Lead scoring in practice: whom to call first
When there are more leads than you can call, lead scoring sets an order: it gives points for every signal (a form, a click, an email open), and you call the one with the most points first. This article shows what kind of scoring works for a small team, and why points should expire.
Published: · Updated: · By the HelloCRM team
What is lead scoring, and when do you need it?
Lead scoring gives prospects points for what they do, so it is clear whom to contact first. The total ranks them.
With five leads a week you can call everyone, and scoring is not needed. It helps when the list is longer than the calls a day can hold. Suppose a language school in Szeged gets sixty enquiries in a week: scoring shows which ten people to call that same day. Scoring does not decide for you; it only shows where to start when there is not time for everyone.
What should you score, and how much should it count?
- A form filled in: strong intent.
- A click on a link to a pricing or product page.
- An email open: a weak signal, few points.
- A new deal or a logged activity: you have already spoken, which counts for more than a click.
HelloCRM's default rules: an email open is 1 point and a click 3 points (both expire after 90 days), a form submission 10 points, a page view 1 point (30 days), a new deal 15 points and a logged activity 2 points (180 days). An email only scores for its first open and its first click, so a message opened ten times does not jump to the top of the list. An administrator can edit the rules in Settings.
Why should points expire?
Details
A click six months ago says little today. When points expire, the list shows current interest, not who has clicked the most ever. In HelloCRM rules carry an expiry period, expired points are taken off overnight, and scoring is on by default.
The expiry period should match how much the signal says. A page view goes stale quickly, so under the default rule it lapses after 30 days; a form filled in or a new deal means someone really acted, so by default these have no expiry at all.
What do you do with the score?
Details
- A dynamic list of contacts with at least a given score, which updates itself (Lists module).
- An automation that creates a call task when a contact reaches a score (Automations module).
- New leads can be shared out among colleagues by a rota (round robin), so they do not all land on one person.
- The call window records whether you reached the person and books the follow-up call.
A score sets an order; it is not a verdict. After a month, look back: did the high-scoring leads really buy more often? If not, adjust the rules rather than stopping the calls.
What mistakes should you avoid with scoring?
Details
- Too many rules: if nobody understands why a score is high, nobody trusts it.
- Every signal counts the same: an email open and a filled-in quote request are not the same thing.
- Points never expire: the list shows last year's interest.
- The score replaces the conversation: a call that gets answered tells you more than any score.
For a small team the default rules are a good starting point. Leave them alone for the first few weeks; first see who rises to the top of the list, and whether they really are the people to start the day with. If one signal keeps misleading you, lower its points before adding any new rule.
Where to read on
Questions
Do I have to switch scoring on?
No: in HelloCRM it is on by default, with default rules.
Who can edit the rules?
An administrator, in Settings, where each rule shows its default beside it.
How much is an email open worth?
By default 1 point, for 90 days. It is a weak signal, so it earns few points.
Is scoring enough on its own?
No: scoring sets an order; the call and the agreed next step make the decision.