Lead scoring assigns points to contacts based on fit (role, company size) and behavior (clicks, page views, replies) so automations and sales can prioritize and adapt messaging.
What good looks like#
- Done: Define fit criteria with sales and assign static points.
- Done: Assign behavior points with decay so old activity fades.
- Done: Set thresholds that trigger handoff, nurture, or suppression.
- Done: Review score accuracy against closed deals quarterly.
What bad looks like#
- Seen in audits: Scoring opens after Mail Privacy Protection.
- Seen in audits: Never decaying scores, so everyone eventually looks hot.
How to move from bad to good#
Work through the good list in order and re-verify after each change. Most teams find one or two items from the bad list already present; fixing those usually produces the largest improvement.
Frequently asked questions#
Should lead scoring include email opens?
Give opens little or no weight. Clicks, replies, and site visits are far more reliable.