Lead scoring helps you identify your hottest leads, by adding a score to each contact in your CRM, based on their web visits and email engagement.

How to set up Lead scoring  

You’ll find the options you’re looking for under the Lead scoring menu item.

By default, Lead scoring is disabled for every account. If you'd like to enable it, you can simply tick the box to start sending lead score data to your CRM. If for some reason you'd like to disable it again, just untick the box and Outfunnel will stop sending lead score data.

Next, you need to tell Outfunnel what scores to send to your CRM, and when they expire. Outfunnel attributes a score for each of the following actions:

  • Page visits

  • Email opens

  • Email clicks

How you score each of these activities is entirely up to you. By default, Outfunnel gives the most value to page visits and the least to email opens: The default scoring is: 10 points to a page view, 3 points to an email click, and 1 point for an email open.

There are lots of lead scoring models out there, but if you need some guidance on what type of engagement constitutes a stronger buying signal feel free to reach out. In general, we’d suggest to attribute the highest score to Page visits, then email clicks, then email opens.

You can then choose whether those points expire over time – after all there is a lot of evidence that points to buyer interest decaying over time. Your options here are:

  • 30 days

  • 60 days

  • 90 days

  • 180 days

  • 360 days

  • Never

If you choose to have an expiry time, every individual action’s score will be removed from the total after the given time. If you choose “Never” the points will never expire.

Syncing lead scores to CRM contacts

Now that you’ve told Outfunnel how many points each interaction is worth, and when they expire, click Save to save your settings.

Once it’s live, the next time you send a tracked email to one of your contacts, Outfunnel will not only record when they open it, but you’ll also see a score for that email open. And every other tracked interaction, too.

Outfunnel automatically creates and continuously updates a custom field for each person, called “Lead score”.

In your CRM, it will look something like this:

Lead scoring in Pipedrive

Lead scoring in Copper

Now that the score is safely in your CRM, you or your sales team can use this to filter contacts based on their score, and focus on the highest-scoring leads first, taking away the guesswork and saving time.

Using page visits to score leads

To get the most from Outfunnel’s lead scoring feature you’ll need to enable web visitor tracking for your site if you haven’t already. 

To do this, simply click Web tracking in the top menu. If your web tracking is already active you’ll see Web tracking active at the top of the page, if not go ahead and copy your web tracking code:

Go ahead and add it to every page of your site (that you want to track visits on). If your site is WordPress-based, check out the Outfunnel WordPress plugin to make this step even easier.

Now that you’ve activated web tracking (you have, right?) it’s time to enable and configure the lead scoring automation in Outfunnel.

You’ll find the options you’re looking for under Lead scoring and web tracking in the Connections dashboard. Click Configure then let’s take a look at what Outfunnel syncs to your CRM.

Other stuff

  • We’ll be adding more advanced lead scoring options soon, allowing you to give a score to specific pages on your site, like say the pricing or features page, or even specific emails and links within emails

  • Your lead score in Outfunnel will be updated instantly and will be synced automatically to your CRM once every 8 hours.

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