B2B Lead Qualification Score
Score B2B leads using BANT and Firmographics to identify MQLs and SQLs. Enter values for instant results with step-by-step formulas.
Formula
Score = Firmographics(30%) + BANT(70%)
We combine 'Fit' (Firmographics: Is this the right company?) and 'Intent' (BANT: Are they ready to buy?). Fit is static; Intent is dynamic. A high score requires both.
Worked Examples
Example 1: Perfect SQL
Problem:Enterprise, Perfect Industry (10/10), Has Budget, Immediate Timeline, Decision Maker.
Solution:Firmo: 30. BANT: 20+20+30 = 70. Total: 100.
Result:Score: 100 (Hot)
Example 2: Tire Kicker
Problem:SMB, Bad Industry (2/10), No Budget, Unknown Timeline, Gatekeeper.
Solution:Firmo: 8. BANT: 0. Total: 8.
Result:Score: 8 (Cold)
Frequently Asked Questions
Should I discard low scores?
No. Put them in a 'Nurture' campaign. They might not be ready now (Timeline), but could be in 6 months.
Background & Theory
The Qualification Matrix
Qualification is about resource allocation. Sales reps are expensive; you don't want them talking to unqualified leads.
Fit vs. Intent
- Fit (Explicit): Who they are. (Industry, Size, Revenue). This doesn't change often.
- Intent (Implicit): What they do. (Visited pricing page, downloaded whitepaper). This changes fast.
Scoring Best Practices
- Negative Scoring: Deduct points for bad signals (e.g., uses a @gmail.com address, visits 'Careers' page).
- Decay: Reduce score by 10% every week of inactivity.
- Thresholds: Set a clear line (e.g., Score > 50) where Marketing hands off to Sales.
History
The IBM BANT Era
In the 1960s, IBM formalized BANT to identify opportunities. It was efficient but rigid. Sales reps would interrogate prospects: "Do you have budget?" before establishing value.
The Rise of Inbound
In the 2000s, HubSpot and Marketo popularized Inbound Marketing. Leads flooded in, but quality varied. The concept of the **MQL** was born to filter the noise. Lead Scoring became a way to separate the curious from the serious.
Account-Based Marketing (ABM)
In the 2010s, B2B shifted to ABM. Instead of waiting for leads, we targeted specific accounts that matched our **ICP**. Scoring shifted from "Did they click an email?" (Behavior) to "Are they the right company?" (Fit). Modern scoring blends both.
Common Misconceptions
- Myth: High score = Guaranteed sale. Reality: It just means they are worth your time. You still have to sell.
- Myth: Score is static. Reality: Scores decay. A lead who was hot last month is cold today if they went silent.