8 Tips for Getting Started with Lead Scoring

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Marketing Automation

Lead scoring is an effective way to prioritize leads and helps determine if a lead is sales-qualified. It also gives marketing a basis for lead nurturing. It’s hard to argue the benefits of effective lead scoring; however, for those who are new to marketing automation, getting up to speed with this tool can prove challenging.

Ready to get started with lead scoring, but don’t know the first place to start? Here are eight tips to get you pointed in the right direction.

8 Lead Scoring Tips

    1. Take Ownership
      Or designate a specific marketing person to be in charge of lead scoring. You’ll also want to select a sales liaison. One of lead scoring’s greatest benefits is the ability to help determine when a marketing-qualified lead is ready to become a sales-qualified lead. In order to make these judgment calls, you’ll need to have feedback from both departments.
    2. Start Somewhere
      As the saying goes, “You have to start somewhere.” Begin simply, with just a few criteria, such as “was send a message” or “opened a message.” This allows you to test whether a single criteria actually does indicate sales-readiness more easily, and is a better guide to future changes.


    1. Stay in Sync with Sales
      Stay closely aligned with sales as your process evolves and revisit attributes, actions and scores on a regular basis. If your sales department isn’t getting the best sales-qualified leads, find out why and tweak your scoring or process.
    2. Measure, Measure, Measure
      We can’t say it enough. The only way to tell what works is to measure. Track conversion and success factors. This will allow you to adjust for changing realities and make better use of lead scoring in the future.
    3. Profile your Prospects

      Use progressive profiling—which serves different forms to be displayed for each visitor every time they visit, depending on what’s already known about them—to acquire additional explicit information from prospects.Act-On-Software-forms-and-landing-pages
    4. Set Scoring Parameters

      Set scoring parameters so that older behaviors drop out. When it comes to sales-readiness, there’s a huge different between four visits to your pricing page in 30 days and four visits in 12 months.
    5. Embrace the Negative 

      Apply negative scoring when it’s helpful, for example, when a prospect unsubscribes from your email list, or lives in a country you do not sell to.


  1. Automate
    Lead scoring is pretty laborious if you have to do it by hand. Let a marketing automation system (like Act-On) do the heavy lifting of applying the scores to each and every person in your contact lists, update them dynamically, and alert you when certain thresholds are crossed. A marketing automation system that integrates with your CRM system will give you the very best results, with the least effort.

Lists are handy, but if you’re more of a visual learner, make sure to check out our lead scoring video, which provides a step-by-step overview of using Act-On Software to manage leads more effectively and close more sales.