Think your sales team is spending too much time chasing dead ends? You’re not alone. B2B marketers have a ton of data, but actually using it to qualify leads — and hand off only the good ones — is another story. If you’re using Influ2 and you want a practical, no-B.S. way to automate lead qualification based on real engagement, you’re in the right place.
Let’s cut through the fluff and get straight to what works.
What is Influ2 Engagement, and Why Should You Care?
First, a quick primer. Influ2 is a person-based ad platform for B2B. That means you can target specific people — not just companies — and track exactly who’s clicking, visiting, or ignoring your ads.
The key here is engagement signals: things like ad views, clicks, website visits, repeated sessions, and dwell time. These signals help you figure out who’s actually paying attention. The pitch is, if you automate tracking this stuff, you can filter out time-wasters and focus on the buyers who matter.
Does it work? Yes, if you set it up right. No, if you just drown in vanity metrics. The trick is using engagement signals as real qualifying data, not just “nice to know” reports.
Step 1: Get Clear on What a Qualified Lead Looks Like
Don’t automate chaos. Before you set up anything, define what “qualified” actually means for your team. Here’s what to consider:
- Job title and seniority. Don’t bother with junior folks unless they’re real buyers.
- Company fit. Are they in your target industry, size, or region?
- Engagement threshold. What actions actually signal interest? (More on this next.)
Pro tip: Talk to your sales folks. They’ll tell you which leads are a waste of time, and which ones always end up buying.
Step 2: Map Influ2 Engagement Signals to Lead Scoring
Influ2 tracks a bunch of behaviors. Not all of them matter equally. Here’s the breakdown:
- Impressions: Did your ad show up in front of someone? Meh. Good for brand, but not a buying signal on its own.
- Clicks: Better. Shows curiosity, but could be accidental.
- Website visits from ad: Now we’re talking. Means they cared enough to leave LinkedIn/Facebook and check you out.
- Multiple sessions/return visits: This is gold. If someone comes back, they’re thinking.
- Time on site/pages viewed: The longer they stick around, the more interested they are.
Build your scoring like this:
- Ignore impressions.
- Give low points for single clicks.
- Give more points for visits and double that if they come back again.
- Bonus points if they visit high-intent pages (pricing, demo request, product details).
Example basic scoring (tweak for your business):
| Action | Points | |-------------------------------|--------| | Clicked ad | 5 | | Visited website | 10 | | Returned for 2nd+ session | 15 | | Visited pricing/demo page | 20 | | Time on site >2 min | 10 |
Set a threshold (say, 30+ points = “qualified”) and see how it maps to real opportunities over a few weeks.
Step 3: Connect Influ2 to Your CRM or Marketing Automation
Manual data entry kills automation fast. You want Influ2 signals to flow into your CRM (like Salesforce, HubSpot) or MAP (like Marketo) automatically.
How to do it:
- Native integrations: Influ2 has direct integrations with Salesforce, HubSpot, Marketo, and a few others. Set these up in the platform’s settings.
- Zapier or Make: If your tools aren’t supported natively, use Zapier or Make to pass engagement data into your CRM or email tool.
- CSV export/import: Worst case, export engagement data as a CSV and upload it regularly. Not fun, but it works if you’re stuck.
What fields to bring over? - Person details (name, email, company, job title) - Engagement score (calculated in Influ2 or your CRM) - Most recent/highest-value action (e.g., “visited pricing page”)
Don’t overthink it. Just get the meaningful data where your sales team actually looks.
Step 4: Set Up Automated Lead Routing and Alerts
Now that you’ve got scores and data in your CRM, it’s time to actually use them. Here’s what works:
- Auto-assign high-scoring leads: Use CRM rules to assign “qualified” leads directly to the right salesperson, based on territory or product line.
- Send instant alerts: Trigger an email or Slack message to reps when someone crosses your engagement threshold.
- Update lead status automatically: Change lead status from “nurture” to “hot” based on real behavior, not guesswork.
What to skip: - Don’t alert reps for every click. That’s just noise. - Don’t create dozens of lead statuses. Keep it simple: “unqualified,” “nurture,” “qualified,” “contacted.”
Step 5: Test, Tune, and Don’t Get Fooled by Vanity Metrics
Automation is not “set and forget.” Watch how your new system works in the real world:
- Spot check: Are “qualified” leads really good? If not, adjust your scoring.
- Talk to sales: Are they seeing better conversations? Or are you flooding them with junk?
- Ignore the fluff: High impression counts or click-through rates don’t matter if no one’s buying.
What works: - Focusing on repeated, high-intent actions (like return visits, demo page views). - Regular feedback loops between marketing and sales.
What doesn’t: - Overcomplicating your scoring. - Confusing activity with intent.
Pro Tips and Honest Takes
- Don’t chase every signal. Not all engagement is created equal. Focus on quality, not quantity.
- Automate, but keep a human in the loop. Sometimes the best leads don’t fit your rules perfectly.
- Don’t be afraid to “disqualify” quickly. The faster you stop wasting time, the more you can focus on real buyers.
- Review every month. Tweak your scoring and process. Markets and buyer behavior change.
Keep it Simple, Iterate, and Don’t Buy the Hype
Automating lead qualification with Influ2 engagement signals can save your team a ton of time — if you focus on the signals that matter and keep the process simple. Don’t let yourself drown in dashboards or chase after every click. Set up a basic system, get feedback from your sales team, and keep adjusting.
Remember: The goal isn’t perfect automation. It’s just to stop wasting time and get in front of the buyers who are actually interested. Start small, keep it honest, and you’ll get there.