If you’re sick of chasing dead-end leads or watching the good ones slip through the cracks, you’re not alone. Lead scoring and routing are two places where most teams lose a ton of time and opportunities. This guide is for anyone using Beautiful who wants to stop sorting leads by hand and actually get the right ones to the right people—without duct-taping five tools together or learning to code.
Here’s how to set up lead scoring and routing in Beautiful so you can spend less time sifting through inboxes and more time actually closing deals.
Step 1: Know What (and Who) You’re Scoring
Before you build anything, stop and ask: what actually makes a lead “good” for your business? This sounds basic, but most scoring systems end up being a mishmash of guesses, sales team opinions, and whatever’s easy to measure.
Start by: - Listing out the traits of your best customers (company size, industry, job title, budget, etc.) - Looking at your pipeline: Who turns into revenue quickly? Who wastes your time? - Talking to your sales team. (Yes, really. They’ll tell you what’s actually working.)
Don’t overcomplicate it. If you’re starting out, pick 3–5 criteria. You can always add later.
Pro tip: Ignore “vanity” fields like social media followers unless you’ve proven they matter for your sales.
Step 2: Set Up Your Lead Fields in Beautiful
You can’t score what you don’t track. In Beautiful, you’ll need to make sure all your scoring criteria are actually captured as fields on your lead records.
Do this: - Go to your Beautiful admin panel and check the default lead fields. - Add custom fields for anything missing (e.g., “Company Size,” “Industry,” “Budget,” “Requested Demo Date”). - Make fields required only if you absolutely can’t live without that info. Otherwise, you’ll just annoy people filling out your forms.
A quick reality check: If sales reps or marketing can’t easily fill in the blanks, your scoring system will break. Don’t make it a data-entry nightmare.
Step 3: Build Your Lead Scoring Model
Now the fun part: assigning points. Beautiful has built-in lead scoring logic, but you’ll need to customize it for your business.
How to set it up: 1. Go to Settings > Lead Scoring in Beautiful. 2. For each field, decide: - How important is this? (e.g., “Industry” might be worth 20 points, “Job Title” just 5.) - What values get what score? (Example: “VP” title = 10 points, “Intern” = 0.) 3. Set up negative scoring for red flags. (Example: “@gmail.com” emails: -10 points.)
Don’t trust the defaults. The out-of-the-box Beautiful scoring is generic. Make it fit your business, or you’ll just end up with a pile of “hot” leads who actually go nowhere.
Pro tip: If you’re not sure about weights, start simple and adjust after a few weeks. Better to be roughly right than precisely wrong.
Step 4: Automate Lead Capture Into Beautiful
If your leads are still coming in via spreadsheet, email, or sticky notes, stop reading and fix that first. Automation only works if everything starts in one place.
Common options: - Connect your web forms (via native integrations, Zapier, or API). - Sync with LinkedIn Lead Gen, Facebook Ads, or other sources. - Set up email parsing for inbound leads.
Check your setup: Test each source. Are all the fields coming across? Is anything breaking? Don’t assume—it’s usually messier than you think.
Step 5: Set Up Automated Lead Routing Rules
This is where you stop playing traffic cop and let Beautiful do the work.
How to route leads: 1. Go to Settings > Lead Routing. 2. Choose your routing logic. (Examples: “Round Robin,” “By Territory,” “By Score.”) 3. Set up rules based on your field data and lead score. (Example: Leads with score >60 go to senior reps; others go to SDRs.) 4. Set fallback rules for edge cases—because there’s always a weird one.
What works: - Keep initial rules simple. “Overcomplicated” is just “broken with extra steps.” - Use geography or product interest if your team specializes.
What to skip: - Don’t try to route leads based on “gut feel” criteria. If it’s not in a field, it can’t be automated. - Avoid sending every lead to everyone “just in case.” That’s chaos, not routing.
Step 6: Set Up Notifications (But Don’t Overdo It)
Automated routing is pointless if reps don’t see new leads. Beautiful lets you set up email, SMS, or in-app notifications.
Best practices: - Notify only the assigned rep or team—not the whole company. - Batch low-priority leads into a daily digest to avoid alert fatigue. - Use push notifications for high-score leads only.
Pro tip: Check notification settings quarterly. People ignore what they see too often.
Step 7: Review and Tweak—Relentlessly
No model is perfect out of the gate. The good news: Beautiful makes it easy to update scores and routing rules as you learn.
How to iterate: - Meet with sales monthly. Are the top-scored/routed leads actually closing? - Look for “false positives” (bad leads getting high scores) and “false negatives” (good leads slipping through). - Adjust point values and routing rules. Small changes can fix big problems.
What doesn’t work: “Set it and forget it.” Scoring and routing are living systems. If you never adjust, you’re leaving money on the table.
Step 8: Avoid These Common Pitfalls
Let’s be honest: Most failed lead automation projects fall into the same traps. Here’s what to watch out for:
- Trying to automate messy, incomplete data. If your database is junk, your scoring/routing will be too.
- Overcomplicating the model. More rules ≠ better results. Start simple.
- Ignoring sales feedback. Reps know which leads are duds. Listen to them.
- Over-notifying. If everyone gets every alert, nobody pays attention.
If you’re not sure you need a rule or a field, skip it. You can always add complexity later.
Wrap Up: Keep It Simple, Fix What’s Broken
Automating lead scoring and routing in Beautiful isn’t about building the fanciest system—it’s about making sure the best leads get to the right people, fast. Start with what matters most, automate the boring stuff, and keep checking in to make sure it’s actually working.
The best teams iterate constantly. Don’t wait for “perfect.” Ship something simple that works, see what breaks, and fix it. That’s how you actually win more deals and spend less time herding spreadsheets.
Now go set it up—and stop chasing junk leads.