If you're tired of wasting hours on “hot leads” who ghost you, this guide’s for you. We’ll walk through how to automate lead scoring with Gamma—from setting up the basics to making it actually work for B2B sales teams. You’ll skip the fluff, see what’s worth your time, and avoid the usual traps that make automated lead scoring more work than it should be.
Who should use this guide
- B2B sales teams who want to stop chasing dead ends.
- Sales ops or RevOps folks tasked with “fixing” lead flow.
- Anyone who’s heard “just automate it” one too many times.
If you’re expecting magic, look elsewhere. If you want a practical system that actually helps your team close more deals (or at least waste less time), read on.
Step 1: Get clear on what your best leads look like
Before you touch Gamma, you need to know what you’re actually scoring. This is where most teams mess up—they jump to fancy automation, but haven’t agreed on what a “good” lead is.
Do this first:
- Pull your last 50 deals. What did those leads have in common? (Industry? Company size? Job titles? Web behavior?)
- Talk to sales reps. Ask who’s a waste of time and who’s a slam dunk.
- Write it down. Make a list of “fit” signals (firmographics, demographics) and “behavior” signals (actions like downloads, demo requests).
Pro Tip: Skip the 10-point “ideal customer profile” PowerPoint. You just need a clear, working list.
Why this matters: If you don’t have a real-world definition of a good lead, no tool—Gamma included—will help. Garbage in, garbage out.
Step 2: Set up your data sources in Gamma
Now that you’ve got your criteria, it’s time to get your data into Gamma. The tool only works if it can see what your leads are doing.
In Gamma, you’ll want to:
- Connect your CRM (like Salesforce or HubSpot). This is non-negotiable.
- Pull in marketing automation data (e.g., from Marketo, Pardot, or Mailchimp). This is where behavior lives.
- Add enrichment tools (Clearbit, ZoomInfo, LinkedIn Sales Navigator, etc.) for extra firmographic data.
Skip this step? You’ll have an incomplete picture and your scores will be off.
Watch out for: - Duplicate records. It’ll mess with your scoring. - Messy or missing fields (especially company size and industry). Clean this up first, or be ready for some manual fixes.
Step 3: Build your scoring model (the smart way)
Gamma lets you set up scoring rules, but don’t just copy a template. Use your own list from Step 1.
How to set it up:
- Create “Fit” rules:
- Score company size, industry, job title, and location.
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Example: +10 for “Software” industry, +5 for 50-200 employees, -10 for students or interns.
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Add “Behavior” rules:
- Score website visits, downloads, webinar signups, email opens/clicks.
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Example: +10 for requesting a demo, +5 for attending a webinar, -5 for unsubscribing.
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Set thresholds:
- Decide what’s a “marketing qualified lead” (MQL) vs. “sales qualified lead” (SQL).
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Example: 50+ points = MQL, 80+ = SQL.
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Weight your scores:
- Not all actions are equal. A demo request should count way more than downloading a whitepaper.
Don’t overcomplicate it:
Start simple. You can always tweak later.
What to ignore:
- Vanity signals (e.g., opening a newsletter once).
- Social media likes (unless you’re selling to marketers who care about that).
Step 4: Test your scoring on real leads
Don’t launch this live yet. Gamma’s preview or sandbox mode is your friend.
Here’s what to do:
- Run your last 100 leads through the new model. See who gets flagged as “hot.”
- Gut check: Do the scores match your sales team’s instincts?
- Find false positives/negatives: Who’s scoring high but never closes? Who’s overlooked?
Ask sales to review:
Get real feedback, not just a thumbs up.
Common gotchas:
- Overweighting activity (you get lots of “hot” tire-kickers).
- Underweighting firmographics (you miss out on small companies that actually buy).
- Old data skewing results.
If your scores are way off, go back and adjust. No shame in iterating.
Step 5: Automate handoffs and alerts
Once the scores are working, set up automation so your team doesn’t have to babysit the dashboard.
In Gamma:
- Auto-assign leads: Push MQLs to the right sales reps or SDRs.
- Trigger notifications: Send Slack, Teams, or email alerts when a lead crosses your threshold.
- Sync with CRM: Update lead statuses automatically to keep everyone in the loop.
Why this helps:
No more “I didn’t see the hot lead come in” excuses. The right people know, fast.
Caution:
Don’t over-notify your team. If every lead triggers an alert, people will start ignoring them.
Step 6: Review and iterate (seriously, don’t skip this)
Lead scoring isn’t “set it and forget it.” Markets shift, your ICP changes, and behavior signals get stale.
Every quarter (at least):
- Pull win/loss reports. Did your scoring predict who actually closed?
- Ask sales for feedback. What’s slipping through the cracks?
- Tweak weights and rules. If marketing is flooding sales with junk, dial it back.
Honest truth: Most teams never revisit their scoring. That’s why it stops working.
What works, what doesn’t, and what to ignore
What works: - Keeping your model simple and grounded in real sales data. - Tight integration between Gamma, your CRM, and marketing tools. - Regular feedback loops with sales.
What doesn’t: - Overly complicated scores with dozens of signals. - Blindly copying “best practice” templates from the internet. - Ignoring data hygiene—dirty data kills automated scoring.
Ignore: - Trendy signals that don’t matter for B2B (like “Instagram likes”). - Shiny features you don’t need. Focus on the basics first.
A few last tips
- Start small. You don’t need perfection to get value.
- Get buy-in from sales. If they don’t trust the scores, nobody will use them.
- Document your logic. When you need to fix it later (and you will), you’ll thank yourself.
Automating lead scoring in Gamma isn’t rocket science—but it does take some up-front work and a willingness to tweak as you go. Keep it lean, keep it real, and don’t let the “automation” hype distract you from the basics. The smartest B2B teams treat lead scoring as a living system, not a one-time project. Get your hands dirty, and you’ll see results.