned points.

An unknown value on an enabled criterion prevents a complete sample score. The template can still be downloaded when the model configuration is valid. A score assesses your rules; it does not replace sales qualification.

How to use the lead scoring template

  1. Define your criteria. Agree what industry, size and buying-role fit mean for your offer. Define a recent observation window for engagement.
  2. Set relative points. Higher weights make a criterion more influential within its category. Each category is normalised to 100.
  3. Choose routing thresholds. Set the combined follow-up score, nurture score and minimum fit and engagement gates.
  4. Test and download. Evaluate sample leads, download the editable CSV model and check it against observed sales outcomes before implementation.

Set one criterion’s weight to 0 to exclude it. Each category must retain at least one positive weight. Unknown sample evidence is kept separate from a confirmed no-match value.

Lead scoring formulas and example

Category score = sum(weight × match strength) ÷ sum(category weights) × 100

Combined score = fit score × fit share + engagement score × remaining share

With the default model, the example lead earns 80 fit points and 32.5 engagement points. With a 60% fit share and 40% engagement share, its combined score is 61. It passes minimum fit but misses the sales follow-up and engagement thresholds, so its suggested route is nurture.

Reference approach: HubSpot’s lead scoring overview describes separate fit and engagement scores alongside a combined score. This builder is independent of HubSpot and does not connect to a CRM.

Understand the routing rules

  1. Review fit: fit score is below your minimum fit gate.
  2. Sales follow-up: fit passes its gate, engagement passes its gate and the combined score meets the follow-up threshold.
  3. Nurture: fit passes and the combined score meets the nurture threshold, but follow-up criteria are not met.
  4. Review / research: fit passes but the combined score is below the nurture threshold.

Thresholds are inclusive: a score exactly at a gate passes it. Keep the nurture threshold below the follow-up threshold. These are suggested routes from your rules, not verified MQL or SQL classifications.

Make lead prioritisation useful for B2B sales

A company can fit your ICP while showing little current engagement. A highly engaged contact can also sit outside your target market. Separate scores make those cases visible before you decide who should receive sales attention.

Review data quality, negative signals, observation windows and repeat-event caps before using the model operationally. This starter builder does not apply score decay, negative points or automatic signal collection. Test thresholds against actual outcomes and revise them with sales.

Connect the model with your buyer-intent and lead-qualification strategy, or discuss qualification criteria with Qualent Media.

Understand your scoring model

Lead scoring questions,
answered.

Keep fit, engagement and routing decisions explicit.

What is a lead scoring template?

A lead scoring template defines criteria, point weights and thresholds used to prioritise leads. This builder provides editable fit and engagement weights, routing gates and a downloadable CSV configuration model.

Why separate fit and engagement scores?

Fit describes how closely a lead matches your target customer profile. Engagement describes observed interest or activity. Showing both prevents one combined score from hiding weak fit or limited engagement.

Does the score predict whether a lead will buy?

No. This is a rule-based score using your weights and observed match levels. It is not a purchase probability, predictive model or validated sales forecast.

Can I customise the point weights and thresholds?

Yes. Edit each criterion’s weight, the fit share of the combined score and the routing thresholds. A zero criterion weight excludes it, but each category must have a positive total. Nurture must be below the sales follow-up threshold.

What happens when lead evidence is unknown?

The tool withholds the complete sample score until every enabled criterion is assessed. Unknown is distinct from a confirmed no-match value. Disabled criteria with zero weight do not require sample evidence.

Can I import the template directly into my CRM?

The download is a CSV configuration template with rules and blank sample fields. It is not a universal CRM import or an automated workflow. Map the criteria and logic to the capabilities of your CRM before implementing.

Is this lead scoring template free?

Yes. The model builder, sample tester and CSV downloads are free and require no sign-up. Inputs are processed locally in your browser without being stored or transmitted by this tool.

Give sales a clearer qualification model.

Discuss your ideal customer profile, engagement signals and lead-routing criteria with Qualent Media.

Discuss your lead qualification