Step by step guide to setting up lead scoring in Kwanzoo for B2B campaigns

If you’re running B2B campaigns and tired of chasing dead-end leads, you’ve probably heard about lead scoring. You might even be using it—sort of. But if you’re here, you want to actually set up lead scoring in Kwanzoo and get it working for your team, not just check a box for your boss or sales. This guide is for marketers and sales folks who want a clear, real-world walkthrough—no theory, no marketing fluff.

Below, I’ll break down the steps, flag the stuff that matters, and call out what’s skippable. Let’s get your lead scoring live and actually useful.

Why bother with lead scoring in Kwanzoo?

Let’s keep it real: B2B lead lists are full of tire-kickers. Lead scoring helps you stop wasting time on “contacts” who’ll never buy, so you can focus on leads with real potential. Kwanzoo’s lead scoring isn’t magic, but when set up well, it filters out noise and highlights the good stuff. If you’re using Kwanzoo for display ads, retargeting, or landing pages, lead scoring ties all your signals together—so you’re not just guessing who’s worth a call.

What you’ll need before you start

Don’t jump in cold. Make sure you’ve got:

  • Admin access to your Kwanzoo account
  • Clear idea of what a “good” lead looks like (talk to sales if you haven’t)
  • Access to your CRM or marketing automation (Marketo, Salesforce, HubSpot, etc.)
  • A cup of coffee, maybe

Step 1: Set your B2B lead scoring goals

Before you start clicking around Kwanzoo, nail down what you want to score for. Otherwise, you’ll just end up with a fancy dashboard and no results.

Ask yourself: - Who’s your ideal customer profile? (Company size, industry, job title) - What behaviors matter? (e.g., downloaded a whitepaper, visited pricing page, requested a demo) - What’s a “hot” lead vs. a “warm” one?

Pro tip: Don’t try to score everything. Start with 3–5 signals that sales actually cares about. You can always add more later.

Step 2: Map out your data sources

Kwanzoo can track a bunch of signals, but only if you feed it the right data. Figure out:

  • Which forms and landing pages are collecting info
  • What ad clicks and website visits you want to track
  • Which CRM or MAP fields need updating with scores

If you’re running anonymous campaigns (no form fills yet), you’ll need to focus on company-level signals until you identify the person.

Step 3: Access Kwanzoo’s lead scoring setup

Here’s how to find the lead scoring settings in Kwanzoo:

  1. Log in to Kwanzoo.
  2. Go to the Account or Admin section (depends on your version).
  3. Look for a tab called Lead Scoring, Scoring Models, or something similar. (If you don’t see it, you may need to enable the feature or contact support.)

Note: Kwanzoo’s UI isn’t winning any awards for beauty, but it gets the job done.

Step 4: Build your scoring model

This is the meat of the setup. Don’t overthink it—keep it simple at first.

1. Define profile (fit) criteria

These are the “who they are” factors: - Company size - Industry - Job title or function - Country or region

Assign points to each. For example: - Director+ title: +10 - 500+ employees: +10 - Target industry: +15

2. Define behavioral criteria

This is “what they do”: - Visited product or pricing page: +10 - Clicked an ad: +5 - Opened a follow-up email: +3 - Requested a demo: +20

Don’t: Assign points for fluffy stuff like “visited our homepage”—unless your sales team says that really matters.

3. Decide on negative scoring

Dock points for: - Unsubscribes: -10 - Bounced emails: -20 - Job titles like “student”: -15

4. Set threshold scores

Pick the score where a lead becomes “sales-ready.” Don’t set this too low. Your sales team will thank you for not flooding them with junk.

Pro tip: Write down your rules somewhere outside Kwanzoo (like a Google Doc). You’ll want a record of what you did, so you’re not guessing when you need to tweak later.

Step 5: Configure scoring rules in Kwanzoo

Now, add your rules to Kwanzoo:

  1. In the lead scoring section, create a new scoring model (or edit the default).
  2. Add attributes for profile criteria. Set point values for each.
  3. Add behavioral triggers. These might sync from your website, emails, or ad campaigns—check what’s available in your setup.
  4. Set up negative scores if the platform supports it.
  5. Define your “sales-ready” threshold. Some teams use a simple “A/B/C” grading; others just pick a number (e.g., 50 points).

Heads up: Kwanzoo’s lead scoring is only as good as your data. If your CRM is full of blanks, your scores will be, too.

Step 6: Connect Kwanzoo to your CRM or MAP

Lead scoring is pointless if sales never sees it. Sync your scores out:

  1. Go to Integrations in Kwanzoo.
  2. Choose your CRM (Salesforce, HubSpot, Marketo, etc.).
  3. Map the “Lead Score” field in Kwanzoo to the equivalent field in your CRM.
  4. Test it. Create a dummy lead, trigger some actions, and make sure the score updates in your CRM.

Pro tip: If your CRM or MAP doesn’t have a lead score field, create a custom field. Don’t try to wedge it into a random notes field.

Step 7: Test your scoring setup

Don’t assume it’s right the first time. Run through real-world scenarios:

  • Fill out a form as if you were a target lead. Does the score update?
  • Click ads, visit pages, and open emails. Are points being added as expected?
  • Try being a “bad” lead (wrong industry, unsubscribes). Are points subtracted?

What to watch out for: - Scores not updating (usually a sync or mapping issue) - Duplicate leads getting different scores - Sales not seeing the score in their view

Step 8: Get sales feedback and adjust

This is where most setups flop. Don’t just launch and forget.

  • Show sales the scoring in action. Ask: “Does this match who you want to talk to?”
  • Adjust point values or criteria based on their feedback.
  • Watch what happens with “hot” leads—are they actually closing, or just filling out forms?

Ignore: Fancy dashboards and charts, especially in the first month. Focus on whether sales is getting better leads.

Step 9: Maintain and improve

Nobody nails it on day one. Set a monthly reminder to:

  • Review your top leads—are they converting?
  • Talk to sales about junk leads slipping through
  • Add or remove scoring rules as your campaigns change

Kwanzoo makes this pretty painless, but only if you actually do it.

What works, what doesn’t, and what to skip

Works well: - Using both profile and behavior in your scoring - Syncing score to CRM so sales can see it - Starting simple and adjusting over time

Doesn’t work: - Overcomplicating with too many rules - Scoring based on vanity metrics (e.g., social follows, random pageviews) - Ignoring sales feedback

Skip: - Building detailed scoring models before you have real-world data - Chasing “AI” scoring features unless your basics are rock solid

Keep it simple. Iterate often.

Lead scoring in Kwanzoo isn’t rocket science, but it’s easy to overthink. Start with a basic model, make sure sales actually sees and trusts the scores, and tweak as you go. If you’re stuck, strip it back to the essentials—good leads, clear signals, and an easy sync to your CRM. The rest is just noise.