By Chris Jeng, Founder of European Gateway
When it comes to B2B sales, knowing how to prioritise the best leads can mean the difference between missed quotas and continued growth. Chris Jeng – Founder, European Gateway. Chris Jeng, the founder of European Gateway, is a leading advocate for AI-driven lead scoring systems that shift salespeople’s focus toward higher-potential clients. With machine learning and behavioural data, companies can increase conversions, shorten sales cycles, and create a better ROI — without having to hire more staff.
Step-by-Step: Rolling Out AI-Generated Lead Scoring
Step 1: Gathering Historical Sales and Engagement Information. You’ll need: Total sales for your product line for the previous 12 months. The total number of engagements with your product line for the last 12 months. Concentrate on the characteristics and behaviour correlated with successful deal-making.
Step 2: Identify your scoring attributes—value-based datapoints that you can use to determine whether a company is a good fit for your product. (Maybe it’s company size, web activity, job title, content engagement, industry, or other factors.) Add these as fields on objects in your CRM.
Step 3: Assign a point value for behaviours and characteristics this lead exhibits, as they pertain to how well (or poorly) the lead fits your ideal customer profile (ICP).
Step 4: Turn on predictive scoring capabilities within platforms such as Salesforce Einstein or HubSpot Pro. Allow AI to update scores while new data rolls in.
Step 5: Set up automatic workflows to alert reps when a lead reaches a particular score threshold, so they know to pounce on a hot opportunity.
How AI-Powered Lead Scoring Really Works
Using smart lead scoring changes your sales process from reactive to proactive. Reps no longer waste time on low-quality leads—they focus on the best-converting opportunities from day one. As Chris Jeng says, ‘AI doesn’t just make things faster — it helps your sales team sell smarter.’
B2B companies that employ predictive lead scoring report:
- 30% higher conversions than other forms of conversions
- Shorter sales cycles
- Increased revenue per rep
- More efficient pipeline coverage
Final Thoughts from Chris Jeng
AI-powered lead scoring isn’t just a fad, it’s a best practice for today’s B2B sales teams. By offering reps a clear line of sight to the runs they should be serving up, you will help instill sharper execution, more meaningful conversations, and stronger revenue results.
For more information on how AI can enhance your sales performance, visit [www.egconsultgroup.com](https://www.egconsultgroup.com).
