How to set up Lead Scoring rules?

With Lead Scoring, you can configure the points distribution for each lead according to Profile and Interest, and then segment them. In this article, you can find information about the following:

• Setting up Profile
• Setting up Interest

Setting up Profile

To set up the ideal lead profile for your business, simply click Engage > Lead Scoring (Pro) > Set up Lead Scoring and follow the step-by-step guide, as shown below:

1. Determine the most important fields

As a team, decide which fields are analyzed at the time of making the sales approach. These are the characteristics that distinguish the profile quality of a Lead.

To add more fields, click Add property and select the desired field.

2. Determine the weighting of each field

To determine the weighting, perform an analysis of the ideal profile to buy your product/service. Of those ideal qualities, which are the most important? Allocate greater weighting to the most important field. If there is a field in Profile analysis which is crucial for your business, don't be afraid to give it a weighting of 75% or more in profile qualification.

To adjust the weighting, simply scroll the blue bar of the corresponding field to the desired percentage:

3. Click on one of the fields to set the score for each profile

It is a good idea to compare conversions of each profile for each field. Take the field profile with the highest leads-to-sales conversion rate and give it a score of 10. In turn, distribute the remaining profiles according to their conversion rate. Example: If the job title of CEO has a conversion rate of 10%, the score allocated to the job title of analyst, which has a conversion rate of 5%, should be half that of the Director job title.

Setting up Interest

Setting upinterest helps to identify how close a lead is to the moment of purchase. It is the sum of interactions that the Lead has with you, whether via emails, workflow automations or conversions via Landing Pages and Forms. See what you need to set up lead interest for your business:

1. Define the activity groups that you want to score

The standard groups are those separated into materials from the top, middle and bottom of the funnel. If necessary, you can also add new groups. Simply click Add group.

2. Establish a metric to compare your conversions

To define how many points each conversion should receive, it is best to determine a quality metric to compare them.

3. Distribute points

For lower value conversions, for example, you can assign a score of 1. Generate other groups according to their increased effectiveness. If a subsequent group of Landing Pages (or other conversion) is 5x more effective than the first group, you can assign 5 points for this group.