Lead scoring
Practice of assigning points to leads by behavior and profile, to prioritize the hottest ones and automate actions by score range.
Lead scoring is the practice of assigning points to leads based on behavior and profile, so that sellers prioritize the hottest ones and tools automate actions by score range.
How to score
| Behavior | Points |
|---|---|
| Opened conversation for the first time | +10 |
| Responded to the first message | +20 |
| Provided name and company | +15 |
| Requested a quote | +30 |
| Scheduled meeting/visit | +50 |
| Mentioned deadline ("I need it next week") | +25 |
| Mentioned budget ("I have up to R$X") | +25 |
| No response for 7 days | −20 |
| Said "I'm not interested" | −100 |
Action Tracks
- 0-30 points — cold lead. Automated nurturing.
- 30-70 points — MQL. Qualifying bot or human seller.
- 70+ points — SQL. Immediate notification to senior salesperson.
How to apply in tools like Zapext
Use numeric tags (tag:"score:50") or columns in Kanban by track. Configure automatic trigger: when a specific tag is applied (ex: "pediu_orcamento"), a rule adds points. Seller sees the Kanban ordered by score, prioritizes the top ones.
Common errors
- Arbitrary points with no basis in the funnel — starts with simple logic.
- Do not review every quarter — customer behavior changes.
- Do not decay points in time — hot lead 30 days ago is generally already cold.