If your sales team is drowning in leads, you already know not all leads are created equal. Automated lead scoring can help you sort the tire-kickers from the buyers—if you set it up right. This guide is for sales managers, ops folks, and anyone who actually wants their team to spend less time guessing and more time closing. We’ll walk through setting up automated lead scoring workflows in Convrt, with a focus on what works (and doesn’t) in the real world.
Why Automated Lead Scoring? (And Why Most Teams Get It Wrong)
Lead scoring sounds great: feed your team only the best leads, let software do the sorting. In reality, most teams either overcomplicate it or never touch it again after the first setup. That’s a waste.
When done right, automated lead scoring in Convrt helps you: - Focus on leads that are more likely to close - Cut manual triage and follow-up time - Spot patterns in what makes a good lead for your business (not some generic B2B template)
But here’s the kicker: no model is perfect, and you’ll need to tweak it over time. Start simple. Avoid the “give every data point a score” trap.
Step 1: Get Clear About What a Good Lead Looks Like
Before you open up Convrt, grab your sales and marketing folks for a 20-minute gut-check. Don’t let this become a “define our ICP for Q4” meeting. You just need: - A basic list of traits your best customers share (e.g. industry, company size, budget, job title) - Key behaviors that show intent (e.g. booked a demo, opened 3+ emails, visited pricing page)
Write these down. If you can’t agree on the top 3-5, your lead scoring will be a mess.
Pro tip: Ignore the urge to use every bit of data you collect. More variables = more noise.
Step 2: Map Out Your Lead Data Sources
You can’t score what you can’t see. In Convrt, your scoring rules can use any data you’ve got on a lead: form fills, website visits, CRM fields, email engagement, and more.
- Check what’s flowing into Convrt: Are you syncing from your CRM? Importing from marketing tools? Double-check those connections first.
- Don’t overthink it: If you’re only reliably tracking email opens and demo requests, start there. You can always add more data later.
What to ignore: Don’t bother with vanity metrics. Unless “downloaded eBook #7” actually predicts sales for you, skip it.
Step 3: Set Up a Basic Lead Scoring Model in Convrt
Here’s where you get your hands dirty. Convrt lets you build scoring workflows using a rule-based system (no PhD required). You’ll assign points for attributes and actions, then use those scores to trigger automations.
3.1. Go to Lead Scoring Settings
- In Convrt, navigate to Automation > Lead Scoring.
- Click Create New Scoring Rule.
3.2. Add Attribute-Based Scores
These are facts about the lead: - Example: If “Company Size = 50-200,” add +10 points. - Example: If “Job Title contains ‘Director’ or ‘VP’,” add +5 points.
Stick to your top 3-5 attributes. Don’t get cute with 20 different rules.
3.3. Add Behavior-Based Scores
These are actions the lead takes: - Example: “Requested demo” = +20 points - Example: “Opened marketing email” = +2 points (but cap it at 3 opens) - Example: “Visited pricing page” = +10 points
Pro tip: Weight actions higher than demographics. What people do is more important than what their title says.
3.4. Subtract for Disqualifiers
Knock off points for red flags: - “Competitor email domain” = -100 points (just disqualify them) - “Unsubscribed from all emails” = -20 points - “Student email” = -15 points
Don’t be afraid to set some hard negatives.
3.5. Set Your Score Thresholds
Convrt lets you set score ranges for lead stages (e.g. Marketing Qualified Lead, Sales Accepted Lead).
- Set an initial threshold for what you’d call a “hot” lead—maybe 50 points to start.
- Mark “cold” or “disqualified” below a certain score (e.g. under 10).
You’ll adjust these later based on what actually works.
Step 4: Automate Actions Based on Lead Score
Now for the payoff. Convrt workflows let you trigger actions when a lead crosses a score threshold.
- Assign to sales rep: When score >50, auto-assign to a specific salesperson or round robin queue.
- Send internal notification: Email or Slack alert to the team when a hot lead comes in.
- Change CRM status: Automatically update lead status fields to “MQL” or “SQL.”
- Trigger nurture sequences: Lower-scoring leads can go straight into a drip campaign.
Set up one or two key automations to start—don’t try to automate your entire funnel at once.
What to skip: Don’t send every lead to sales. Let the score cut out the noise.
Step 5: Test Your Scoring—Then Watch and Adjust
This is the step most teams skip (and regret later).
- Run a sample batch: Take 50-100 recent leads, run them through your scoring model, and see if the “hot” ones actually turned into real opportunities.
- Get sales feedback: If reps say, “These leads are all junk,” your model’s off. Adjust weights or thresholds. Don’t be precious about your first setup.
- Check for bias: Are you accidentally favoring one industry or region too much? Tweak as needed.
Pro tip: Review your model every month for the first quarter, then quarterly after that. Lead quality—and your business—will change.
What Actually Works (and What Doesn’t)
Here’s the reality check:
- Simple models beat fancy ones. If you need a whiteboard to explain your scoring, it’s too complex.
- Behavior > demographics. People who take action are more likely to buy, regardless of their job title.
- Automations only help if sales trusts the score. Don’t go full autopilot—keep your team in the loop.
- Ignore vendor hype. No lead scoring tool will magically fix bad data or a weak sales process.
Common Pitfalls to Avoid
- Scoring everything. Just because you can assign points to “Downloaded Whitepaper #12” doesn’t mean you should.
- Never updating your model. Your market and ICP will change. So should your scoring.
- Letting marketing and sales argue over what “qualified” means. Get quick, practical alignment—don’t wait for consensus.
Wrapping Up: Keep It Simple, Iterate Fast
Automated lead scoring in Convrt isn’t magic, but it’s a real time-saver if you set it up with a clear head. Start with the basics, automate just enough to help your team, and revisit your model often. Don’t chase perfection—just help your reps spend more time closing and less time sorting. Then, improve as you go.
Most of all, remember: the best lead scoring workflow is the one your team actually uses. Keep things simple, pay attention to what’s working, and don’t be afraid to change it up.