Lead Scoring
Salestools uses AI-powered predictive lead scoring to help you prioritize which leads to engage first. Scores are calculated based on engagement signals, company fit, behavioral patterns, and recency.
Overview
Lead scoring automatically ranks your prospects on a 0-100 scale, helping you:
- Focus on high-intent leads - Engage prospects most likely to convert
- Prioritize outreach - Know which leads to contact first each day
- Improve conversion rates - Spend time on qualified opportunities
- Understand lead quality - See why leads are scored high or low
How Scoring Works
Each lead receives a score from 0-100 based on four categories:
| Category | Max Points | What It Measures |
|---|---|---|
| Engagement | 35 | Email opens, clicks, replies, LinkedIn activity |
| Company Fit | 30 | Industry, company size, ICP match |
| Behavioral | 20 | Website visits, content downloads, meeting requests |
| Recency | 15 | How recently the lead engaged |
Score Ranges
| Score | Classification | Recommended Action |
|---|---|---|
| 80-100 | Hot | Immediate outreach, high priority |
| 60-79 | Warm | Follow up within 24 hours |
| 40-59 | Engaged | Continue nurturing |
| 20-39 | Cool | Low priority, keep in sequence |
| 0-19 | Cold | Consider removing or re-engaging |
Score Breakdown
Engagement Score (0-35 points)
Measures how the lead interacts with your outreach:
| Signal | Points |
|---|---|
| Email reply (positive) | +15 |
| Email reply (any) | +10 |
| Multiple email opens (3+) | +8 |
| Email link click | +7 |
| Single email open | +3 |
| LinkedIn message reply | +12 |
| LinkedIn connection accepted | +5 |
| No engagement | 0 |
Company Fit Score (0-30 points)
Measures how well the company matches your ICP:
| Signal | Points |
|---|---|
| Perfect ICP match | +30 |
| Strong ICP match | +20 |
| Partial ICP match | +10 |
| Target industry | +8 |
| Target company size | +7 |
| Target geography | +5 |
| No ICP data | 0 |
Behavioral Score (0-20 points)
Measures buying intent signals:
| Signal | Points |
|---|---|
| Meeting booked | +20 |
| Pricing page visit | +12 |
| Multiple website visits | +8 |
| Content download | +6 |
| Blog/resource visit | +3 |
| No website activity | 0 |
Recency Score (0-15 points)
Measures how recently the lead engaged:
| Timeframe | Points |
|---|---|
| Last 24 hours | +15 |
| Last 3 days | +12 |
| Last 7 days | +8 |
| Last 14 days | +5 |
| Last 30 days | +2 |
| Over 30 days | 0 |
Viewing Lead Scores
On the Lead Card
Each lead displays their score prominently:
- Score number (0-100)
- Score category (Hot, Warm, Engaged, Cool, Cold)
- Color indicator (red for hot, blue for cold)
- Score trend (improving, declining, stable)
Score Breakdown
Click on a lead's score to see the detailed breakdown:
- Points earned in each category
- Specific signals that contributed
- Recent activity that affected score
- Recommendations for engagement
In Lists and Tables
Sort and filter leads by score:
- Go to Contacts or Leads
- Click the Score column header to sort
- Use filters to show only Hot or Warm leads
Using Scores for Prioritization
Daily Workflow
- Start with Hot leads (80+) - These need immediate attention
- Follow up with Warm leads (60-79) - High potential, engage today
- Nurture Engaged leads (40-59) - Keep in automated sequences
- Review Cold leads - Decide to re-engage or remove
In Automations
Use lead scores to:
- Branch sequences - Send different messages based on score
- Adjust timing - Contact hot leads faster
- Trigger alerts - Get notified when leads become hot
- Auto-pause - Stop sequences for cold leads
Team Assignment
Route leads based on scores:
- Assign hot leads to senior reps
- Assign warm leads evenly across team
- Keep cool leads in automated nurture
Score Updates
Scores update automatically when:
- A lead opens or clicks an email
- A lead replies to outreach
- A lead visits your website
- A lead accepts a LinkedIn connection
- A meeting is booked
- Time passes without engagement (recency decay)
Scores typically update within minutes of new activity.
Customizing Your Scoring Model
Contact support to customize scoring weights based on your business:
- Adjust category weights (e.g., more emphasis on engagement)
- Add custom signals from your CRM
- Define custom ICP matching criteria
- Set different thresholds for score categories
Best Practices
- Check scores daily - Start each day by reviewing hot leads
- Act on score changes - When a lead becomes hot, reach out immediately
- Trust the system - Scores are based on real engagement data
- Combine with context - Use scores alongside other information
- Review cold leads - Periodically clean up leads with persistently low scores
Troubleshooting
Scores Not Updating
- Ensure tracking is enabled on your emails
- Check that website visitor tracking is installed
- Verify CRM sync is connected and active
Scores Seem Inaccurate
- Review the score breakdown for specific signals
- Check if ICP settings match your target customer
- Verify engagement data is being captured correctly
All Leads Have Similar Scores
- Ensure you have sufficient engagement data
- Check that different engagement types are being tracked
- Review ICP configuration for proper differentiation
Support
Need help with lead scoring?
- Email: info@salestools.io
- Live Chat: Available in the Salestools dashboard
Last Updated: January 2025