If you’re drowning in leads but only a handful ever turn into real sales, you’re not alone. Most teams burn time chasing low-quality leads because their scoring model is either too basic or too optimistic. This guide is for sales and marketing folks who want to actually increase conversions—not just make pretty dashboards. We’ll walk through how to build and tune lead scoring models in Verse, cut through the hype, and get practical about what works and what doesn’t.
Why Bother With Lead Scoring in the First Place?
Let’s be clear: not all leads are worth your time. A good lead scoring model helps you focus on the ones that might actually buy—so you don’t waste hours on the tire-kickers. If you’re using Verse, you already know it’s built to qualify and nurture leads, but the magic is in how you score them. Do it right, and you’ll:
- Get sales talking to the right people, faster
- Cut down on wasted conversations
- Actually improve conversion rates (not just activity metrics)
But—and this is important—no model is perfect out of the gate. The best ones are simple to start and evolve over time.
Step 1: Get Your Data in Order
Before you even think about assigning scores, you need clean, reliable data. Garbage in, garbage out.
What matters: - Accurate contact info (email, phone, etc.) - Lead source (where did they come from?) - Engagement metrics (opened emails, replied, booked a call) - Demographics (company size, job title, location)
What to ignore: - Vanity data (social media followers, unless you’re selling influencer services) - Overly granular metrics (don’t score on things you can’t actually use)
Pro Tip:
If your CRM or Verse integration is messy, fix that first. Lead scoring built on bad data will just create more problems down the line.
Step 2: Define What a “Good” Lead Looks Like
You can’t score leads if you don’t know what you’re looking for. Get sales and marketing in a room (or a Slack channel) and answer:
- Who buys from us, really? (Titles, industries, company sizes)
- What actions do high-converting leads take?
- What are the instant dealbreakers? (Wrong country, student emails, etc.)
Write down your “ideal” lead profile and the red flags. This becomes your scoring blueprint.
Don’t overthink it:
A handful of clear, measurable traits is enough to start. You can always add nuance later.
Step 3: Build Your First Scoring Model in Verse
Now, let’s get practical about setting up lead scoring in Verse.
A. List Your Scoring Criteria
Most effective models use a mix of:
- Demographic fit: Title, company size, budget
- Behavioral signals: Email opens, replies, demo requests, downloads
- Disqualifiers: Generic emails, no budget, out-of-territory
B. Assign Points (Keep It Simple)
Don’t get lost in the weeds assigning 0.7 points for niche behaviors. Start with round numbers, like:
- +10: Correct title (e.g., VP, Director)
- +8: Company size in your target range
- +5: Reply to a Verse message
- +5: Booked a call
- -10: Wrong region
- -15: Obvious spam/disqualifier
Pro Tip:
If you’re not sure how to weigh something, ask: “Would this make us more likely to close a deal?” If yes, give it more points.
C. Set Up the Model in Verse
Verse lets you set up custom scoring rules. Here’s a quick way to get started:
- Head to the Lead Scoring settings in your Verse dashboard.
- Add criteria using dropdowns (e.g., “Job Title contains ‘Manager’ = +10”).
- Set up negative scores for disqualifiers (e.g., “Email ends with ‘.edu’ = -10”).
- Save and apply the model.
What to ignore:
Don’t bother with 20+ criteria. You’ll just end up with noise and analysis paralysis. Five to seven criteria is plenty to start.
Step 4: Align Scoring With Real Sales Outcomes
Here’s where most teams go wrong: they set up lead scoring, then never check if it actually predicts who becomes a customer.
How to reality-check your model:
- After a month, pull a list of leads scored “hot.” How many converted?
- Compare with “cold” leads. Any surprises?
- Ask sales: are the high-scoring leads actually good, or are they just busy?
If your scores don’t match reality:
Don’t be afraid to change the model. It’s not set in stone—and nobody gets it perfect on the first try.
Step 5: Keep Tuning (But Don’t Go Overboard)
Lead scoring isn’t a crockpot you “set and forget.” But it also doesn’t need daily tweaks.
Every 4-6 weeks: - Review top-scoring leads that didn’t convert—what did you miss? - Check for any scoring inflation (all leads scoring high = model is broken) - Refine weights or remove useless criteria
What works: - Regular feedback from sales - Simple models that everyone understands
What doesn’t: - Overcomplicating things with AI or “predictive” scores unless you have thousands of leads and a data science team (spoiler: most don’t) - Ignoring feedback because “the system says so”
Step 6: Automate Next Steps Based on Scores
The real value in lead scoring is what you do with it.
- High score: Route to a live sales rep ASAP
- Medium score: Keep nurturing with automated follow-ups
- Low score: Let Verse handle them quietly, or drop them
Set up these automations in Verse so you’re not relying on someone to “check the dashboard” every day.
Pro Tip:
If your team ignores the scores, ask them why. Sometimes, the process—not the model—is the problem.
Step 7: Don’t Chase Perfection
Here’s the honest truth: No lead scoring model will ever be perfect. The goal isn’t to find the magic formula—it’s to give your team a better shot at focusing where it matters.
- Start simple
- Test and tweak
- Trust your gut (and your sales team’s feedback)
If you spend more time building your scoring model than talking to leads, you’re missing the point.
Final Thoughts
Getting lead scoring right in Verse isn’t rocket science—it’s about clarity, action, and common sense. Don’t get lost in the hype or overcomplicate things. Start with a clear definition of a good lead, use simple criteria, and make sure the model matches reality. Keep it honest, revisit every month or so, and let your results (not your software) guide the way.
Remember: The best lead scoring model is the one your team actually uses—and that helps you close more deals. Start simple, improve as you go, and don’t be afraid to toss what doesn’t work.