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Not every lead is worth a sales call. This recipe scores your leads based on their behavior and firmographics, so your team spends time on the ones most likely to close.
Before you start: you need CRM contacts with email tracking, page visit tracking, and form submission data. If activity isn’t being logged, there’s nothing to score.

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Two Approaches

Rule-based

Hand-tuned point system. Transparent and adjustable.

AI-based

Let the AI score based on context. Less tuning, less transparency.

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Option 1: Rule-Based Scoring

Start with a simple additive model:
SignalPoints
Visited pricing page+20
Opened last 3 emails+15
Submitted a form+25
Company size > 50 employees+10
Role is Director or above+15
Responded to last cold email+30
Unsubscribed-50
No engagement in 30+ days-20
A score of 0-40 is cold, 41-74 is warm, 75+ is hot.

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Step 1: Create the Workflow

1

Open Workflows

Go to Workflows > New Workflow. Name it Lead Scoring.
2

Add a Schedule trigger

Set to every hour for near-real-time scoring, or daily if you don’t need fast turnaround.
3

Query leads to score

SELECT l.id, l.email, l.company, l.title, l.company_size,
       l.last_email_opened_at, l.last_page_visit_url, l.updated_at
FROM leads l
WHERE l.updated_at > now() - interval '1 hour'
   OR l.score IS NULL
This catches new leads and any with recent activity.

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Step 2: Compute the Score

Add a Code action (JavaScript) or a series of Condition steps. The code action is usually cleaner: 
let score = 0;

// Behavior
if (lead.visited_pricing_page) score += 20;
if (lead.emails_opened_recently >= 3) score += 15;
if (lead.form_submitted) score += 25;
if (lead.responded_to_cold_email) score += 30;

// Firmographics
if (lead.company_size > 50) score += 10;
if (['Director', 'VP', 'CEO', 'CTO'].some(t => lead.title?.includes(t))) score += 15;

// Penalties
if (lead.unsubscribed) score -= 50;
if (lead.days_since_activity > 30) score -= 20;

return Math.max(0, score);
Update the lead: 
UPDATE leads SET score = {{computed_score}}, scored_at = now() WHERE id = '{{item.id}}'

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Step 3: Route Hot Leads

1

Add a Condition step

{{computed_score}} >= 75
2

Move to Hot pipeline stage

Database update or CRM API call to change the lead’s stage.
3

Notify sales

Add a Slack message action. Send to #sales-hot-leads with the lead’s name, company, score, and why they’re hot (top 3 signals).
Don’t dump raw data — format the message so a rep can scan it in 2 seconds. Include a one-click link to open the lead in your CRM.

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Option 2: AI-Based Scoring

If you don’t want to hand-tune rules, let the AI do it. Add an AI Action in the workflow: 
Score this lead on a 1-100 scale based on likelihood to convert.

Company: {{item.company}}
Role: {{item.title}}
Company size: {{item.company_size}}
Recent activity: {{item.recent_activity}}
Last 5 pages visited: {{item.page_visits}}
Emails opened: {{item.emails_opened_count}} of {{item.emails_sent_count}}

Return only the number, no explanation.
Parse the response and save as lead.score. AI scoring works well when you have rich context per lead. It’s weaker when you need to explain why a score is what it is — reps sometimes want that transparency.

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Displaying Scores in the CRM

Show scores in your CRM contact list with color coding:
  • 75+ (Hot) — red/green badge, pinned at top
  • 41-74 (Warm) — yellow badge
  • 0-40 (Cold) — gray
Add a “Hot Leads” filter preset to the CRM so reps can jump to them instantly.

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Using Scores in Sequences

Route different messaging based on score:
  • Hot: immediate personal outreach from a rep, demo CTA
  • Warm: educational content, case studies
  • Cold: nurture sequence, drip campaign
See Cold Email for sequence setup.
Review your scoring model monthly. Pull a list of leads that actually closed and see what their scores were 30 days earlier. If the scores don’t predict closed deals, the weights are off — adjust until they do.

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Verify It Worked

  1. Pick a test lead with rich activity data
  2. Manually trigger the workflow
  3. Confirm the score column updated
  4. Check the stage moved if score crossed 75
  5. Confirm the Slack notification fired (if applicable)

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Troubleshooting

Event tracking isn’t firing. Verify page visits, email opens, and form submissions are being logged — visit a pricing page yourself, then query the events table. If nothing appears, fix tracking first. Scoring without data produces noise.
Threshold is too low. Raise the hot cutoff from 75 to 85 or 90. Alternative: tighten the point weights — visiting a pricing page once shouldn’t count the same as visiting five times over two weeks.
The scoring model doesn’t match your ICP. Pull 50 closed-won deals and 50 closed-lost deals. What signals differ? Rebuild the rules to emphasize those. Firmographics often matter more than behavior — company size and role are usually the strongest predictors.
You’re scoring on what you have, not what predicts. Add more tracked events (LinkedIn visits, document views, video watches) and more CRM fields (industry, tech stack, last funding round) to enrich scoring.
Only notify on transition to hot, not on every workflow run for a hot lead. Check the previous score:
{{previous_score}} < 75 AND {{computed_score}} >= 75

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What’s Next?

Cold Email Sequences

Route leads into sequences based on their score

CRM Contacts

Enrich leads with firmographic data for better scoring