Description: Tool to measure the interest and quality of leads by assigning a score based on their interactions and behavior within the system.
What is it for? (Practical examples)
Use Lead Scoring to optimize your marketing and sales strategies:
- Identification of hot leads: Assign high scores to contacts who perform valuable actions (e.g., downloading a price list, requesting a demo) to immediately identify them as ready to buy.
- Advanced segmentation: Filter your contacts based on their current score to send targeted communications (e.g., a special offer only to those who exceed 100 points).
- Interest monitoring: Remove points from inactive contacts or those who unsubscribe from services, keeping the score always updated and representative of their engagement level.
Main features
1. Customer score management
Within each customer's profile, there is a dedicated Lead Scoring section that allows you to:
- View current balance: Shows the total score accumulated by the customer.
- Add manual operations: You can add, remove, or set a specific score manually, specifying an internal note to track the reason for the intervention.
- Operations history: A table summarizes all point credits and debits, including date and associated note, allowing deletion of operations if necessary.
2. Automatic scoring through conditions
You can define rules that, if met by a customer, automatically trigger a score change.
- Rule creation: Each rule consists of a Title (for traceability), an Operation (Add, Remove or Set value), and a set of specific Conditions (defined via the condition builder).
- Scheduled execution: The system automatically checks at regular intervals which customers meet the defined conditions and assigns points autonomously.
3. Display and filtering in the customer list
The current score of each customer is visible directly in the main customer list. It is possible to filter the list by score range, facilitating segment creation based on interest level.
How to configure
The main configuration takes place in the Conditions section of the Lead Scoring module.
| Field | Description | Available options |
|---|---|---|
| Title | Internal name of the rule (e.g., "Download price list"). | Free text. |
| Operation | Defines how the score changes when the condition is met. | Add, Remove, Set. |
| Value | The number of points to assign or remove. | Numeric (e.g., 10, -5, 50). |
| Conditions | Logical rules that the customer must satisfy (e.g., "Visited page X", "Completed form Y"). | Query Builder. |
| Description | Additional internal notes about the rule. | Free text. |
Automatic integrations
Lead Scoring integrates into various areas of the system to automate point assignment.
Integration in Modules and Forms
When configuring a contact module (form), you can add an action that assigns or subtracts points from the lead who just completed the form.
Important Note: For scoring assignment via form to work correctly, the form must also include an action like "Register customer" or "Newsletter Subscription" to properly identify the contact record.
Integration in Marketing Automations
Within automation flows (e.g., email sequences, workflows), you can insert a step that modifies the customer's score.
- Available action: "Assign Lead Scoring points".
- Functionality: Allows adding or subtracting a specific value from the recipient's current score, triggering the change at a precise moment in the flow (e.g., 3 days after sending the last email).
Use as Filter Condition
The customer's current score can be used as a variable to define filters and conditions in other system areas such as:
- Campaigns: Send a campaign only to customers with scores greater than X.
- Segmentation: Create dynamic lists of customers based on their current score.
Scheduled automatic operations
The system performs an automatic check every 5 minutes to verify if customers meet the scoring conditions defined in settings. This ensures scores are updated in real time without manual intervention.
