Lead Scoring

Lead scoring assigns numeric point values to your contacts based on their attributes and behavior. Higher scores indicate stronger leads, helping your team prioritize follow-ups and focus on the contacts most likely to convert.

What Lead Scoring Is

Lead scoring is a methodology for ranking contacts by assigning points based on criteria you define. Each contact accumulates points over time as they match your rules. The total score appears on their profile and can be used to filter, sort, and trigger automations.

Rule Types

WittyForm supports three categories of scoring rules:

• Form answer-based: Award points based on specific answers a contact gave in a form submission. For example, if someone selects "Enterprise" as their company size, add 20 points. If they choose "Just exploring," add 5 points.
• Profile-based: Award points based on contact profile data like job title, company, industry, or location. For example, contacts with a "VP" or "Director" title might receive 15 bonus points.
• Engagement-based: Award points based on actions the contact takes, such as submitting multiple forms, opening emails, or visiting your site repeatedly. Each engagement event adds points to their total.

Setting Up Scoring Rules

Navigate to CRM > Settings > Lead Scoring to configure your rules. Click Add Rule, select the rule type, define the condition, and assign a point value. You can create as many rules as you need. Rules are evaluated in real time: whenever a contact's data changes or a new event occurs, their score is recalculated.

Point Values

Assign point values that reflect how strongly each criterion indicates a quality lead. A common approach:

• High-intent actions (requesting a demo, submitting a pricing form): 25-50 points
• Strong profile fit (right industry, right title): 10-20 points
• General engagement (opening emails, submitting surveys): 5-10 points
• Negative signals (unsubscribing, selecting "Not interested"): -10 to -20 points

You can also assign negative points to reduce a contact's score when they exhibit disqualifying behavior.

Hot / Warm / Cold Thresholds

Define score thresholds to categorize contacts automatically:

• Hot (e.g., 80+ points): These leads are ready for immediate outreach. They show high intent and strong profile fit.
• Warm (e.g., 40-79 points): These leads are engaged but may need nurturing before they are ready to convert.
• Cold (e.g., below 40 points): These leads have low engagement or poor fit. They may need more time or a different approach.

Set these thresholds in CRM > Settings > Lead Scoring. The hot/warm/cold label appears as a badge on each contact's profile and in the contact list.

Viewing Scores on Contacts

Each contact's lead score is displayed prominently on their profile page alongside the hot/warm/cold badge. In the contact list view, you can sort by lead score to see your highest-scored contacts first. You can also create saved views filtered by score range: for example, a "Hot Leads" view showing only contacts above 80 points.