If you're running an enterprise go-to-market (GTM) team, you know lead scoring can make or break your pipeline. Done right, it means sales isn’t wasting time on dead ends, and marketing can actually prove its value. Done wrong, it’s just another spreadsheet no one trusts. If you’re looking to set up lead scoring in Jasper, this is your no-nonsense guide. No hype, no buzzwords—just the real steps and a few warnings you won’t hear in vendor demos.
Let’s get right into it.
Why Bother With Lead Scoring in Jasper?
Let’s be honest: most enterprise sales teams have more leads than time. Lead scoring is supposed to help you focus, but only if it actually reflects what a “good” lead looks like for your business. Jasper promises to help you automate and scale this process, but don’t expect magic. It’s a tool, not a crystal ball. You’ll still need to roll up your sleeves.
Who should read this? - GTM leaders and sales ops folks using Jasper for B2B or complex sales - Teams tired of “gut feel” lead triage - Anyone actually responsible for pipeline quality (not just reporting on it)
Step 1: Get Clear on What “Qualified” Means for You
Before you even log in, decide what a qualified lead really means for your team. This isn’t one-size-fits-all.
Ask yourself: - What traits do our best customers share? (Industry, company size, job title, location) - What actions matter? (Demo requests, content downloads, repeat site visits) - What’s not a good signal? (Random eBook downloads, junior roles, students)
Pro tip:
Don’t just copy someone else’s list or the default Jasper template. Grab your best AE and your most skeptical SDR—ask them what actually matters.
Step 2: Audit Your Data (This Part’s Not Fun, But Don’t Skip It)
Jasper’s scoring only works if your data isn’t garbage. Before building rules, take a hard look at what’s coming in.
Check: - Are fields like “Industry,” “Job Title,” and “Company Size” reliable and mostly filled out? - Are you tracking key behaviors (web visits, email opens, event attendance) in a way Jasper can actually use? - Are there duplicates or junk leads flooding your system?
If your CRM’s a mess, fix the basics first. No software can compensate for missing or bad data. If you skip this step, your scores will be worse than useless—they’ll be misleading.
Step 3: Map Out Your Lead Scoring Model on Paper First
Before touching Jasper, sketch your scoring logic with pen and paper (or a whiteboard, if you’re fancy).
Break it into two parts: - Demographic/Firmographic: Who is the lead? (e.g., CMO at a 500+ person SaaS company) - Behavioral: What have they done? (e.g., attended a webinar, visited pricing page)
Assign rough points to each:
- +20 for Director+ title
- +15 for $50M+ revenue
- +10 for demo request
- -10 for competitor email domain
- etc.
Why bother?
This makes it way easier to spot overlaps, gaps, or things that just don’t make sense before you’re wrestling with software settings.
Step 4: Set Up Your Scoring Criteria in Jasper
Now, finally, we jump into Jasper. The specifics may change as Jasper updates, but the basics hold up.
In Jasper:
1. Navigate to Lead Scoring: Usually under the “Automation” or “Scoring” section.
2. Create a New Scoring Model: Name it something obvious (e.g., “Enterprise GTM 2024”).
3. Add Demographic Criteria:
- Use “Field equals/contains” logic for things like job titles, industry, company size.
- Assign points based on your paper model.
4. Add Behavioral Criteria:
- Use triggers like “Visited pricing page,” “Filled out demo form,” “Opened 3+ emails.”
- Weight these actions based on how close they get someone to buying.
5. Set Negative Scores:
- Take away points for disqualifiers, e.g., personal email addresses, competitors, students.
Don’t overcomplicate it out of the gate.
Start with 5-7 criteria, not 20. It’s easier to add nuance once you see how it’s working.
Step 5: Test Your Model—Don’t Just Trust the Numbers
This is where most teams mess up: they launch a scoring model and assume it’s working because the dashboard says so.
Here’s what to do: - Pick 20–30 leads from different segments—high scorers, low scorers, and a few in the middle. - Ask reps: “Does this score match your gut feel?” - Look for obvious false positives/negatives. If “junk” leads are scoring high, figure out why. - Adjust point values and rules, then re-test.
Pro tip:
Don’t treat your model as precious. If something’s not working, kill it fast and try again.
Step 6: Automate Workflows Based on Lead Score
Scoring’s pointless if it doesn’t change how your team works.
In Jasper, set up automations:
- High-scoring leads:
- Route straight to sales or assign to your best reps.
- Trigger personalized follow-up sequences.
- Medium scorers:
- Nurture with targeted content.
- Maybe a human touch, maybe not.
- Low scorers:
- Drop into long-term nurture or dump them entirely.
Don’t bother:
With overcomplicated branching or “if this, then that” chains for every possible score. Start simple. You can always layer on more later.
Step 7: Track, Tweak, Repeat
No lead scoring model is perfect out of the box. Set a calendar reminder to review your model every quarter at minimum.
What to watch: - Are high scorers converting at a higher rate? - Are reps actually working the right leads? - Is marketing gaming the system somehow? (It happens.)
If the answer to any of these is no, revisit your assumptions.
Don’t let the model get stale—businesses change, and so do the signals that matter.
Real Talk: What Works, What Doesn’t, What to Ignore
What Works
- Simple, transparent models: If reps can’t understand why a lead scored high, they won’t trust it.
- Regular feedback loops: Actually ask your sales team if the scores line up with reality.
- Data hygiene: Bad data = bad scoring, no matter what Jasper promises.
What Doesn’t
- Copy-pasting someone else’s scoring model: Your business is different. Don’t be lazy.
- Set-it-and-forget-it: Scoring is not a “one and done” project.
- Overweighting “vanity” behaviors: Downloading a whitepaper doesn’t mean someone’s ready to buy.
What to Ignore
- Vendor hype about “AI-powered” scoring: If you don’t understand how a score is calculated, don’t trust it—especially for enterprise deals.
- Every possible data point: Focus on the few signals that actually matter. Most “big data” is just noise.
Wrapping Up: Keep It Simple, Iterate Often
Lead scoring in Jasper can help your GTM team focus on the right prospects—but only if you keep it grounded in reality. Don’t chase every shiny feature or overcomplicate things. Start simple, test ruthlessly, and tweak as you go. The best scoring models are the ones your team actually uses and trusts. That’s what moves the needle.