Which criteria are used to score a lead?
Scoring models combine two families of criteria. The first measures fit, how much the lead’s company resembles your ideal customer profile. This is where firmographic data lives, such as industry, headcount or country, traits that do not depend on what the lead does but on what it is. The second measures behavior, the interest signals the contact leaves behind, such as visiting the website, opening emails, downloading content or attending an industry event.
A good model weighs both, because a lead with perfect fit but no interest goes nowhere, and a very active one with no fit wastes everyone’s time. The resulting score orders the sales team’s queue and sets thresholds, for example the score at which a lead counts as a qualified lead and moves to sales.
How do you apply lead scoring at a trade show?
A trade show lets you score before, during and after. Before the event, the exhibitor list and attendees get scored by fit, turning hundreds of companies into a ranked list of accounts to pursue actively. This is DataOrigin’s approach, with a scoring engine that weighs each company’s industry, country and size against your ICP to rank every company at every show.
During the event, each interaction adds signal. Visiting the booth, accepting a meeting or requesting a demo weigh more than a quick badge scan. Afterwards, that combined score decides the follow-up order, so the first emails of the week go to the contacts most likely to buy, as covered in our guide on qualifying trade show leads.