Lead scoring is a way to track and prioritize your contacts based on their level of engagement with your brand. You assign points to actions that show interest, like opening an email, clicking on a link, or visiting your website. The more engaged a contact is, the more points they earn.

Once a contact reaches a certain score, they’re considered a "hot lead" and are ready for follow-up, typically by the sales team. This helps ensure that your sales team focuses on the most promising leads so they can prioritize their outreach efforts and increase the chances of converting those leads into customers.

Create a new contact attribute to store the score

To assign points to your contacts, you’ll first need to create a contact attribute to store their score.

1. Go to Contacts > Settings > Contact attributes.
2. Click Add a new attribute.
   
3. Name your attribute (e.g. SCORE).
4. Select the Number attribute type.
   
5. Click Create attribute.

Create an automation

In this example, we’ll walk you through a use case where we identify engaged contacts and assign them to sales by tracking actions like opening an email or clicking a web push notification.

Each action adds +5 points to the contact’s score. Once they reach 20 points, they’ll be considered highly engaged and automatically assigned to a salesperson.

👉 This is just one example—you can adapt the automation to your own needs by using different triggers, actions, or scoring logic based on what engagement means for your business.

1. Go to Automations.
2. Click Create an automation.
3. Create an automation from scratch using the new editor.
4. Click the name of your automation in the top bar to update it.

Step 1/4: Define the actions that will assign points to contacts

Start by adding the triggers of your choice to the canvas. Each time a contact enters the automation through one of these triggers, they’ll automatically earn points.

1. From the Triggers tab, drag and drop the step of your choice into the canvas. In this example, we'll add the Email - Email opened step.
   
2. (Optional) Apply filters to refine the trigger based on specific details about the event that started the automation.
   1. Under the event filters, click Add filter.
      
   2. In the modal, click Add filters and choose the conditions you want to apply to refine the trigger. In this example, we’ll filter for email campaigns only.
   3. Click Add filters.
      
3. (Optional) Restrict your automation to contacts who meet specific criteria by applying additional filters. This gives you more control over which contacts can enter the automation.
   
   1. Under the contact filters, click Add filter.
      
   2. In the modal, click Add filters and choose the conditions you want to apply to control which contacts can enter the automation. In this example, we selected the custom attribute COUNTRY > is equal to > France so that only contacts who are located in France will be scored.
   3. Click Add filters.
      
4. Click Apply to step.

Repeat these steps for any other trigger you want to add to your automation. In this example, we'll also add the Webpush - Webpush clicked step.

Step 2/4: Assign points to contacts by updating their contact attribute

Now, you’ll set up the step that assigns points to contacts by updating their score attribute.

1. From the Actions tab, add the Contacts - Update contact attribute step to the canvas.
   
2. Select Update attribute value.
3. From the Update contact attribute dropdown, select the score attribute you previously created.
4. Under New value, select Add.
5. Enter the number of points you want to assign to contacts who entered the automation. In this example, each action will add +5 points to the contact’s score.
   

6. Click Save.

Step 3/4: Split contacts based on their score

Split contacts according to their score. This allows you to take further action on those who have reached a specific score.

1. From the Rules tab, add the Conditional split step to the canvas.
   
2. Next to Split conditions, click Add.
   
3. In the modal, click Add filter and choose the conditions you want to apply to control which contacts will enter the Yes branch of the split. In this example, we selected the custom attribute SCORE > is greater than or equal to > 20.
4. Click Save conditions.
   
5. Click Save.

Contacts who have a score greater than or equal to 20 will move to the Yes branch of the split, while other contacts will move to the No branch.

Step 4/4: Perform additional actions on contacts who have reached a specific score

You can now choose to perform additional actions on contacts who have reached a specific score. This allows you to assign contacts to a salesperson when they become highly engaged, for example.

1. From the Actions tab, add the step of your choice to the Yes branch of the split. In this example, we'll add the Assign a user to the contact to assign the contact to a salesperson for follow-up.
   
2. Set up the step.
3. Click Save.
4. (Optional) From the Actions tab, add the step of your choice to the No branch of the split. In this example, we'll let those contacts exit the workflow without taking further actions.
5. Set up the step.
6. Click Save.

Here’s what the final automation looks like:

You can keep adding steps to build a more complex automation, or activate it as it is.

Activate the automation

Once everything is set up, activate the automation:

1. In the top bar of the automation editor, click Activate automation.

2. (Optional) Activate the Re-entry after exit option to allow contacts who have exited the automation to re-enter the automation if they trigger it again.

3. Click Activate automation.
   

Your automation is now active. Contacts will enter it when they trigger the defined actions and will be assigned points. Once they reach a specific score, additional actions will be applied to them.

⏭️ What's next?

• Welcome Message - Send a series of welcome emails to new contacts
• Define and manage the audience entry and exit conditions for an automation

🤔 Have a question?

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