If you’re tired of chasing every lead like it’s gold, but most turn out to be dead ends, it’s time to get serious about automated lead scoring. This guide is for sales and marketing folks who want to set up automatic lead scoring in Mote without getting bogged down in buzzwords or endless “strategy sessions.” I’ll walk you through the whole process, step by step—plus a few pro tips and honest warnings about what actually works (and what’s just hype).
Why bother with lead scoring in the first place?
Before we dive in, let’s be real: not every lead deserves your time. Automated lead scoring sorts the “just browsing” crowd from the ones who might actually buy—using data, not hunches. Set it up right, and you’ll close more deals with less busywork.
If your sales team is drowning in unqualified leads or you’re sick of watching good prospects slip through the cracks, this is for you.
Step 1: Get clear on what makes a lead “good” for you
Don’t even open Mote yet. If your definition of a hot lead is “someone who filled out a form,” you’re in for disappointment. Take 15 minutes to sketch out what actually matters:
- Demographics: Industry, company size, job title—whatever actually predicts a sale.
- Behavior: Website visits, email opens, downloaded resources, demo requests, etc.
- Engagement: How often are they interacting, and how recently?
Pro tip: If you haven’t closed many deals yet, start simple. You can always tweak your criteria as you gather more data.
Step 2: Map your data sources
Automated scoring is only as good as the data you feed it. Before you try wiring everything together in Mote, make a quick list:
- Where do your leads come from? (Forms, webinar signups, LinkedIn, etc.)
- Which tools hold important info? (CRM, email marketing, website analytics)
Reality check: If your data is scattered or unreliable, fix that first. Garbage in, garbage out.
Step 3: Set up your lead fields in Mote
Now, open up Mote and make sure it’s ready to track the stuff that actually matters to you.
- Go to your lead management or contacts section.
- Check if the fields you care about (industry, job title, recent activity) already exist.
- Add custom fields if you need them, but don’t overcomplicate things. Start with the basics.
Ignore: Fancy fields you “might use someday.” If you’re not scoring on it now, skip it.
Step 4: Define your scoring rules
This is where the magic happens—and where most setups go sideways. Mote lets you assign point values based on lead data and actions.
- Go to the lead scoring settings or automation area.
- For each criterion (e.g. “Job title = VP,” “Visited pricing page”), assign a point value.
- Make a list like:
- +10: Requested a demo
- +8: Company size > 100
- +5: Opened last 3 emails
- -5: Used a personal email address
- -10: Industry is a poor fit
Pro tip: Don’t get hung up on “perfect” point values. It’s better to start rough and adjust later based on what actually predicts sales.
What doesn’t work: Overweighting vanity actions (like “clicked a random link”). Focus on things that have actually led to deals in the past.
Step 5: Build automations to score leads as data comes in
Most of the power in Mote comes from setting up automations so you’re not stuck updating scores by hand.
- Set up triggers for each scoring event (form submissions, email engagement, etc.).
- Use Mote’s workflow builder or automation tools to assign points when those triggers happen.
- Test it: Run through a few scenarios with test leads to make sure your rules fire as expected.
Heads up: If you have integrations (like with your CRM or email tool), double-check that info syncs correctly. Integration glitches are the #1 source of scoring headaches.
Step 6: Set up thresholds and alerts
Lead scores are useless if you don’t act on them. Decide what score makes a lead “sales-ready”—and build alerts or automations so your team knows when to follow up.
- Pick a threshold (say, 30 points = hot lead).
- Create a workflow: When a lead crosses this score, notify the right person or move the lead to a new stage.
- Set up Slack/email alerts or assign leads automatically in Mote.
Pro tip: Review these thresholds after a month. If too many junk leads are coming through, raise the bar.
Step 7: Test, tweak, and ignore the hype
No lead scoring model is perfect on day one. The whole point is to save you time—so don’t overthink it.
- Watch what happens: Are your “hot leads” actually converting?
- Adjust point values and criteria if you’re missing good prospects or getting too much noise.
- Talk to your sales team. Are the leads better, or just more of the same?
What to ignore: Anyone promising “AI-powered perfect scoring out of the box.” Nobody’s model is magic. Real improvement comes from seeing what works for you and iterating.
Step 8: Keep it simple (for now)
It’s tempting to build super-complex models with 50+ criteria, but most teams see better results with a simple setup they actually use.
- Start with 3–5 main scoring rules.
- Review and adjust every month.
- Only add complexity if you’re consistently missing good leads—or letting bad ones through.
Remember, automated lead scoring is supposed to make your life easier, not turn into a full-time job.
Final thoughts: Don’t let perfect be the enemy of good
Automated lead scoring in Mote can save you hours and help your team focus on the right prospects. But don’t get stuck chasing the “perfect” model—start simple, see what works, and build from there. Iterate, learn, and don’t be afraid to ignore the hype.
The best lead scoring system is the one you’ll actually use. Keep it honest, keep it useful, and you’ll see the payoff.