Lead scoring
Lead scoring assigns each contact a numeric score from rules you define so your team can focus on the contacts most likely to convert.
Lead scoring is in beta. Rule types and scoring behavior may change before general release. Subscribe to the Informly changelog for updates.
Lead scoring gives each contact a single number that captures how interesting they are to your business. You define the rules; Informly does the math. A contact who fits your ideal customer profile and is actively engaging earns a high score, and your team can use that to decide who to call first.
Scores update in near real-time as new events come in, so the ranking reflects what's happening right now rather than what happened last week.
Configure your rules
Go to CRM → Lead scoring to manage the rules that determine each contact's score.
Rule types
Three families of rules are available. You can mix them freely.
| Rule type | Examples |
|---|---|
| Firmographic | Industry, company size, region. |
| Behavioral | Visited a pricing page, opened a campaign, downloaded a resource. |
| Engagement | Recent conversation, replied to email, mentioned a teammate. |
Each rule contributes positive or negative points to the contact's score. A firmographic match in your target industry might add 20. An engagement signal like "no reply in 60 days" might subtract 10.
How scoring runs
You add rules
Build the rules at CRM → Lead scoring. Each rule defines the condition and the points it contributes.
Events flow in
As contacts behave — opening campaigns, visiting pages, replying — those events flow into the scoring engine.
Scores recompute
Each affected contact's score recomputes in near real-time. The new score is visible on the contact record and in any saved view that shows the score column.
Use scores across the CRM
Scores are most useful when you act on them automatically:
- Saved views. Filter for "contacts with score > 80" to build a hot-leads list your sales team works first.
- Workflow conditions. Trigger a workflow when a score crosses a threshold — for example, notify the account owner the moment a contact passes 80.
- Reports. Group contacts by score buckets in reports to see how your top tier is growing.
Start with a small number of high-signal rules. A scoring model with five strong rules is usually more useful than one with thirty weak ones — and it's much easier to debug when a score looks wrong.
Tips
- Use negative rules. Penalizing contacts who haven't engaged in months keeps the top of your list current.
- Revisit your rules every quarter. The behaviors that signal a hot lead change as your product and market change.
- If a score looks wrong on one contact, the audit log tracks score changes so you can see which event tipped it.