Advanced Lead Scoring is currently only available in Legacy, but will be added to Air soon!

How It Works

Lead Scoring allows you to assign numeric values to contacts based on a variety of factors, such as profile data and behavioral activity. These scores adjust over time, ensuring you always have an up-to-date view of each contact's engagement level and sales-readiness.

You can assign points for:

• Data attributes like job title, location, or industry
• Time-based actions such as recent engagement or prolonged inactivity
• Joining or unsubscribing from a category
• Form submissions
• Email campaign interactions (opens, clicks, etc.)
• Actions or inactions in an automation
• And more!

As scores accumulate, contacts naturally segment into priority levels. This lets you tailor follow-up efforts—like sending high-value content to hot leads or enrolling warm prospects into nurturing workflows.

Best Practices and Tips

• Start simple: Use a small set of scoring criteria at first, then expand as you learn what best signals lead quality.
• Include both positive and negative scoring: Subtract points for inactivity or unsubscriptions to better qualify active leads.
• Use scoring to trigger automation: Pair score thresholds with automation steps like Lead Alerts or branching logic to activate sales follow-up or targeted campaigns.
• Review regularly: Revisit your scoring rules quarterly to ensure they reflect your evolving sales and marketing strategy.

Practical Use Cases

• Sales Enablement: Automatically alert your sales team when a lead reaches a high score, signaling readiness for outreach.
• Targeted Drip Campaigns: Enroll mid-score leads into educational email series to warm them up.
• List Hygiene: Identify low-score or disengaged contacts to suppress from future sends or re-engagement efforts.
• Content Personalization: Display different content based on score level to boost relevance and engagement.

Key Limitations

• Permissions Required: Only users with the appropriate permission can access Lead Scoring. The standard All Access Pass and Marketer roles include this. For other custom roles, you’ll need to manually enable this permission in role settings.
• License Level Requirement: Lead Scoring is available on Professional and Enterprise plans. If you're on the Starter plan, this feature will not be accessible.

Additional Resources

• Visit our e-Learning hub for interactive modules on Lead Scoring and more.
• Questions about your plan? Check out our pricing page or contact our Client Success team.