Automated lead scoring sounds great—until you spend all that time setting it up, only to find your sales team still ignoring the “hot” leads. If you’re tired of manual handoffs, inconsistent scoring, or just not knowing which leads are actually worth your team’s time, this guide is for you.
Here’s how to build an automated lead scoring workflow inside Unifygtm that’s actually useful—and won’t take a full-time admin to maintain. I’ll walk through the setup, share what’s worth your time, and flag what to skip.
Who Should Read This?
- Sales or RevOps folks who need to clean up a messy handoff between marketing and sales
- Anyone using Unifygtm and wondering if their lead scoring could be smarter or more automated
- Teams who want a workflow that’s flexible but not a total headache to manage
Step 1: Nail Down What “Good” Looks Like
Before you touch a single workflow, get clear on what a “good” lead actually means for your sales team.
Don’t skip this. If your scoring model is just “whoever fills out a form,” you’ll end up with a pile of junk leads marked as “hot.”
What to Do:
- Ask sales: What actually makes a lead worth calling? (E.g., company size, job title, recent activity)
- Look at your data: Which leads have actually closed in the past? What did they do before buying?
- Draw a line: Decide which behaviors or attributes matter, and which are just noise.
Pro tip: Don’t overcomplicate this. Three to five clear criteria beat a 20-factor scoring model nobody trusts.
Step 2: Map Out Your Scoring Criteria
Now, translate those “good lead” qualities into something Unifygtm can actually measure.
Common scoring factors:
- Firmographics: Company size, industry, revenue, location
- Demographics: Job title, seniority, department
- Behavior: Website visits, downloads, email opens, webinar signups
- Engagement: Replies, meetings booked, time spent on site
What Usually Works:
- Recent, high-intent actions: Think “requested demo” beats “read a blog post.”
- Relevant job titles: Make sure you’re not flagging interns as hot leads.
- Company fit: Is this someone you’d actually sell to?
What to Ignore:
- Vanity metrics: Just because someone clicked an email doesn’t mean they’re buying.
- Too many signals: If only a spreadsheet can explain your score, nobody will trust it.
Step 3: Set Up Lead Scoring Rules in Unifygtm
Now, jump into Unifygtm. Their scoring engine is built to be flexible, but don’t get lost in the weeds.
How to Do It:
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Go to the Lead Scoring section
In Unifygtm, this is usually under “Automation” or “Lead Management.” If you don’t see it, check permissions. -
Create a new scoring model
Name it something obvious, like “2024 Lead Score.” -
Add your criteria
For each factor, assign a point value. For example: - “Requested demo” = +30 points
- “VP or above” = +15 points
-
“Company size > 500” = +10 points
-
Set negative scores for bad fits
If you know certain industries or job titles are dead ends, assign negative points (“Student” = -20). -
Define scoring thresholds
Decide what score equals “Hot,” “Warm,” or “Ignore for now.”
E.g., Hot = 40+, Warm = 20–39, Cold = <20. -
Save and activate
Make sure your model is active. Test with a few leads to see if it’s working as expected.
Honest take: If you’re spending more time debating “should a whitepaper download be 7 or 8 points?” you’re missing the forest for the trees. Get a simple model live—you can tweak it later.
Step 4: Automate Lead Routing Based on Scores
Scoring is pointless unless it triggers something useful. In Unifygtm, you can use that score to automate who gets what.
Route Leads Automatically:
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Create workflows:
If Lead Score > 40 → assign to sales rep immediately
If 20–39 → send to nurture campaign
If <20 → log and ignore (or send a “thanks, but not now” email) -
Set up notifications:
Make sure reps actually see “hot” leads—Slack alerts, email, or tasks in your CRM. Don’t let them get buried. -
Integrate with your CRM:
Push lead score and status into Salesforce, HubSpot, or wherever your reps live.
(Unifygtm’s integrations are usually reliable, but test for field mapping headaches.)
What Works:
- Real-time routing: The faster leads get to sales, the better.
- Clear owner assignment: Don’t let hot leads sit unassigned.
What to Ignore:
- Overly complex flows: If you need a flowchart to explain your routing, it’ll break.
- Notifications nobody reads: If your reps ignore email, set up Slack or in-app alerts instead.
Step 5: Align with Sales—For Real
If sales doesn’t trust the scores, they’ll ignore them. Here’s how to keep everyone on the same page.
How to Do It:
- Demo the workflow: Show sales exactly how leads get scored and routed.
- Ask for feedback: What’s working? What’s not?
- Adjust scoring and routing rules: Don’t treat your first setup as gospel. Plan to review every month or quarter.
- Share results: Show which leads converted and which didn’t, so everyone can see what’s working.
Pro tip: Document your scoring rules somewhere everyone can see. If it’s a mystery, nobody will follow it.
Step 6: Test, Tweak, and Keep It Simple
Lead scoring is not “set it and forget it.” Even a good model needs adjusting.
Keep in Mind:
- Check the data: Are hot leads actually converting? If not, dig in and adjust.
- Don’t get fancy for the sake of it: More rules = more confusion. Only add complexity when you have proof it helps.
- Iterate: Small tweaks beat massive overhauls.
Watch Out For:
- Sales ignoring the process: Usually means your scoring is off or the workflow’s too clunky.
- “All leads are hot” syndrome: Lower your thresholds or tighten your criteria.
Quick Tips and Common Pitfalls
- Start simple: Three to five criteria is plenty to begin.
- Automate, but don’t disappear: Someone should still check the pipeline regularly.
- Communicate changes: If you tweak the scoring model, tell sales. Surprises = mistrust.
- Ignore “industry best practices” if they don’t fit your team: What works for someone else’s SaaS company may not work for yours.
Wrap Up: Keep It Real, Keep It Useful
Automating lead scoring in Unifygtm can save you hours and help your sales team focus on what actually matters. But don’t fall for fancy features or complicated setups you’ll never update. Start with a simple model, get feedback, and improve over time. The goal isn’t a perfect score—it’s a workflow your team actually uses.
Now, go build it, try it out, and if it’s not working, don’t be afraid to change it. Simple, honest, and always a work in progress—that’s how you win.