Marketing agency lead qualification script
A marketing agency lead qualification script for chat, phone or your intake form: 8 steps that capture the website, service, markets and languages, budget band, deadline and decision maker, then book the discovery call, nurture the lead or refer it out. Copy it or download Word and Excel files. Free, no sign-up.
Made by Anatolii Ulitovskyi 
Fact-checked by RH Fardin Updated 1. Open the conversation and get the website
Goal: greet the lead, say how long this takes and get the website first. The website shows your team the business, the platform and the current marketing before anyone joins a call.
AI opensHi first name, thanks for contacting agency name. I will ask a few quick questions, about 2 minutes, so the right person can reply with a useful answer instead of a generic deck. First, what is your website address?
On the phoneThanks for calling agency name, this is your name. May I ask a few quick questions, about 5 minutes, so I can connect you with the right strategist? First, what is your website?
1.1What is your website address?
WhyYour team can check the site, tracking and ads before the call, so discovery is about plans, not basics.
If no websiteLog No website. This points to a website project, not a retainer. Ask what they sell and where.
If social onlyLog the profile link and ask if a new website is part of the plan.
ReplyThanks. Strategist will look at website before the call, so you will not need to explain the basics twice.
1.2Optional: Which platform is the site built on, and who can edit it?
WhyThe platform, for example WordPress, Shopify or Webflow, decides what you can change quickly and whether a rebuild is needed.
If not sureLog Unknown. The strategist checks it before the call.
Never in this step
- Do not audit or criticize the site in chat.
- Do not quote a price yet.
- Do not ask for passwords or ad account logins.
TipAsk one question per message and wait for the answer. Do not open with budget: it feels like a filter, not a conversation.
2. Find the service and the result behind it
Refer-out ruleGoal: learn which service the lead needs first and what result it should bring. Match the answer to one of your services, or refer the lead out.
2.1Which service do you need first: service 1, service 2, service 3 or something else?
WhyOffering your real list stops vague requests such as marketing help, and shows early what you do not sell.
If everythingAsk which one matters most in the next 90 days. A full-service plan is a question for the strategist.
If not offeredUse the refer-out reply and close the topic kindly.
ReplyWe do not offer service, but partner does. Would you like their details? If you also need your service, I can still set up a call.
2.2What should this bring in the next 6 months?
WhyThe goal tells sales if this is a one-off project or ongoing work, and gives the discovery call a target.
If a numberLog it exactly as said, for example 40 new patients a month.
If more trafficAsk what that traffic should do: call, book, buy or fill in a form.
2.3Do you work with an agency or a freelancer today?
WhyYou learn what did not work before and when the current contract ends, which often sets the real start.
If unhappyListen and log the reason. Never criticize the other agency.
TipMap every answer to Retainer (ongoing work), Project (a deliverable with an end date) or Refer out. If the site is not ready for traffic, sell the project first.
3. Check where they sell and in which languages
Refer-out ruleGoal: know which markets and languages the work must cover. Every extra market or language means more ads, pages and reporting, so it changes the scope, the team and the price.
3.1Which cities, regions or countries should the marketing reach?
WhyLocal, national and international campaigns are different engagements with different budgets.
If the whole countryAsk where most customers come from today and where they want to grow.
If outside your areaRefer out, or log that a partner is needed.
ReplyWe work with businesses in service area. For market, partner is a better fit. Would you like their details?
3.2Should the ads and pages be in English only, or in other languages too?
WhyA second language doubles the ad copy, landing pages and checks.
If you cover itLog the languages and continue.
If not in-houseSay you work with a translation partner and that it adds time and cost. Log Needs a partner.
ReplyWe run campaigns in languages in-house. For other language, we work with a partner, which adds time or cost. Does that work for you?
FactLanguage changes results: in a 2020 CSA Research survey of 8,709 consumers in 29 countries, 76% preferred to buy products with information in their own language, and 40% said they never buy from websites in other languages1.
4. Ask for a budget band, not an exact number
Refer-out ruleGoal: place the lead in a band you set before you go live. Offer ranges so the lead can answer in one message, and keep your fee separate from ad spend.
Your budget bands (replace the numbers in brackets)
| Band | Retainer, per month | Project, one-time | Points |
|---|---|---|---|
| A | Under $2,000 | Under $5,000 | 0, refer out |
| B | $2,000 to $3,999 | $5,000 to $14,999 | 1 |
| C | $4,000 to $7,999 | $15,000 to $29,999 | 2 |
| D | $8,000 and up | $30,000 and up | 2 |
| Not shared | Ask again on the call | Ask again on the call | 1 |
4.1For our fee, which monthly range is closest to your plan: band B, band C or band D? Ad spend is paid to the platforms separately.
WhyA range is easier to answer than an open number, and sales will not design a plan the lead cannot buy.
If they ask the priceGive your published starting price, then ask for the band again.
If not sureLog Not shared and ask what they spend on marketing today.
ReplyMost service retainers start at minimum retainer a month, plus ad spend. Strategist confirms the exact price after the discovery call.
4.2How much do you plan to spend on ads each month, apart from our fee?
WhyA management fee without a media budget cannot produce paid results.
If too lowIf it is below minimum ad spend, suggest SEO or a smaller test first, and log it.
If band AThanks for being open about the budget. Our service work starts at minimum retainer a month, so we are not the right fit right now. Freelancer or resource may suit you better: link. May I check back in 3 months?
TipThe AI may share your published starting prices and the bands. Only a strategist quotes a price for this client.
5. Pin down the deadline and the start date
Goal: get a real date, the reason behind it and the earliest start. Agencies need time for onboarding, access, tracking and approvals before anything goes live.
5.1When do you need service live, and what is the date tied to?
WhyA date with a reason, such as a launch, a season or a contract end, shows urgency and tells you if the plan fits.
If ASAPAsk: Is there a date behind that, like a launch or an event?
If a rushIf it is under 4 weeks, log it as a rush. The strategist confirms on the call what is realistic.
ReplyThanks. Setup for service usually takes 3 to 4 weeks. I will flag your date for strategist, who will confirm on the call what is realistic.
5.2When could we start, and does anything block that, such as a notice period?
WhyNotice periods and handovers from the old agency set the real start date.
If a contractLog the end date and plan setup to finish before it.
Deadline points (the Excel file calculates them)
| Days from inquiry to deadline | Points | What it means |
|---|---|---|
| Under 28 | 1 | Rush: the strategist confirms it is possible |
| 28 to 91 | 2 | Good planning window |
| 92 to 182 | 1 | Book the call, plan a later start |
| Over 182, or no date | 0 | Nurture with a dated follow-up |
TipNever promise a launch date in chat. The AI can say what setup usually takes. The strategist commits to dates.
6. Map who decides and invite them to the call
Goal: learn who signs, who else has a say and how the lead will choose. Then invite the person who signs to the discovery call.
6.1Who else will help choose the agency, and who signs the contract?
WhyA call with someone who cannot approve the work often ends in a proposal nobody signs.
If just meLog On the call: 2 points.
If my bossLog Known, not on the call: 1 point. Invite the boss to the call.
If not sureLog Unknown: 0 points. Ask who approved the last marketing budget.
ReplyThanks. Can decision maker join the discovery call? Then strategist can answer their questions directly.
6.2Are you talking to other agencies, and by when will you decide?
WhyYou learn the competition and the decision date, so sales can plan the proposal.
If 3 quotesThat is fine. Log the decision date and ask what matters most in the choice.
FactBuying groups often disagree. In a Gartner survey of 632 B2B buyers, 74% of buyer teams showed unhealthy conflict during the decision, and groups that reached consensus were 2.5 times more likely to report a high-quality deal2.
7. Score the answers and pick one next step
Decide in the chatGoal: add up 5 criteria, check the hard stops, then give the lead exactly one next step. The Excel scorecard does the math with formulas.
Scorecard: 0 to 2 points each, 10 in total
| Criterion | 0 points | 1 point | 2 points |
|---|---|---|---|
| Service fit | Not offered | Partly fits | Core service |
| Geography and language | Cannot deliver | Needs a partner | Covered in-house |
| Budget band | A | B, or not shared | C or D |
| Deadline | Over 182 days, or none | Under 28, or 92 to 182 days | 28 to 91 days |
| Decision process | Unknown | Known, not on the call | On the call |
Next-step rules, in this order
- Refer outAny 0 on service, geography or budget, whatever the total. Send one alternative and close kindly.
- Book discovery8 points or more. Send the booking link in the chat, or hand over to a person if the lead wants to talk now.
- NurtureUnder 8 points and no hard stop. Send one useful resource and set a dated follow-up task.
Book discoveryThanks, first name. This sounds like a good fit for a retainer or project. The next step is a 45-minute discovery call with sales lead and strategist. Pick a time here: booking link. Can decision maker join?
NurtureThanks, first name. It sounds like the timing is not right yet. I will send you guide or case study now, and sales lead will check in on date. Is that OK?
Refer outThanks for the details, first name. Because of reason, we are not the best fit right now. Partner or resource can help: link. Good luck with project.
8. Send sales a summary they can act on
Same format every timeGoal: one short summary per inquiry, always in the same order, so the sales lead can accept or reject it in a minute and prepare the discovery call.
AI confirmsThanks, first name. Here is what I will pass to sales lead: service for website, in markets and languages. Budget band band. Deadline date. Decision: decision maker. Did I get that right?
Handover summary
- Lead: name, role, company
- Website: URL, platform: CMS or unknown
- Service and goal: service, to goal
- Markets and languages: markets, languages
- Budget band: band, ad spend amount a month
- Deadline: date, because reason. Earliest start: date
- Decision: decision maker, also involved: names, decides by date
- Score: x/10. Engagement: retainer or project. Next step: book discovery, nurture or refer out
- Discovery call: date and time, or not booked. Owner: name
What sales does next
- Within 1 hourRead the summary and the chat. Accept the lead (status Qualified) or reject it with a reason.
- Before the callCheck the website, ads and tracking. Ask for read-only access by email, never for passwords in chat.
- After the callConvert the lead into a company, contact and deal, move the deal to the next stage and set a follow-up task.
If nobody is onlineThanks, first name. Everything is saved, and sales lead will reply by time. You can also book the discovery call now: booking link.
FactSpeed matters: in a study of 1.25 million sales leads, firms that tried to contact a lead within an hour were nearly 7 times as likely to qualify it as firms that tried even one hour later3.
For small sales and support teams
Let an AI agent qualify every inquiry and book the discovery call.
CRMsoftware.pro asks your qualification questions on your website 24/7, saves every answer with the conversation and passes good-fit leads to your sales lead with the summary.
- One click turns a lead into a company, contact and deal
- Company records for website, CMS, target geo and competitors
- Human handover and bookings with calendar sync from Launch, $19 a month billed yearly
Free plan: 3 users, no credit card.
Filled example
A dental group inquiry that ends in a booked discovery call
This marketing agency lead qualification script in website chat for Copperleaf Digital, a fictional 9-person agency in Fort Lauderdale. Carla gave her name and email in the pre-chat form. The AI agent asks the questions, books the call and hands the summary to Kim, the sales lead.
Handover summary sent to Kim
| Lead | Carla Mendez, practice manager, Bayview Dental Group |
| Website | bayviewdental.example |
| Service and goal | Local SEO and Google Ads, more new patients |
| Markets | 3 clinics in Miami-Dade, new clinic in Fort Lauderdale |
| Languages | English and Spanish |
| Budget band | B: $3,500 a month, plus $6,000 ad spend |
| Deadline | Ads live by November 16, 2026 |
| Decision | Dr. Ruben Ortiz signs and joins the call |
| Next step | Discovery call, Friday, October 9, 10:00 |
Score: 9 of 10
| Criterion | Answer | Points |
|---|---|---|
| Service | SEO + paid ads, core service | 2 |
| Geography and language | Covered in-house | 2 |
| Budget band | B | 1 |
| Deadline | 40 days away | 2 |
| Decision | Owner on the call | 2 |
| Total | Book discovery, retainer | 9 |
In CRMsoftware.pro
| Lead status | Qualified, then converted |
| Company | Target Geo: Miami-Dade, Broward. Target Languages: EN, ES. CMS: WordPress |
| Deal | Bayview SEO and Ads retainer, $21,000 (6 months) |
| Stage | Discovery booked |
| Task | Dan: first findings for the call, deadline October 8 |
Why it matters
Why speed, the decision process and language decide the deal
Agency inquiries go cold fast. In a study of 1.25 million sales leads at 42 US companies, firms that tried to contact a lead within an hour were nearly 7 times as likely to qualify it, meaning a real conversation with a key decision maker, as firms that tried an hour later. In a separate audit of 2,241 US companies, those that replied within 30 days took 42 hours on average3. The data is from 2011, so read it as a direction: a short script that runs at once beats a perfect reply two days later.
The decision process is where agency deals stall. Gartner reports buying groups of five to 16 people across up to four functions, and 74% of B2B buyer teams showed unhealthy conflict during the decision. Groups that reached consensus were 2.5 times more likely to report a high-quality deal2. That is why the script asks who signs and invites that person to the call.
Language is scope. In a CSA Research survey of 8,709 consumers in 29 countries, 76% preferred to buy products with information in their own language1. A client who sells in two languages needs two sets of ads, pages and reports, so ask early and price it in.
7x
more likely to qualify a lead contacted within an hour
74%
of B2B buyer teams show unhealthy conflict in the decision
76%
of online shoppers prefer product information in their own language
Retainer or project
Retainer, project or refer out: sell the right engagement
Use the answers to choose what you sell before the discovery call. Selling a retainer when the client needs a project, or keeping a lead you should refer out, costs both sides months.
| Engagement | Sell it when | Budget band | Goal of the discovery call |
|---|---|---|---|
| Retainer | Ongoing work whose results build over months: SEO, paid ads, social, content. | B to D, per month | Agree on goals, channels, reporting and a minimum term of 6 months. |
| Project | A deliverable with an end date: website, landing pages, audit, tracking setup. | B to D, one-time | Agree on scope, timeline, approvals and who supplies the content. |
| Project, then retainer | The website or tracking is not ready for paid traffic yet. | Project budget first | Sell the fix first. Offer the retainer once it is live. |
| Nurture | Good fit, but no date or no decision maker yet. | Any band except A | No call yet. Send one resource and set a dated follow-up. |
| Refer out | A service, market or language you cannot deliver, or band A. | A, or any band | No call. Give one name or resource and close kindly. |
Write your minimums into the AI instructions, for example the minimum retainer per month, the minimum project fee and a 6-month minimum term. The AI can then send band A leads the refer-out reply on its own.
AI vs strategist
What the AI may say, and what only a strategist says
The AI agent qualifies and books. A strategist gives advice, prices and commitments. Put these rules into the AI instructions as they are.
Prices
The AI may share published starting prices and your budget bands. A quote for this client comes from a strategist after discovery.
AI may sayRetainers for service start at minimum retainer a month, plus ad spend. Strategist confirms your price after the call.
Results and guarantees
Never promise rankings, a number of leads or a return on ad spend. Results depend on budget, market and competition.
AI may sayWe cannot promise a ranking or a number of leads. On the call, strategist will show what is realistic for your market and budget.
Launch dates
The AI may say what setup usually takes. Only a person commits to a launch date, after checking access and approvals.
AI may saySetup usually takes 3 to 4 weeks. Strategist will confirm your dates on the call.
Audits and advice
The AI does not review the site or the ads in chat. It collects the website and the goal, and the strategist brings findings to the call.
Other agencies
Never criticize the current or a past agency. Ask what worked, what did not and when the contract ends.
Access and passwords
Never ask for passwords or ad account logins in chat. Sales asks for read-only access by email after the call is booked.
Hand over to a person at once when the lead asks for one, asks for a custom price or contract terms, or is upset. In CRMsoftware.pro, human handover is on the Launch plan and higher.
Excel scorecard
The Excel qualification scorecard
One row per inquiry. Pick the answers from dropdowns and the file calculates the score, the engagement and the next step. Set your services, bands, points and threshold on the Rules sheet. The file opens in Excel, LibreOffice and Google Sheets.
| Column | What it does |
|---|---|
| Date received, company, contact, website | Who asked and when. Copy them from the lead. |
| Channel | Website chat, WhatsApp, Instagram, phone, email or contact form. |
| Service needed | Dropdown with your services from the Rules sheet. |
| Markets and languages | Where the work runs and in which languages, as text. |
| Geo and language fit, budget band, decision maker | Dropdowns. Each answer has points on the Rules sheet. |
| Deadline | The date the work must be live. Leave it empty if there is none. |
| Days to deadline Auto | Deadline minus date received. |
| Score Auto | 0 to 10 from service, geography, budget, deadline and decision. |
| Engagement Auto | Retainer, project or refer out, taken from the service. |
| Next step Auto | Refer out on any hard stop, Book discovery at 8 points or more (you can change it), otherwise Nurture. |
| Owner, sales accepted, discovery booked | Who owns the lead, whether sales accepted it and whether the call is booked. |
The sample has the 7 inquiries behind this page's example: 3 to book discovery, 2 to nurture and 2 to refer out. Sales accepted 3, and 2 discovery calls are booked. The Summary sheet shows these totals and counts by next step, service and channel.
How to set up
How to use this marketing agency lead qualification script
- 1
Set your rules
Fill in the brackets: services, markets, languages, budget bands, minimums and what you never sell. Copy the numbers into the Rules sheet.
- 2
Use one order everywhere
Run the 8 steps in chat, on WhatsApp, on the phone and in your contact form, so inquiries are easy to compare.
- 3
Agree on the handover
Name who receives the summary, how fast they accept or reject it and who runs discovery.
- 4
Book in the conversation
Send the booking link as soon as the lead scores 8 or more, while they are still in the chat.
- 5
Review every 2 weeks
Read 10 to 20 conversations, check accepted inquiries and booked calls, then adjust questions and bands.
Set it up in CRMsoftware.pro
- My Bots > choose the bot > Basics tab: paste the 8 steps into Instructions with your services, bands, markets and refer-out rules. Save Bot, then Try Bot.
- Behavior tab: turn on Collect User Data (Name and Email are always collected) and Collect Phone Number. Connect tab: turn on Send email notifications.
- Scheduling > Event Types > New Event Type: a 45-minute discovery call, Location Video Call. Connect Google or Outlook Calendar under Connections, then Copy Link into the Instructions.
- Leads: open the inquiry, set Status to Qualified or use Reject as Junk, then Convert it into company, contact and deal. Fill in Website, CMS, Target Geo and Target Languages.
- Deals: New pipeline, then Add stage for Discovery booked, Proposal sent and Won. Give every nurture follow-up a task with an Assignee and a Deadline.
Free: AI chat 24/7, leads inbox (limited) and 1 pipeline. Launch, $19 a month billed yearly: human handover, bookings with calendar sync, WhatsApp and 3 pipelines. Growth, $49: auto-translation in the inbox and a multilingual widget.
Check every 2 weeks
- Share of inquiries sales accepted
- Discovery calls booked, held and missed
- Refer-outs by reason: service, market, language or budget
- Questions leads skip or answer vaguely
- Bands and minimums that need new numbers
FAQ
Agency lead qualification questions
What is a marketing agency lead qualification script?
It is a short, ordered set of questions that your team or AI agent asks every new inquiry to decide what happens next: book a discovery call, nurture the lead or refer it out. This one captures the website, service, markets and languages, budget band, deadline and decision maker, and ends with a summary for sales.
What are some qualifying questions for agency leads?
Ask for the website, the service they need first and the result it should bring, the markets and languages, the budget band, the deadline and who signs. Ask about the goal before the budget, and offer ranges instead of asking for an exact number.
What are the 5 W questions in sales?
Who, what, where, when and why. For an agency that means who decides, what service they need, where they sell and in which language, when it must be live, and why now, such as a launch or a contract that ends. Budget is the sixth question.
What are good agency discovery call questions?
Discovery goes deeper than qualification: current results and tracking, what worked and failed with past agencies, how success will be measured, who approves the work and what would make them say no. Read the handover summary and the website first, so the lead does not repeat anything.
What should an agency client intake questionnaire include?
Contact details, website and platform, service and goal, target markets and languages, a budget band for your fee and for ad spend, the deadline and earliest start, the decision maker and decision date, and the current agency with its contract end. Save the deep questions for discovery.
How do you ask a prospect about budget?
Offer 3 or 4 ranges you set in advance and ask which one is closest, after you know the service and the goal. Keep your fee separate from ad spend. If they do not want to say, share your starting price and log the band as Not shared.
When should an agency refer a lead out?
When you do not offer the service, cannot deliver the market or language, or the budget is below your minimum. Say so quickly, give one useful alternative and close kindly. A clear no protects your team's time and your reputation.
Should an agency sell a retainer or a project?
Sell a retainer for ongoing work whose results build over months, such as SEO, paid ads or social. Sell a project for a deliverable with an end date, such as a website, landing pages or an audit. If the site or tracking is not ready for traffic, sell the project first.
How fast should an agency reply to a new inquiry?
Within the hour, ideally within minutes. In a study of 1.25 million sales leads, firms that tried to contact a lead within an hour were nearly 7 times as likely to qualify it as firms that tried one hour later (Harvard Business Review, 2011)3.
Can an AI chatbot qualify agency leads and book the discovery call?
Yes. In CRMsoftware.pro, paste the script into the bot's Instructions, turn on Collect User Data and add your booking link. The AI asks the questions 24/7 in 95+ languages, the inquiry lands in the leads inbox, and one click converts it into a company, contact and deal. Human handover and bookings with calendar sync start on Launch, $19 a month billed yearly.
Related templates
Free tools
Sources
- Language preference survey: CSA Research, Consumers Prefer their Own Language, July 2020
- Buying group conflict: Gartner, Gartner Sales Survey Finds 74% of B2B Buyer Teams Demonstrate Unhealthy Conflict During the Decision Process, May 2025
- Response time and lead qualification: James B. Oldroyd, Kristina McElheran and David Elkington, The Short Life of Online Sales Leads, Harvard Business Review, March 2011
- Plans and prices, checked 7 October 2026: CRMsoftware.pro pricing
Qualify every agency inquiry before the first call.
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