How to implement a good lead scoring process for your business
Posted: Tue Feb 18, 2025 4:18 am
Now that you've identified the key actions your contacts take before becoming customers, it's time to put your lead scoring model into action!
Assign points to actions in marketing automation processes
If you are a Brevo user, you must start by clicking on the "Contacts" section followed by "Settings" and finally on "Attributes and CRM". Create a contact attribute "SCORE".
Once you've done this, you need to determine which actions modify a contact's score and by how many points.
Start by creating processes for each of the three phases of the buying cycle.
In each of them, create starting points that correspond to each key action of the luxembourg phone number list phase. If you want this action to modify the lead score, add a step to the process and select “ Modify a contact attribute ”.
Select the “SCORE” attribute that you previously created and indicate the number of points with which the corresponding action will modify the score.
If you follow this method, remember to check the box that allows contacts to perform the process more than once.
This will ensure that they receive points for all actions they perform in the category.
Dynamic segmentation lists with lead scoring
What is dynamic segmentation?
Dynamic segmentation involves using marketing automation to group contacts into lists defined by specific characteristics or actions, so that your real-time marketing emails are better targeted to your recipients.
You can create dynamic segmentation using different methods (specific actions, contact attributes, etc.) and lead scoring is one of them. In fact, it is one of its most popular uses.
Once you've created your lead scoring model, you can use each contact's scoring attribute to decide which list to add them to . This will allow you to send email campaigns that are much more tailored to your readers.
Example:
In the example above, when a contact reaches a score above 40, they are added to the “qualified leads” list.
For more information on how to create these processes in Brevo, check out our detailed tutorial .
Create segmented contact lists
As we just mentioned, you can use the lead scoring attribute to automatically add your contacts to segmented lists based on their level of interest in your product or service.
To do this, you simply need to assign a point range to each lead category. Here is an example:
New prospects: Scores < 20
Curious Prospects: Scores from 20 – 49
Interested Prospects: Scores of 50 – 80
Purchase-Ready Prospects: Scores > 80
Once you've defined these parameters, you can set up your segmentation process to add users to the appropriate list.
Don’t forget to include a “reset” for your leads’ scores if they start to show a lack of interest after receiving more targeted emails from your company. You can set a condition that they have interacted with your email campaigns within a certain time period (for example, the last 30 days).
Other uses of lead scoring
We've talked a lot about using lead scoring for dynamic segmentation, but it can also be used for other purposes that are worth mentioning:
Send a specific email or SMS instantly (or after a predetermined period of time).
Set a specific score for an action that is important to your goals and to track the engagement of specific contacts (for example, those who click on a newsletter).
Find the most suitable prospects to target with your ads on platforms like Facebook and Twitter.
Assign points to actions in marketing automation processes
If you are a Brevo user, you must start by clicking on the "Contacts" section followed by "Settings" and finally on "Attributes and CRM". Create a contact attribute "SCORE".
Once you've done this, you need to determine which actions modify a contact's score and by how many points.
Start by creating processes for each of the three phases of the buying cycle.
In each of them, create starting points that correspond to each key action of the luxembourg phone number list phase. If you want this action to modify the lead score, add a step to the process and select “ Modify a contact attribute ”.
Select the “SCORE” attribute that you previously created and indicate the number of points with which the corresponding action will modify the score.
If you follow this method, remember to check the box that allows contacts to perform the process more than once.
This will ensure that they receive points for all actions they perform in the category.
Dynamic segmentation lists with lead scoring
What is dynamic segmentation?
Dynamic segmentation involves using marketing automation to group contacts into lists defined by specific characteristics or actions, so that your real-time marketing emails are better targeted to your recipients.
You can create dynamic segmentation using different methods (specific actions, contact attributes, etc.) and lead scoring is one of them. In fact, it is one of its most popular uses.
Once you've created your lead scoring model, you can use each contact's scoring attribute to decide which list to add them to . This will allow you to send email campaigns that are much more tailored to your readers.
Example:
In the example above, when a contact reaches a score above 40, they are added to the “qualified leads” list.
For more information on how to create these processes in Brevo, check out our detailed tutorial .
Create segmented contact lists
As we just mentioned, you can use the lead scoring attribute to automatically add your contacts to segmented lists based on their level of interest in your product or service.
To do this, you simply need to assign a point range to each lead category. Here is an example:
New prospects: Scores < 20
Curious Prospects: Scores from 20 – 49
Interested Prospects: Scores of 50 – 80
Purchase-Ready Prospects: Scores > 80
Once you've defined these parameters, you can set up your segmentation process to add users to the appropriate list.
Don’t forget to include a “reset” for your leads’ scores if they start to show a lack of interest after receiving more targeted emails from your company. You can set a condition that they have interacted with your email campaigns within a certain time period (for example, the last 30 days).
Other uses of lead scoring
We've talked a lot about using lead scoring for dynamic segmentation, but it can also be used for other purposes that are worth mentioning:
Send a specific email or SMS instantly (or after a predetermined period of time).
Set a specific score for an action that is important to your goals and to track the engagement of specific contacts (for example, those who click on a newsletter).
Find the most suitable prospects to target with your ads on platforms like Facebook and Twitter.