So you’ve got a bunch of leads coming into your CRM, and you’re tired of sorting through them by hand? You want to know who’s worth your time—and who can wait. Lead scoring can help, but only if you set it up right. This guide is for anyone using Evecalls who wants to spend less time guessing and more time closing deals.
Let’s be honest: most lead scoring advice is either too generic (“score based on engagement!”) or so complicated you’ll never actually use it. Here’s a real-world guide that’ll get you up and running, with tips on what actually matters—and what you can skip.
What is Lead Scoring, Really?
Quick refresher: lead scoring is a way to rank your leads so you know who to call first. You assign points based on things like what a lead does (opens emails, requests a demo) or who they are (job title, company size).
But here’s the thing: if you overthink it, you’ll just add noise. The whole point is to make your sales process less random.
Step 1: Get Clear on What Makes a Good Lead For You
Don’t start clicking around in Evecalls yet. First, think about what makes a lead “good” at your company. This isn’t one-size-fits-all.
Grab a notepad and jot down: - Who usually buys from you? (Industry, company size, role) - What actions tend to lead to a deal? (Booking a call, filling out a form, replying to an email) - Are there any obvious red flags? (Competitors, students, tire-kickers)
Pro Tip: If you’re not sure, look at your last 10 closed deals. What do they have in common? That’s your starting point.
Step 2: Map Out the Data You Actually Have
Evecalls can only score leads based on the data you feed it. If you don’t have someone’s job title, you can’t score on it. Don’t waste time building a scoring model around missing info.
Check what you’re already collecting: - Form fields (name, company, email, etc.) - Website activity (if you’ve integrated tracking) - Email opens/clicks (if using Evecalls’ email tools) - Call outcomes (if using Evecalls for outbound calls)
Anything you don’t track, just ignore for now. You can always get fancier later.
Step 3: Decide What to Score (and What Not to Score)
Now you’ve got your wish list and your reality. Time to make choices.
Typical things to score: - Demographics: Job title, company size, industry - Behavior: Opened a key email, replied to a campaign, booked a meeting, visited pricing page - Source: Came from a webinar, referral, ad, etc.
What to skip: - Super-granular stuff (like “clicked on our About page”) that doesn’t really move the needle - Data you don’t have, or that’s always blank
Honest Take: It’s better to score 3-5 high-impact things than 15 random ones. More variables = more confusion.
Step 4: Set Up Lead Scoring Rules in Evecalls
Now the rubber meets the road. Log into Evecalls and head to the Lead Scoring section.
How to Set Up (as of early 2024):
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Go to Settings
Find “Lead Scoring” in your Evecalls dashboard. If it’s not enabled, check your subscription tier—sometimes it’s a paid feature. -
Add Your First Rule
Click “Add Rule.” You’ll be prompted to pick a field (like “Industry” or “Email Clicked”). -
Assign Points
Decide how many points each action or attribute is worth. - Example: “Job Title = CEO” → +10 points
- “Opened demo email” → +5 points
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“Company size under 10” → -5 points
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Set Negative Scores
Use negative points for bad fits (like students, personal email domains, or competitors). -
Repeat for 3-5 Key Criteria
Don’t go wild. Start simple. You can always add more later. -
Save and Test
Save your scoring model. Look up a few real leads to see how the scores shake out—do your best leads float to the top?
Pro Tip: Evecalls’ scoring engine is mostly rule-based, not AI-driven. That means your setup is only as smart as your rules. Don’t expect magic.
Step 5: Test With Real Leads (and Tweak)
This is the step most people skip—and then wonder why their lead scores don’t make sense.
What to do: - Pull up a few recent deals (won and lost). - Look at their scores in your new system. - Ask: “Does this match reality?” If not, adjust the points.
Common mistakes: - Overweighting easy-to-get data (like “filled out any form”) and underweighting real buying signals (like “asked for a demo”). - Forgetting that some actions only matter in context. Visiting your homepage is nice, but it probably shouldn’t be +10 points.
Pro Tip: Don’t obsess over the “perfect” score. The goal is to make your call list smarter, not win a data science award.
Step 6: Train Your Team (Just Enough)
If you’re not the only one using Evecalls, now’s the time to clue in your team.
Share: - What the scores mean (“Above 20 = hot lead, 10-19 = worth a look, below 10 = low priority”) - How to use them day-to-day (filter your list, prioritize follow-ups, etc.) - What not to do (like trusting scores blindly—gut check always matters)
Keep it Short: No one reads a 10-page SOP. A quick Loom video or one-pager is plenty.
Step 7: Review and Iterate (Once a Month is Enough)
Lead scoring isn’t “set it and forget it.” Markets shift, your product changes, and what worked last quarter might get stale.
Once a month, check: - Are your “hot” leads actually closing? - Any patterns in what’s being overrated or overlooked? - Are reps ignoring the scores? (If so, ask why—they’re probably onto something.)
If you’re busy: Even a quarterly review is better than nothing. Just don’t let it rot.
What Works, What Doesn’t, and What to Ignore
What works: - Keeping it simple. Fewer, high-impact rules beat a complex mess. - Using actual buying signals, not vanity metrics. - Regular gut checks—does this match what you see in the real world?
What doesn’t: - Blindly copying someone else’s scoring model. - Overcomplicating with tons of data you don’t have. - Relying on lead scoring to replace talking to people (it’s just a filter, not a crystal ball).
Ignore: - Hype about “AI-powered” scoring unless you have tons of data and a data scientist on speed dial. - Fancy dashboards if they don’t change how you work day-to-day.
Final Thoughts: Keep it Simple, Keep it Honest
Lead scoring in Evecalls can save you a ton of time and make your sales process less of a guessing game. But don’t get sucked into overthinking it. Start with a handful of clear, sensible rules. Test them with real leads. Adjust as you go.
You’re not trying to build a rocket ship—just a smarter way to work your list. Keep it simple, make small tweaks, and trust your judgment over any score.
Now get out there and start closing.