Scoring rules and tiers
A step-by-step reference for the Lead Scoring screen (Pro). For the big picture see Lead scoring.
Two kinds of rule
Field-value rules score a lead the moment they submit a form, based on what they typed. Event rules add points automatically for behavior, such as a download or an email click.
Adding a rule
- On Lead Scoring, use Add Scoring Rule.
- Give it a Name.
- Enter the Field Key: any form field key, or a built-in such as country or email.
- Pick an Operator: equals, not equals, contains, not contains, starts with, greater than, less than, greater or equal, less or equal, is empty, is not empty, or in list.
- Enter the Match Value.
- Set the Points. Use a negative number to deduct points.
Event rules
For behavior-based points, use a Field Key starting with event: with the equals operator and any value. It adds points every time that event fires. Available events:
| Field key | Fires when |
|---|---|
event:form_submit |
A form is submitted |
event:download |
A file is downloaded |
event:email_open |
The lead opens an email |
event:email_click |
The lead clicks a link in an email |
event:repeat_visit |
A known lead returns |
event:page_visit |
A tracked page is visited |
event:payment_success |
A purchase completes |
event:payment_failed |
A payment fails |
New installs include a starter set of event rules so scoring works out of the box.
Tier thresholds
Under Tier Thresholds choose the score at which a lead moves up a tier. Defaults:
| Tier | Default |
|---|---|
| Cold | Below 15 |
| Warm Lead | 15 and up |
| Qualified Lead | 40 and up |
| Hot Prospect | 70 and up |
| Sales Ready Lead | 100 and up |
Click Save Thresholds after changing them.
Re-scoring
New or edited rules apply to future activity. Use Re-score All Leads to recalculate every existing lead against the current rules.
Using scores
The score appears as a badge on each lead. Use a Score Change trigger in Automation to alert your team or start a sequence when a lead crosses a tier.