If you’re running a B2B sales team, you know chasing every lead is a waste of time. The trick is to spot the good ones—fast. That’s where lead scoring comes in. But if you’re tired of spreadsheets and guesswork, Luna’s automated lead scoring can help you cut through the noise. This guide walks you through setting it up, what actually matters, and how to avoid the usual headaches. If you want to spend less time sorting and more time selling, you’re in the right place.
Why bother with automated lead scoring?
Manually reviewing every inbound lead is a drag. Plus, most reps end up making snap judgments based on gut feel. That’s risky and inconsistent. Automated lead scoring gives you:
- Consistency: Everyone’s working from the same playbook.
- Speed: The best leads get to your reps first, before the competition.
- Focus: You stop wasting time on tire-kickers.
But—honest moment—it’s not magic. Automated scoring is only as good as the rules and data you feed it. If you treat it like a set-and-forget miracle, you’ll just automate the same old mistakes.
Step 1: Get your data in order
Before you touch any settings in Luna, make sure your data house isn’t a mess. Luna can’t score what it can’t see.
What you need: - A clear CRM or lead list with cleaned-up fields (no duplicate companies, messy job titles, or missing emails). - Agreement on what a “qualified” lead actually is. You’d be amazed how fuzzy this can be.
Pro tip:
If your sales and marketing teams can’t agree on your ideal customer, don’t bother with lead scoring yet. Go have that argument first—it’ll save you a lot of headaches.
Step 2: Connect your CRM and sources
Luna can pull in leads from your CRM, website forms, and other tools. The more sources, the better—if you actually use them.
- Go to Luna’s Integrations settings.
- Connect your CRM (Salesforce, HubSpot, Pipedrive, etc.).
- Add any other lead sources you care about—website forms, LinkedIn, whatever makes sense.
What works:
Using just one or two key sources is fine. Don’t connect every tool under the sun just because you can. More noise = more junk leads.
Step 3: Define your scoring criteria
This is where most teams overthink things. You don’t need 20 variables and a PhD in data science. Stick to the basics:
Typical scoring factors: - Firmographics: Company size, industry, location. - Role: Seniority, department. - Engagement: Email opens, page visits, webinar attendance. - Fit: Do they match your ideal customer profile?
How to set scores: - In Luna, go to Lead Scoring Settings. - Pick your criteria. Assign points based on importance. - Example: CEO at a 500+ employee company = +20 points - Opened your last three emails = +10 points - Generic gmail address = -5 points
Pro tips: - Start simple: 3-5 criteria is plenty to begin with. - Ignore “vanity” signals (like someone downloading a random whitepaper). Focus on actions that actually lead to sales in your past deals.
Step 4: Set up automation rules
You want Luna to do the sorting and flag the leads that matter. Here’s how to make that happen:
- In Luna, create automation rules tied to your scoring.
- Example: “If lead score is 40+, assign to senior rep and send Slack alert.”
- “If score is under 20, send to nurture sequence or ignore.”
- Review Luna’s default rules, but don’t assume they fit your business. Tweak or delete as needed.
What to watch out for: - Don’t auto-assign every high score to your top rep. Spread the love (and avoid burnout). - Avoid over-complicated branching. The more rules you add, the more chances for stuff to break or go ignored.
Step 5: Test your scoring logic
Here’s where most teams skip ahead and regret it later.
- Run a batch of recent leads through the new scoring system.
- Compare the results to your gut or past sales data.
- Ask: Are the “hot” leads really the ones that close? Are junk leads getting high scores?
If things look off: - Adjust your scoring weights. - Drop or add criteria. - Rinse and repeat until it mostly lines up with reality.
Pro tip:
Perfect is the enemy of good. If your best leads are showing up at the top 70% of the time, you’re on the right track. Don’t chase 100% accuracy—it’s a mirage.
Step 6: Roll it out to your team
Once you’re happy with the scoring, let your sales reps in on the secret. But keep it simple:
- Show them where to see lead scores in Luna.
- Explain what the numbers mean, and how to prioritize.
- Make sure they know scoring isn’t gospel—just a tool. Sometimes your gut will still beat the algorithm.
What works:
Give your team a cheat sheet: “Score above 40? Call now. Score 20–39? Add to nurture. Below 20? Ignore.” Don’t make them hunt for rules.
Step 7: Review and tweak (repeat forever)
Lead scoring isn’t a crockpot. You don’t set it and forget it. Check in monthly (or quarterly, if you’re slammed):
- Are the right leads closing?
- Are reps ignoring high-scoring leads? If so, why?
- Is marketing sending a ton of low-quality junk? (It happens.)
Make changes as your product, market, or sales process evolves. What worked six months ago might be off today.
Common pitfalls (and how to dodge them)
- Too many criteria: More isn’t better. You’ll just confuse the system (and your team).
- Bad data: Garbage in, garbage out. If you’re missing key info, your scoring will be way off.
- No feedback loop: If you never review results, your scoring will quickly get stale.
- Blind trust in automation: Use scoring as a guide, not a replacement for human judgment.
What’s worth your time (and what’s not)
Worth it: - Spending time nailing your ideal customer profile. - Reviewing your scoring logic with sales and marketing together. - Keeping things simple and focused on real buying signals.
Not worth it: - Chasing every new feature Luna releases unless it solves a real problem. - Over-engineering your scoring model with dozens of variables. - Trying to make scoring replace actual conversations with leads.
Keep it simple, tweak as you go
Automated lead scoring in Luna can help your B2B sales team cut through the noise and focus on real opportunities. But don’t get caught up in the hype or complexity. Start simple, test often, and tweak as you learn. The goal isn’t a perfect score—it’s more closed deals and less wasted time. That’s it. Now go set it up and see what happens.