Without scoring, every contact gets the same cadence. With it, hot leads get a human and cold ones get nurture.
Mistake 1: Scoring opens after Mail Privacy Protection#
Why it hurts: this undermines lead scoring for email at the point where mailbox providers make their decision, and it is rarely surfaced by your own tooling until placement drops.
Fix: Define fit criteria with sales and assign static points.
Mistake 2: Never decaying scores, so everyone eventually looks hot#
Why it hurts: this undermines lead scoring for email at the point where mailbox providers make their decision, and it is rarely surfaced by your own tooling until placement drops.
Fix: Assign behavior points with decay so old activity fades.
Frequently asked questions#
Should lead scoring include email opens?
Give opens little or no weight. Clicks, replies, and site visits are far more reliable.