Overview

Lead scoring gives every contact two numbers, so you can see at a glance who is worth your time. Fit says how well a contact matches the customers you want: their job title, their company, their country. Intent says how interested they are right now: the emails they click, the forms they send, the pages they visit.

Scores come from rules you write with the same conditions you use for segments. A contact gets a rule's points for as long as they match it, so scores rise and fall on their own as people act.

Fit and Intent

Each contact has a Fit score and an Intent score. They answer different questions, so keep their rules apart. Moving rules over from HubSpot? Here is how HubSpot lead scoring works, and how its fit and engagement scores map to these two.

A contact with high Fit and low Intent is a good prospect who hasn't shown up yet: nurture them. High Intent and low Fit is someone curious who probably won't buy. High on both is the lead to call today.

Set up lead scoring

Scoring is set for each audience, at Settings › CRM › Lead scoring. The tab appears once you've answered the audience's CRM setup questions on the same page.

The setup questions also add starting rules for you, matched to how you sell (see Starting rules), so most audiences begin with scores already working. You can change or remove any of them.

The card shows Fit and Intent side by side. Each has a switch to turn that score on or off, its rules with their points, and an Add rule button. Below them, a chart shows how your contacts' scores are spread, with the top contacts named.

Add a scoring rule

Saving rescores every contact in the audience: a few minutes for most audiences, longer for very large ones. Until it's done, the card counts down the contacts still waiting. Scores that change because of what contacts do go ahead of a recompute, so they're never held up by it.

Saving asks whether contacts the change moves into or out of a band should start the journeys that trigger on their score. Adding a Hot band, for example, can move hundreds of contacts into it at once. No, only from now on (the default) updates their scores and timelines but starts no journeys for them, including journeys that start when someone joins a score segment. Yes, start them now starts those journeys for every contact the change moves, which can email them. Either way, score changes from what contacts do always start journeys. When the rescoring is done, the card says how many contacts moved and whether their journeys started.

Time windows do the decay for you. A condition like "clicked an email in the last 30 days" stops matching once the click is more than 30 days old, and the contact loses the points by themselves. You don't need separate rules to lower old scores.

Each score can have up to 25 rules. A rule's conditions can't use the scores themselves (Fit score, Intent score or when they were last updated).

How scores are calculated

A contact's score is the total of the points of every rule they match, kept between 0 and 100. So a contact who matches rules worth 130 points scores 100, and one whose rules add up to −20 scores 0.

Each score has two bands: Warm from 50 and Hot from 75. A contact's band shows next to their score, and the card shows the bands under each score's name. The bands are the same for every audience. To change them, or the 0 to 100 range, use the update_scoring_model tool through the API or MCP.

Scores update on their own, usually within a minute or two of a contact doing something that changes which rules they match. When a score crosses a band, in either direction, the contact's timeline says so, for example "Intent score rose to 76: Hot".

Starting rules

When you answer the CRM setup questions for an audience that has no rules yet, Spreeflo adds these. Rules that need an answer you didn't give, such as your target countries, are left out.

Every audience also gets these Intent rules: clicked a marketing email in the last 30 days (+10), opened a marketing email in the last 14 days (+5) and unsubscribed from marketing email (−30).

If you turn on the BANT qualification fields, Fit also gets: is the decision maker (+15), plans to buy this month (+15), plans to buy this quarter (+10), budget of 1k or more (+10) and need recorded (+5).

See why a contact has a score

Open a contact. In the CRM section of their profile, the Scores row shows their Fit and Intent, with Warm or Hot when they've reached a band. Click the scores to open Why these scores: every rule the contact matches, with its points, and when the scores were last updated. If a total was cut off at 0 or 100, it says what it would have been.

Use scores in segments and journeys

Scores are saved on each contact as two attributes, Fit score and Intent score, so anything that reads attributes can use them.

Scores never change a lifecycle stage on their own. Promoting a lead to MQL is a decision, so it happens in a journey you can see and edit, such as MQL handoff, or by hand on the contact.

What each plan includes

Lead scoring is on Starter and Professional. The Free plan has no CRM. On Starter, the segment builder's Website tracking and Web push activity conditions are Professional, so rules can't use them. Website-activity rules already in place, such as the pricing-page starting rules, score 0 on Starter and are marked PRO on the card. Every other kind of rule scores on both plans.

Turn a score off

Switch Fit or Intent off at the top of its column and click Save scoring. A score that's off isn't calculated and isn't shown on contacts. Its rules stay, so you can switch it back on later.

Need Immediate Help? Contact our support team at support@spreeflo.com or check our other guides for more information.