If your B2B sales team is wading through a pile of website leads every week, you know the pain: not all leads are worth chasing. Lead scoring helps you stop wasting time on tire-kickers and focus on the visitors who are actually likely to buy. This guide walks you through setting up lead scoring in Visitor Queue so you can sort the gold from the noise, without drowning in over-complicated rules or salesy nonsense.
Why bother with lead scoring in Visitor Queue?
Let’s keep it real: Visitor Queue identifies companies visiting your site, but not every visitor is worth a call. Lead scoring helps you:
- Prioritize who to actually follow up with.
- Save your reps from wasting time on companies that’ll never buy.
- Get your best leads into your pipeline, faster.
If you’re just dumping all leads into your CRM, you’re making life harder than it needs to be.
Step 1: Clarify what a “good lead” looks like for your team
Before touching any software, get on the same page about your ideal customer. If you skip this, your lead scoring will be a mess.
Ask yourself: - What industries do we actually close deals in? - What company sizes are worth our time? - Are there any countries or regions we never sell into? - Do certain web pages (like pricing) mean a visitor is more serious?
Pro tip:
Don’t turn this into a three-hour meeting. Pick your top 2-3 must-have attributes, and move on. You can tweak later.
Step 2: Review what data Visitor Queue actually gives you
Visitor Queue doesn’t give you names or emails—it identifies the company, some firmographics, and their page visits. Here’s what you’ll typically get:
- Company name, website, and industry
- Company size (employees), revenue band (sometimes)
- Geographic location
- Pages viewed, visit frequency, referring source
What you don’t get: - Individual contact info (unless you integrate with something else) - Accurate intent signals beyond basic page visits (don’t read too much into “time on site,” for example)
Don’t overcomplicate your scoring by pretending you have more data than you do.
Step 3: Map your criteria to Visitor Queue’s filters
Now, turn your “good lead” definition into concrete filters and scoring rules.
Examples: - Industry: Only score high for industries you’ve actually sold to. - Company size: If you sell to midsize companies (say, 50–500 employees), make that a strong positive. - Page visits: Visiting your pricing or demo page is a good sign; visiting the blog, less so. - Location: Ignore visitors from countries you don’t serve.
What to ignore:
Don’t assign points for vanity metrics—like total pageviews or generic “engagement”—unless you know they predict sales.
Step 4: Set up custom lead scoring rules in Visitor Queue
Here’s how you actually do the thing:
- Log in to Visitor Queue.
- Go to the “Lead Scoring” or “Filters” section. (Label may vary depending on your plan.)
- Click “Create New Rule” or “Add Filter.”
- For each rule, set:
- The attribute (e.g., Industry, Company Size, Country, Page Visited)
- The value or range (e.g., “Software,” “100–500 employees,” “United States”)
- The score to assign (e.g., +10 for a match, -5 for a mismatch)
- Stack your rules. For example:
- +10 for target industry
- +7 for target company size
- +5 if they visited the pricing page
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-10 if they’re from outside your market
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Save your scoring setup. Give it a clear name like “2024 Sales ICP” so you remember what it’s for.
Pro tip:
Start simple. Too many rules just mean more noise. You can get fancy later, once you see what works.
Step 5: Test and gut-check your scoring
Before you unleash this on your sales team, run a sanity check:
- Look at the top-scoring leads from the last week. Are they actually good?
- Are any obvious duds getting high scores?
- If something looks off, tweak your rules.
Ask your sales team for feedback after a week. They’ll tell you if they’re still chasing junk.
Step 6: Set up alerts and workflows
Scoring is pointless if the right people don’t see the right leads.
- Set up notifications: Use Visitor Queue’s alerts or integrations (like Slack or email) to notify reps when a lead crosses your score threshold.
- Push to CRM: If you’re using a CRM (like HubSpot or Salesforce), connect it so qualified leads get pushed automatically.
- Assign owners: Make sure someone is actually responsible for following up.
Don’t overthink automation:
If your team is small, a simple daily email with top leads is often enough.
Step 7: Review and refine (don’t set and forget)
Lead scoring is not a crockpot—don’t “set it and forget it.” At least once a month:
- Check if your top-scored leads are converting.
- Ask your reps where the scoring is off.
- Adjust weights or criteria as needed.
If your sales team is ignoring the leads, your scoring model isn’t working. No shame—just tweak it.
What actually works (and what’s a waste of time)
Works: - Clear, simple scoring rules tied to your actual sales wins. - Routing only the best leads to your team. - Regular gut-checks with sales to refine what’s working.
Doesn’t work: - Overcomplicating with too many rules or “AI” add-ons. - Hoping Visitor Queue will magically find decision-makers (it won’t). - Ignoring the feedback loop with your reps.
Ignore these: - Vanity metrics like generic “engagement scores.” - Any advice that promises you’ll “never miss a deal again.” That’s never true.
Troubleshooting common headaches
Getting too many junk leads?
Tighten your filters. Be ruthless about industry, size, and geography.
Not enough leads making the cut?
Loosen up one variable at a time. Sometimes your “ideal customer profile” is too narrow.
Your team isn’t using the leads?
Ask why. Usually the rules are off, or the notifications are too noisy.
Data feels wrong or out of date?
Visitor Queue is only as good as the IP data it gets. No tool is perfect. Use it as a starting point, not gospel truth.
Keep it simple and keep improving
Lead scoring in Visitor Queue isn’t magic, and it’s not a one-time job. Get your basics right, check in with your sales team, and don’t be afraid to adjust. The simpler your rules, the easier it is to spot what’s working—and fix what’s not. Start small, focus on what matters, and you’ll spend a lot less time chasing the wrong leads.