So you want to stop wasting time on tire-kickers and start focusing on leads that might actually buy. Smart move. Automated lead scoring is supposed to help with that—but let’s be honest, most folks set it up once, then forget about it, or make it way more complicated than it needs to be.
This guide is for anyone who’s using Enecto and wants to actually use lead scoring to get better results. I’ll walk you through the setup, call out what matters (and what doesn’t), and help you avoid the usual traps.
What is Lead Scoring, Really?
Quick reality check: lead scoring sounds fancy, but it’s just a way to automatically put a number on how likely someone is to become a customer. You assign points for stuff you think matters—like opening emails, visiting your pricing page, or working at a certain type of company. Then you use that score to decide who to call, what to send, or who to ignore politely.
Here’s the thing: no system is magic. You’ll need to tweak it as you learn what actually works for your business. Don’t expect perfection on day one.
Step 1: Map Out What Makes a Good Lead (Before Touching Enecto)
Don’t just rush into Enecto and click around. Spend 15 minutes (seriously, set a timer) thinking about what signals a good lead for your business:
- Firmographics: Industry, company size, job title—do your best customers have anything in common?
- Behavior: What do the best leads do before buying? Download a whitepaper? Visit your pricing page 3 times? Book a demo?
- Red flags: Are there actions or traits that usually mean a lead is a dead end?
Write this down somewhere you’ll see it. It doesn’t have to be perfect. The point is to avoid scoring what’s easy instead of what matters.
Pro tip: If you have sales data, look at your last 10 won deals. What did those leads do differently?
Step 2: Get Your Data in Order
Lead scoring is only as good as your data. Garbage in, garbage out. Enecto pulls in data from your website, forms, CRM, and sometimes enrichment tools. Make sure:
- Your website tracking is working. (Test it—visit your own site in an incognito window and see if the visit shows up in Enecto.)
- Forms are sending data to Enecto, with useful fields (email, job title, company, etc.)
- Any integrations (like Salesforce or HubSpot) are connected and syncing.
If something’s missing, fix that first. Otherwise, your scores will be off from the start.
Step 3: Set Up Basic Lead Scoring in Enecto
Now, let’s get into Enecto. Most people overthink this. Start simple:
- Log in to Enecto.
- Go to the “Lead Scoring” section (usually under Automation or Contacts).
- Click “Create New Scoring Rule” or similar.
Define Your Criteria
Here’s where you set what gets points. Use your notes from Step 1. Some examples:
- Visited pricing page: +10 points
- Submitted a demo request: +25 points
- Opened 3+ emails: +5 points
- From target industry: +10 points
- Job title contains ‘VP’ or ‘Director’: +10 points
- Company size > 100 employees: +5 points
- Gmail/yahoo email address: –10 points (often not a real business contact)
You can usually set both positive and negative scores. Don’t go overboard—stick to 3–6 main rules to start. You can always adjust later.
Test With Sample Leads
Before going live, run a few sample leads through the scoring. Does it make sense? Are “good” leads actually scoring higher, or did something weird happen? If the worst leads are getting top scores, tweak your weights.
What to ignore: Don’t bother scoring for “clicked any link,” or super basic stuff like “visited homepage.” That’s just noise.
Step 4: Build Automated Workflows Based on Scores
Now, the fun part—using those scores to actually do something.
- Go to Enecto’s Workflow/Automation section.
- Set a trigger: “When lead score crosses X points…”
- Define what should happen. Some common (and useful) actions:
- Send an alert to sales
- Move the lead to a CRM pipeline
- Send a personalized email
- Tag the lead for further nurturing
Example: Route Hot Leads to Sales
- Trigger: Lead score >= 50
- Action: Assign to a sales rep and send them a Slack/email alert
- Action: Move lead to “Hot” pipeline in your CRM
- Optional: Send a warm intro email to the lead (not a hard sell—just a human touch)
Example: Nurture Lukewarm Leads
- Trigger: Lead score between 20–49
- Action: Add to a lead nurture email campaign
- Action: Tag for quarterly review
Don’t automate everything. You still need eyes on what’s coming through. But if you’re getting more leads than you can handle, this is how you make sure the good ones don’t get lost.
Pro tip: Set up a workflow to decrease scores if leads go cold (e.g., haven’t engaged in 30 days).
Step 5: Review and Tune Your Scoring Rules
Set a reminder to review your lead scoring every month (or at least every quarter). Here’s what to check:
- Are high-scoring leads actually converting?
- Are you missing good leads because your rules are too strict?
- Are sales complaining about “junk” leads? If so, ask for specifics.
Adjust your rules based on real feedback, not just gut feel.
What not to do: Don’t keep adding more and more rules. You’ll end up with a scoring spaghetti mess that’s impossible to debug.
Common Mistakes (and How to Dodge Them)
- Too many rules: You don’t need 20 different triggers. Focus on the ones that actually predict sales.
- Set-and-forget: Your business and buyers change. So should your scoring.
- Chasing vanity metrics: Just because someone opened 10 emails doesn’t mean they’re ready to buy.
- Ignoring negative signals: If someone unsubscribes or visits the “Careers” page, maybe don’t send them to sales.
Real Talk: When Lead Scoring Doesn’t Work
Sometimes, no matter how clever your rules, the leads just aren’t there—or buyers are unpredictable. That’s not Enecto’s fault. If your sales team is still chasing ghosts, it might be time to revisit your marketing or targeting.
Also, if you’re a tiny business with a handful of leads a week, lead scoring is probably overkill. Sometimes you just need to pick up the phone.
Keep It Simple and Iterate
You don’t need a PhD in predictive analytics to get value from lead scoring in Enecto. Start with a few basic rules, automate the obvious stuff, and pay attention to what happens. Tweak as you go. The aim is to save time and focus, not to build the world’s most perfect system.
Remember: automation is supposed to make your life easier—not give you another dashboard to babysit. Keep it simple, review often, and don’t be afraid to throw out what isn’t working. That’s how you actually win.