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Set up lead scoring using automation

Automation allows you to automatically assign your leads a score that evaluates their activity and engagement. This way, you can immediately identify which contacts are particularly promising for your sales team – here's how:

→ How to add lead scoring to an existing automation

  1. Create data field

    To save your leads' points, you need a special data field in your recipient list.
    Create a new data field (e.g., with the name Lead Score). Select the option Number as the field type.

    This field is used by the automation to save the current score of the lead and update it later.

  2. Create segment and define conditions

    Determine which actions or behaviors of your recipients should result in positive points being awarded.
     

    Define the criteria for your lead scoring segment. These determine who is included in the automation. 
    → Select one of your recipient lists from the Menu > Recipients and click on the Segments tab. Select Add segment and define the condition, e.g., “Has opened the last campaign”.

    Note: If you add multiple conditions to this segment, they will all be activated at the same time . Alternatively, you can move each condition to its own segment so that they can be selected individually.

    Examples of criteria (segmentation rules):

    1. “Opened the last campaign”
    2. “Has clicked on any campaign in the last 7 days”
    3. “Has visited the page ‘/demo-request’”

  3. Create automation

    Click on the left side of the menu on Automations > New Automation > Advanced Automation.
    Select our template “Rate your leads”:



    For the calendar event, select the time at which the automation should start daily (e.g., 6:00 p.m.).



    For the action Load recipient group, select your desired recipient list. However, do not select The entire list, but rather Only the following segment and select the segment created in Step 3. Click on Save.


     

  4. Determine lead score (point allocation)

    Within the automation, you specify how many points a lead receives for fulfilling the criteria. Use the action Change data in the automation, which updates the data field from step 1 (“Lead Score”) .

    Enter the desired value, for example: +5 (adds 5 points to the existing score).

    Note: Please ensure that the minimum score is set to 0 . It is not possible to display a negative score. 

  5. Activate automation

    Your recipients will now be assigned different scores based on their activity. You can use these scores later to target specific audiences or inform your sales team.

    Once you have configured all the settings, check the configuration carefully
    → Perform a final check to ensure that the correct data field is being used and that points are being awarded correctly. → Activate the automation using the slider in the top right-hand corner.

Tip: Negative scoring for inactive leads 
To qualify your leads even more accurately and identify “cold” contacts, you can create a second, separate automation that assigns negative points (negative scoring). 

- “Has not opened a campaign in the last 60 days” 
- “Registered more than 180 days ago and made fewer than 3 clicks” 
- Point assignment: Use an action to update the score by a negative value, e.g., −10 (subtracts 10 points). 

Segment examples for negative criteria: This helps you distinguish your most active leads from inactive contacts who could tie up your resources .

  • You can also insert lead scoring into an existing automation and thereby only send an email if the potential recipient has a lead score of +5 (or another value):

    To do this, use the actions Recipient action in an email (heart icon) and Change data:
     

    Use the following recipient action in an email (heart icon) settings :

    To complete the lead scoring within the automation, set an Change Data action behind the heart icon (as described in step 4):

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