Lead Scoring

Lead Scoring (Contact Engagement Score) tracks and prioritizes leads based on their interaction level with your business. By assigning points to specific actions like email opens, form submissions, appointment bookings, and purchases, you focus energy on high-score leads ready to convert while nurturing low-score leads to improve engagement.

What Lead Scoring Does

The system assigns point values to contact behaviors. Positive actions (email opens, link clicks, payments) increase score. Negative actions (email bounces, unsubscribes, appointment cancellations) reduce it. Each interaction automatically updates contact score in real time, providing accurate engagement picture at any moment.

View scores in Contacts section by opening individual contact profile and scrolling to Contact Engagement Score dropdown, or in Conversations section right sidebar during active communication. You can manually adjust scores if needed for offline interactions not automatically tracked.

Navigate to Settings > Manage Scoring to create and edit scoring rules. Toggle between Draft Mode (test changes without affecting live data) and Publish Mode (activate scoring for all contacts with real-time updates). Each rule specifies an action (Email Opened, Form Submitted, Appointment Booked) and calculation (points to add or subtract when action occurs).

Key Configuration Options

Create scoring rule: Click + Add New Rule, select action type, assign point value. For example, Email Opened = +5 points, Link Clicked = +10 points, Form Submitted = +15 points, Appointment Booked = +30 points, Payment Received = +50 points.

Edit and delete rules: Click three-dot menu next to any rule to edit action type or point value, or delete if no longer relevant. Review and adjust rules quarterly as business evolves.

Draft vs. Publish: Work in Draft mode to test rules without affecting contact data. Switch to Publish once confident point values and triggers are correct. All interactions matching rules immediately update scores in Publish mode.

High-intent actions: Assign higher points to behaviors signaling strong purchase intent. Low intent (email open) = +5 points. Medium intent (link click, form submit) = +10 to +20 points. High intent (appointment booked, payment made) = +30 to +100 points.

Negative scoring: Subtract points for disengagement signals. Email bounced = -10 points (bad address). Unsubscribed = -30 points (no longer interested). Appointment canceled = -15 points (lost interest). This helps avoid wasting time on contacts no longer viable.

Threshold Alerts

Create score-based workflows to automate actions when contact score crosses specific value. Navigate to Automations, create workflow with trigger condition based on engagement score: Score is greater than 50 (highly engaged, sales-ready), Score is less than 10 (cold, needs nurturing), or Score increases by 20 or more (recent engagement spike).

When condition met, trigger actions like sending personalized email sequence, assigning contact to sales rep, adding “Hot Lead” tag, creating task for immediate follow-up, or sending SMS notification to team.

Example high-score alert: Trigger when Score >= 50, send internal notification to sales team, assign contact to sales rep, add tag “Sales Ready”. Now whenever contact hits 50 points, team automatically notified and contact queued for outreach.

Example cold lead re-engagement: Trigger when Score < 10 and hasn’t engaged in 60 days, send email sequence with educational content, wait 7 days then check score again. If score increases, route to sales workflow. If not, add to long-term drip campaign.

Auto-Assignment

Score-based auto-assignment routes high-engagement leads to right person at right time without manual sorting. Create workflows assigning contacts to sales reps based on engagement score: Score 0-20 routes to Marketing for nurture, Score 21-49 routes to Inside Sales for qualification calls, Score 50+ routes to Senior Sales Rep for immediate conversion outreach.

Round-robin with score filters: Distribute high-score leads evenly across multiple reps. Create workflow triggered when Score is 50 or higher, add Assign Contact to User action, enable Round Robin mode, select all sales reps. Leads distribute evenly in rotation, preventing single rep from being overwhelmed.

Pro Tips

• Start simple then refine. Begin with handful of core actions (email opens, form submissions, appointments booked) and straightforward point values. Run system for few weeks, analyze results, add more granular rules as you learn which behaviors correlate with conversions.
• Segment by score range, not just high/low. Create multiple tiers: 0-10 (cold leads, nurture campaigns), 11-30 (warming up, educational content), 31-50 (qualified leads, sales outreach), 51+ (hot leads, immediate follow-up). Tailor messaging to contact readiness level.
• Combine scoring with tags and custom fields. Create workflows considering both score AND other factors. For example, Score 50+ AND Tag: “Enterprise Prospect” routes to senior sales rep. Score 30+ AND Custom Field: Industry = Healthcare sends industry-specific case study.
• Review and adjust rules quarterly. Ask: Are high-score leads actually converting at higher rate? Are there new actions we should track (webinar attendance, referral submissions)? Are any actions over-weighted or under-weighted based on actual results? Make adjustments to keep system accurate.
• Use scoring to trigger multi-channel outreach. When contact hits high score, don’t just send email. Trigger personalized email, follow-up SMS, create task for phone call, send direct mail if appropriate. High-score leads earned comprehensive attention.

Common Questions

Can I apply different engagement score rules to different contact segments?

Engagement scoring applies globally to all contacts within account. You can’t create segment-specific rules directly in Manage Score section. However, use Smart Lists, tags, and custom fields to segment contacts, then create engagement-based workflows triggering different actions for different segments.

Does the engagement score automatically decrease over time if contact stops interacting?

No. Platform does not include automatic score decay feature. Scores remain at current level unless triggered by specific action. If you want scores to decrease for inactive contacts, set up automation workflow with timed trigger checking if contact hasn’t engaged in 60 days, then subtract 20 points.

Can I assign different point values to the same action based on different conditions?

Manage Score section doesn’t support condition-based weightings for same action. However, create multiple rules for similar actions with different triggers. For example, assign +5 points for clicking regular email link but +15 points for clicking high-priority promotional link using different trigger link conditions.

How does engagement score affect automated workflows?

Engagement scores can be workflow triggers in Automations section. Create workflows launching when contact score crosses threshold (greater than 50, less than 10, between 20 and 40). Multiple workflows run simultaneously based on different score levels, automating lead qualification, sales outreach, and nurture campaigns based on engagement level.

Can I manually adjust a contact’s engagement score?

Yes. Open contact profile in Contacts section or view in Conversations section, find Contact Engagement Score dropdown, manually enter new score value. Useful for boosting score based on offline interaction (phone call or in-person meeting) not automatically tracked by system.