How does Lead Scoring work?

1. Feature Overview

The Lead Score in LeadSquared is a dynamic metric that helps you measure how engaged and sales-ready a lead is based on their interactions with your business. It assigns points to different lead activities such as opening emails, visiting webpages, or submitting forms, and continuously updates the score as the lead interacts with your campaigns and touchpoints. The higher the score, the more engaged the lead is likely to be.

Lead scoring helps your team:

• Prioritize high-intent leads for faster follow-ups
• Identify sales-ready prospects based on engagement levels
• Align marketing and sales efforts using a common metric

The lead score is calculated as the cumulative total of all activity scores recorded throughout a lead’s lifecycle. It supports both positive and negative scoring, allowing you to reward desirable actions (e.g., form submissions) and penalize disengagement (e.g., email unsubscribes).

2. How It Works

Lead scoring in LeadSquared is driven by activities performed by leads. Each activity is assigned a score, and the total score updates automatically as new activities are recorded.

1. Define activity scores

Each activity (e.g., email open, link click, website visit) is assigned a score. These can be:

• Core activities (available by default on LeadSquared)
• Custom activities (created based on your business needs)

2. Track lead interactions: When a lead performs an action online (like visiting a webpage) or offline (like attending an event), the corresponding activity is logged in the system.

3. Apply scoring rules

Each logged activity adds or subtracts points based on the configured score. For example:

• Email Open +2
• Link Click +5
• Landing Page Submission +10
• Unsubscribe -20

4. Calculate the total score: The Lead Score is automatically updated as the sum of all activity points in the lead’s history.

5. View and use the score: The updated score is visible on the Lead Details page and can be used in filters, lists, automation, and reporting.

3. How To Edit Core Activity Scores

You can add and edit the Activity Scores as per your business requirements.

1. Navigate to Settings>Leads>Core Activities and Scores. A window containing core activities and the scores assigned against each of them will appear.
2. On the top right corner, click Edit.
3. Make the required changes under Score and then click Save.

When activities are posted on leads, the lead score will be computed based on the scores you’ve assigned.

Similarly, you can edit the scores of Custom Activities from Custom Activities and Scores Settings.

1. On the Custom Activities and Scores page, click the Edit icon alongside the relevant activity.
2. On the Update Custom Activity Type popup, alongside Score, enter the relevant score and save it.

4. View Lead Scoring

When activities are posted on leads, the Lead Score is updated automatically on the Lead Details page. You can view the activity performed by the lead on the Lead Details page.

For instance, if your lead has opened your email (2), has clicked the link in your email (5), visited your webpage (2), and visited the landing page (5), the lead score will be 2+5+2+5=14.

5. Next Steps

You can use the Lead Score –

• As a filter to categorize leads using the Advance Search option.
• You can then easily transfer these leads into a list using Manage Lists. This way you can send out respective email campaigns, perform tasks and manage activity based on how engaged your leads are.
• Smart Views allows you to view your leads, activities, and tasks on one page. You can customize Smart Views to display leads with a particular Lead Score.

Any Questions?

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