If you spend more time sorting through bad leads than actually selling, this guide’s for you. Sales teams want to focus on real prospects, not spreadsheets and guesswork. Automating lead scoring in Canopy helps you prioritize the right people so you can stop wasting time on dead ends. You don’t need to be a data scientist or buy into hype—just follow these steps and keep it practical.
What is Automated Lead Scoring (and Why Bother)?
Here’s the short version: automated lead scoring uses rules or AI to assign a number to every lead, showing how likely they are to buy. High score = hot lead; low score = probably a waste of time.
Why automate it? - Manual scoring is slow and inconsistent. - Gut feel is overrated. The “this looks good to me” approach misses patterns. - Sales teams burn out chasing the wrong leads.
Tools like Canopy take the grunt work out of scoring. But don’t expect magic. It’ll only be as smart as the rules and data you give it.
Step 1: Get Clear on What Makes a Good Lead
Before you mess with settings, get your team on the same page. Figure out what “good” actually means for your business.
Do this first: - List traits of your best customers (industry, company size, budget, etc.). - Look at behavioral signals: Do they open emails? Visit key product pages? Book demos? - Talk to your closers—what patterns do they see in leads that actually convert?
Pro tip: If you can’t write down your “ideal customer profile” in a few bullet points, automate nothing yet. Garbage in, garbage out.
Step 2: Prep Your Data in Canopy
Canopy can only score what it sees. Make sure you’re capturing the right data:
Lead info: Name, company, email, job title, etc.
Behavioral data: Email opens, link clicks, demo signups, website activity.
Engagement: Notes from calls, meetings booked, replies.
How to get your data organized: - Import your existing leads into Canopy. Clean up duplicates and junk records. - Connect your email and CRM integrations. If Canopy can’t see the data, it can’t score it. - Map custom fields if you use them (industry, product interest, etc.).
Don’t get fancy. Start with the basics and layer in more data later.
Step 3: Decide on Your Scoring Model
Canopy offers two main approaches: rule-based scoring and (sometimes) AI/ML-powered scoring. Here’s what actually matters:
Rule-Based Scoring (Recommended Start)
You set up rules like “+10 points if company size > 100” or “+20 if they booked a demo.” It’s transparent, easy to tweak, and you’ll know exactly how scores are assigned.
Set up rules for: - Demographics (“Works at target company type = +15”) - Engagement (“Opened 3+ emails = +10”) - Actions (“Requested pricing = +30”) - Red flags (“Generic email address = -5”)
What works: Clear, simple rules you can explain to your boss.
What doesn’t: Getting lost in the weeds with 40+ rules. Start with 5–8 solid ones.
AI/ML-Based Scoring (If You’re Ready)
Some versions of Canopy offer machine learning scoring. It looks for patterns in your data and predicts which leads will convert.
Honest take: Unless you have a lot of clean, labeled data (hundreds or thousands of converted leads), AI models are usually just fancier guesswork. Use it to supplement, not replace, your core rules.
Step 4: Build and Test Your Scoring Rules
Let’s get into the actual setup.
- Go to Lead Scoring Settings: In Canopy, find the “Lead Scoring” or “Automation” section.
- Create Rules: Add your rules one by one. For each, set the trigger (e.g., “Job title contains ‘Director’”) and the points to add or subtract.
- Set Score Ranges: Define what makes a lead “hot,” “warm,” or “cold.” Example: 70+ = hot, 40–69 = warm, below 40 = cold.
- Test on Old Leads: Run your setup against past leads. Did your “hot” leads actually convert? Are you missing anyone?
- Tweak: Adjust scores and rules until the results feel right. Don’t get hung up on perfection.
Pro tip: Ask your sales reps to review the first batch of scored leads. Their feedback beats any dashboard.
Step 5: Automate Actions Based on Scores
The real value is in what happens next. Use Canopy’s automation to route, notify, or act on leads automatically.
Here’s what you can (and should) automate: - Assign hot leads to your best reps. - Trigger instant follow-up emails for high scorers. - Send cold leads to a nurture sequence. - Flag stale leads for review.
What to ignore: Over-automation. Don’t set up 15 different alerts or hand-offs. Start with one or two key actions.
Step 6: Review and Improve Every Month
Lead scoring isn’t “set it and forget it.” What works this quarter might flop next quarter.
Check each month: - Are your hot leads closing? - Are reps happy with the quality? - Any rules being gamed or backfiring?
Update your rules based on real outcomes, not wishful thinking. If you find that a certain action (like visiting your pricing page) is a stronger buying signal than expected, bump up its score. If job title isn’t as predictive, lower its weight.
Pro tip: Keep a changelog. When you tweak rules, jot down what you changed and why. It’ll save your skin later.
What to Watch Out For
- Don’t overcomplicate it. More rules ≠ better results. Keep it simple and build up.
- Don’t blindly trust automation. Check in with your team. If the system starts surfacing junk, fix it.
- Don’t ignore real conversations. Lead scoring is a tool, not the whole picture. Some great leads never fit the mold.
Keep It Simple, Iterate Often
Automating lead scoring in Canopy can save you hours and help your sales team focus on what matters. But don’t chase perfection or overthink it. Start with the basics, see what works, and keep tuning as you go. The best systems are simple, clear, and actually help humans do their jobs—not just tick a box for “digital transformation.”
Now, go set up your first rules, and let the dead leads sort themselves out.