Scoring leads is important for building product marketers because it helps prioritize the architects, designers, and other design professionals who are most likely to convert. Instead of treating every inquiry the same, lead scoring gives you a clear framework to identify high-value opportunities, focus your efforts, and improve ROI. With our ready-for-download Lead Scoring Template, you can quickly set up a system that ranks leads based on engagement, behavior, and fit—so your team knows exactly where to spend their time.

You’ll be able to:

  • Identify and prioritize high-quality leads
  • Align sales and marketing efforts around clear criteria
  • Improve follow-up timing for better conversions
  • Streamline your pipeline for greater efficiency

FAQs

In the building products industry, lead scoring goes beyond quick conversions. It has to reflect the complexities of the specification process. Getting specified during the early planning stages of a project greatly increases the chance of winning the sale later on. That’s why activities like CAD/BIM file downloads and 3-Part Specification requests should be weighted heavily, along with prioritizing job titles such as architect and engineer.

Without a clear scoring system, it’s easy to waste time chasing cold leads. This template keeps your focus on the opportunities that matter most by giving you a clear framework to:

  • Assign points based on lead activity (downloads, inquiries, page views, etc.)

  • Align marketing and sales around industry-specific scoring criteria

  • Know exactly when a lead is “hot” enough for follow-up

Yes! The template is designed to work with all types of leads—from new inquiries to long-term prospects. You can score architects, designers, contractors, or distributors based on their engagement and fit. It’s flexible enough to adapt to the unique sales cycle of building product manufacturers.

This template is designed to fit seamlessly into your current processes. You can start by mapping the scoring criteria to the tools you already use—such as your CRM, email marketing platform, or project tracking system.

You can also use the template as a guide for aligning your sales and marketing teams: marketing can nurture lower-scoring leads with targeted campaigns, while sales focuses on high-scoring prospects who are closer to specification. 

Absolutely. You can easily adjust the scoring criteria, categories, and weights to match your specific products and sales cycles.