Lead Scoring Overview

Lead Scoring Overview

Lead Scoring in Delivra is a flexible system designed to help marketers prioritize their most engaged and qualified contacts. By assigning points based on demographic data and contact behavior, you can gain clearer insight into who’s most likely to convert—and tailor your outreach accordingly.

What is Lead Scoring?

Lead Scoring allows you to categorize and rank contacts based on a combination of who they are (demographics) and what they do (activity over time). This scoring system supports more focused sales follow-up, increased conversion rates, and smarter marketing decisions.

Points can be applied to:

  • Demographic fields (e.g., job title, company size)
  • List actions (e.g., joining or unsubscribing from a category)
  • Past behavior (e.g., email clicks, website visits, inactivity)
  • Campaign-specific engagement (set points for specific campaigns before sending)

You can also create Lead Statuses, which are custom-defined labels that group contacts based on their lead score ranges—helpful for segmentation and automation.

How It Works

Once you’ve set up Lead Scoring for your account:

  • Lead Scores and Lead Statuses become available across Delivra for use in:

    • Segment creation
    • Automation flow logic (entry, exit, or branching)
    • Real-time lead scoring adjustments in automation paths
    • Merge tags to personalize email content with score or status data

  • You can assign point values in your global account settings and set campaign-specific scoring directly from the campaign setup screens.

Setting Up Lead Scoring at the Account Level

You can set up general Lead Scoring rules that apply across your account. Here's how:

Step 1: Access the Lead Scoring Configuration

  • Navigate to the Contacts Dashboard
  • Click Configuration on the left-hand menu
  • Select Lead Scoring

Step 2: Define Your Scoring Criteria

On the left side of the Lead Scoring screen, you’ll define the conditions that award or subtract points:

  • Demographic scoring based on contact fields like job title or location
  • Category scoring, which can tie into assigned preferences or classifications
  • Action-based scoring for behavioral engagement like email clicks or form submissions

Step 3: Create Lead Statuses

On the right side of the screen, create Lead Statuses that group contacts by their Total Score:

  • Add statuses by clicking the + icon
  • Define score ranges for each status (e.g., Cold = 0–20, Warm = 21–40, Hot = 41+)
  • A contact’s Total Score determines which status they belong to

Step 4: Set the Time Period for Score Calculations

  • Choose a Time Period to define how long scores are considered valid (e.g., 2 months includes this month and last month)
  • Scores outside of the selected period will be automatically dropped on the first day of a new month

Using Negative Scoring

Not all leads are created equal. If certain attributes suggest a contact is not likely to convert, you can subtract points:

  • For example, if your target audience excludes interns or students, you can assign negative scores to titles containing those terms

This helps prevent low-value contacts from skewing your lead prioritization.

Best Practices and Tips

  • Be strategic with point values: Assign higher points to behaviors that indicate strong intent (like clicking a pricing link).
  • Use negative scoring: Deduct points for inactivity or disengagement over time.
  • Test and refine regularly: Adjust scoring based on actual outcomes to keep your model effective.
  • Combine with segmentation: Build dynamic audiences using Lead Statuses to deliver the right message to the right people.
  • Set scoring decay if your buying cycle is short. This ensures outdated behavior doesn’t inflate a contact’s score.

Practical Use Cases

  • Sales Readiness: Trigger internal lead alerts when contacts reach a certain score threshold.
  • Automation Filtering: Exit unqualified leads from a nurture series once they hit a low score.
  • Dynamic Messaging: Tailor content or offers within an email based on the contact’s Lead Status.
  • Re-engagement: Enroll low-score contacts into win-back campaigns.

Key Notes

  • Availability: Lead Scoring features vary by license package. To learn more, view our pricing page or contact our Client Success team.
  • Permissions: Access to Lead Scoring is permission-based. Standard roles like “All Access Pass” and “Marketer” include it, but custom roles must be manually updated. Refer to our Help Center article on [editing custom roles] for details.

If you have any questions or need help getting started with Lead Scoring, don’t hesitate to reach out to our Support team at support@delivra.com.