Getting the right leads into your B2B pipeline isn’t magic—it’s just good systems and a little common sense. If you’re using Visitorinsites, you’ve probably realized it spits out a lot of visitor data. That’s nice, but unless you can separate the tire-kickers from the real prospects, you’re still stuck doing the same old guesswork. This guide’s for marketers and sales teams who are tired of chasing dead ends and want to set up custom lead scoring in Visitorinsites that actually helps you work smarter.
Why Custom Lead Scoring Matters (and Why Default Settings Don’t Cut It)
Most tools have a one-size-fits-all approach: “This person visited twice, so they must be hot!” Spoiler: not true. Default lead scores are usually too broad, or they reward the wrong behavior. Custom scoring lets you focus on what your best prospects actually do.
If you’re serious about B2B, you want to:
- Spot companies worth your time—not just any visitor.
- Prioritize based on real engagement, not vanity metrics.
- Cut the noise so sales isn’t wasting hours on cold leads.
Automated lead scoring can help, but only if you set it up the right way.
Step 1: Get Clear on What a “Good Lead” Actually Looks Like
Before touching any settings, talk with your sales team (or just look at your pipeline) and figure out:
- Which company types close most often? Consider firmographics: industry, company size, revenue, location.
- What actions show real intent? Downloading a whitepaper? Visiting pricing pages? Returning multiple times from the same IP?
- What’s a red flag? Sometimes lots of activity just means a competitor is snooping.
Pro Tip: Don’t overcomplicate your model. Three to five key behaviors are enough to start.
Step 2: Map Out Your Scoring Criteria
Make a quick list, like:
- +10 points: Visited pricing or demo page
- +7 points: Multiple visits in a week
- +5 points: Viewed “About Us” and “Careers” (signals research)
- +3 points: Downloaded a resource
- -10 points: Email address is a competitor domain
You want to reward the behaviors that actually correlate with sales. Ignore vanity stuff—like time spent on the blog—unless you have data that says otherwise.
Step 3: Log Into Visitorinsites and Find the Lead Scoring Settings
Visitorinsites updates its UI pretty often, but as of now you’ll find custom lead scoring under:
- Settings → Lead Scoring (sometimes under “Account” or “Automation” depending on your version).
If it isn’t obvious, check their help docs or ask support. Don’t waste 30 minutes clicking around—just get confirmation if you’re lost.
Step 4: Set Up Your Scoring Rules
Here’s where the rubber meets the road. Most platforms (including Visitorinsites) let you:
- Add a rule: Pick a trigger (like “Page Viewed” or “Company Industry”).
- Assign a point value: Based on the importance you mapped out.
- Set conditions: e.g., “Page contains ‘pricing’,” “Industry = SaaS,” or “Number of visits > 2.”
Example Setup:
-
Rule: Page contains “/pricing”
Score: +10 -
Rule: Industry = “Manufacturing”
Score: +7 -
Rule: Downloaded “2024 B2B Playbook”
Score: +3 -
Rule: Email domain matches “competitor.com”
Score: -10
Keep things simple at first. You’ll get more out of a short, accurate scorecard than a 20-rule Rube Goldberg machine.
Pro Tip: Most mistakes happen when you try to be too clever. If you’re not sure a behavior matters, leave it out until you have proof.
Step 5: Test and Calibrate
Don’t expect it to be perfect on day one. Pick a sample week, score your incoming leads, and see if the highest scorers actually look promising.
- Look for false positives: Are you flagging students, competitors, or bots?
- Are real buyers getting high scores? If not, tweak the values or add/remove rules.
Visitorinsites lets you export your leads with scores. Take a handful of “hot” leads and actually check them against your CRM. Are they the same folks your sales team is excited about? If not, adjust. Don’t get sentimental about your rules.
Step 6: Set Up Alerts and Integrations
Lead scoring isn’t worth much if nobody sees it. Here’s what to do next:
- Enable notifications: Most B2B teams want alerts when a lead crosses a certain score threshold. Don’t spam your reps—set this to a reasonable number.
- Integrate with your CRM: If you’re using Salesforce, HubSpot, or similar, set up an integration so scores flow right into your system. Visitorinsites usually supports these out of the box, but double-check mapping fields.
- Automate assignments: Some teams route high-scoring leads straight to sales. Start small—maybe just a Slack alert—and work your way up.
Warning: Automation is great, but don’t let it hide bad data. Check sample leads every week to make sure nothing weird is slipping through.
Step 7: Review and Tweak Monthly
Lead scoring is not “set it and forget it.” Your best leads six months ago might look totally different today. Block 30 minutes at the end of every month to:
- Look at the top-scoring leads and see if they’re closing.
- Ask sales which leads looked good on paper but flopped.
- Adjust scores, add or remove rules, and repeat.
What to Ignore: Fancy AI “intent” signals or third-party data overlays can be tempting, but often add more noise than value—unless you have a giant team and tons of closed-won data, stick to the basics.
Troubleshooting: Common Gotchas and How to Avoid Them
- Too Many Hot Leads: If everyone’s scoring high, your thresholds are too low or your rules are too broad.
- Not Enough Hot Leads: You might be too strict. Loosen up your criteria, but not so much that you’re back to square one.
- Weird Activity: If you see a sudden spike in scores from unexpected sources (like overseas traffic or bots), dig into your visitor logs and exclude those patterns.
Honest Take: No tool is perfect. Visitorinsites is solid for B2B, but it’s only as smart as your rules. Ignore the urge to automate everything overnight—start with a human sanity check.
Wrap-Up: Keep It Simple, Iterate Often
Custom lead scoring in Visitorinsites works best when you start small, focus on what matters, and check your results regularly. The goal isn’t to build a perfect model out of the gate—it’s to save your team time and help them focus on the right prospects. Simpler is almost always better. Set up a few key rules, watch what happens, and tweak as you go. You’ll get more value from that than chasing every new feature or buzzword.
Now, go actually put this in place—and if you’re not sure about a rule, leave it out. You can always add more later.