This article will cover the following topics:

Our Lead Scoring add-on allows you to use both pre-defined and custom scoring criteria so your team can prioritise your best Leads. You can set up "Scoring Rules" based on field values, activities or emails for different types of Lead. The Lead Scoring widget shows both the overall score for each Lead and also how it is tracking against your "Lead Scoring" rules ⤵

NOTE: Lead scoring is a paid-for add-on for our Starter and Business Tier customers but is included in the subscription for new Enterprise and Unlimited customers.

Open any Lead to view details using the Lead Scoring widget. The widget displays the name of the Lead Scoring being applied to the Lead next to the gauge that shows where the Lead is sitting.

Next to that, and underneath the "Lead Scoring Name", is the "Score" and an arrow indicating how the Leads is trending vs the last time the score was calculated. The arrow shows a gain (upwards), unchanged (horizontal) or negative change (downward).

Below you’ll see the Lead Scoring rules being applied to this Lead with an arrow representing positive or negative points added ⤵

As your users work on and update the Lead by adding additional information or creating and completing activities or sending emails (depending on how your Scoring Rules are set up), the Lead Score will automatically update.

In this example, I’ve added a Contact — with a "Job Title" filled in on that Contact — to my Lead which has increased the score as another rule has now been met ⤵

Pipeliner Admins set up Lead Scoring from the Admin Module. Go to "Fields & Forms", choose "Leads" and then select the "Lead Scoring" tab. There will be a default set up named “Lead Scoring” which you cannot delete but can rename by clicking on the three dots icon and choosing "Edit" ⤵

Type in your new name and decide if the Lead Scoring should apply to all Leads or whether you want to apply a filter ⤵

You can choose, for example, a Lead Source from a dropdown field or a "Lead Type(s)" to apply this set of "Scoring Rules" to. Click on "Save" to apply your filter criteria ⤵

And then "Save" again to save your changes ⤵

Remember that you can have multiple Lead Scorings set up that apply to different sets of Leads. To add a new one, click on the "Create New" button ⤵

Name your Lead Scoring and add any filter criteria as before and then click “Create” ⤵

You do not need to ensure that your filter criteria exclude Leads that would have other scoring criteria applied. If more than one set of "Scoring Criteria" apply to a single Lead, they will be applied in "Priority" order as they appear in your list of Lead Scorings. You can change the priority order by dragging and dropping within the list ⤵

If you are using multiple Scorings, and more than one would apply to a single Lead, only the highest priority scoring will be used.

So, if you have Scoring for “Inbound Leads” and also Scoring for “Hot Leads” and a Lead is an Inbound Lead which is tagged as “Hot”, whichever Scoring is higher priority in your list will be applied. In the example below the “Hot Leads” Scoring would be used ⤵

"Edit", "Copy" or "Delete" your custom Lead Scoring by clicking on the "3 dots" icon ⤵

All Lead Scorings are made up of 2 parts: "Score Distribution" and "Rules".

The Scoring Rules are applied to each Lead and then the Leads are sorted and ranked with a percentage from "0-100%" in order. Each Lead will then fall into a percentile bracket as defined in your "Score Distribution" for the applied "Lead Scoring".

So, if a Lead meets the criteria for the “Inbound and Web Leads Scoring” to be applied, all Rules defined within that Scoring will be applied and the Lead gets a number of points based on which Rules are (or are not) met. That total Score is then ordered versus all other Leads that the “Inbound and Web Leads Scoring” has been applied to. If the Lead’s Score falls into the bottom "10%" of all scores it would sit in the bottom “Cold” percentile of "0% - 33%" ⤵

In the web application, this would show as the gauge pointing to the blue segment ⤵

You can adjust the percentiles by dragging and dropping the separators between each one ⤵

NOTE: You can also change the names of the "Scoring Categories" associated with the percentiles. Just click into the box and replace the value — change “Cold” to “Lowest Priority” for example.

Rules are the criteria against which each Lead is judged. Lead Scorings contain multiple rules and points are assigned to — or removed from — Leads depending how they evaluate against each Rule. The final points tally is the "Lead Score".

There are 3 types of Rules:

This type of rule checks if one — or more — fields, on the Lead itself but also on related records such as the linked "Primary Account" or "Primary Contact", satisfy the defined condition(s).

In this example, the condition is that the Lead Primary Contact’s "Job Title" is filled in. If this is true for a Lead, "10" points are allocated to that Lead’s Score. The "10" points is allocated “once” to each Lead where it applies ⤵

However, it is also possible to set up rules where the points from one field can be “multiplied by” the value in another field.

This examples shows a custom Rule “Lead is aging” where for each day that the Lead remains "Open", points are deducted based on "-1" multiplied by the number of days the Lead has been in the queue (“Days in queue” is the number of days since creation that a Lead has been open) ⤵

These rules are applied to Activities linked to the Lead with the selected "Status" will be scored.

This example shows a Rule “Completed Activity” which will allocate "10" points to each Lead with “successful” completed Calls linked to it — Activity Type is “Call” and "Call Outcome" is not “No Answer” or “Wrong Number” ⤵

NOTE: Each rule can have multiple defined conditions like this one i.e. that the activity has to be a Call "AND" also that the Call Outcome has to not be certain values. You can change to "OR" by changing the dropdown from “Apply to all” to “Apply to any” — it’s just like creating a custom filter in the web application.

This example would add "10" points to the Lead Score for each “successful” Call — the option “per Activity” has been chosen rather than “once”. If “once” was chosen, "10" points would be assigned for the first successful completed Call but further calls would not affect the score ⤵

This example also shows use of the concept of points “expiring” after a period of time. A successful Call made recently might qualify the Lead for a higher Score whereas one more than 1 month ago is not a good indicator of a high "Lead Score" ⤵

NOTE: Expiration is evaluated during each recalculation of Lead Scores.

These are similar to Activity Rules but look at the status of an email sent directly from Pipeliner (you will need to have an email integration to either Office 365 or Gmail to use Email Rules).

Points can be allocated to the Lead Score “once” or “per Email”.

This rule “Email Clicked” assigns "10" points to the Lead each time an email is clicked but those points expire if the click happened 1 month or more ago ⤵

You can choose from the following "Email Status" values ⤵

For every Lead:

The Lead is assigned to a percentile based on the following rules:

Actual Lead Scores: "10", "30", "40", "10", "20", "20" ⤵

If you have made significant changes to your "Lead Scoring Rules" and need to run a recalculation of all "Leads Scores" in the web application, click on the "Recalculate" button. When the process is complete, you’ll be notified by email ⤵

Two new system fields are added to Leads:

Both of these new fields can be used in the "List View", in "Reports" and can also be used in "Custom Filters" ⤵

You should only need to do this if you’ve purchased Lead Scoring. To use this feature, the first step is to request activation of the Lead Scoring add-on from the Automation Hub.

Using the “App Switcher”, select “Administration” and then click on the “Automation Hub” menu. Scroll down until you see the card for “Lead Scoring” and click on “Request” ⤵

The app will then display as “Add Pending”. Once the add-on has been paid for and one of the Pipeliner team has activated the feature for your subscription, it will then become available as an option in "Fields & Forms › Leads › Lead Scoring" in the Pipeliner Admin Module ⤵