Stop 07 · Email & Marketing AutomationTopics · 7/9

Lead Scoring & Nurturing

In short

Not every lead is ready to buy today. Scoring tells you who's hot, and nurturing keeps everyone else warm until they are.

Assigning points to leads based on behavior (email opens, page visits, downloads) to identify who's sales-ready, and nurturing lower-scored leads with relevant content until they are.

The blob in a showroom stands beside a shiny small car, holding a clipboard and smiling.

Think of it like this

The car showroom salesperson

One visitor glances at a car and leaves. Another sits inside, asks about EMI and books a test drive. A good salesperson spends time on the second without ignoring the first. Lead scoring gives that instinct to your whole team.

Watch it happen

One lead's score building up

1/5A new lead starts at zero points.

The big ideas

What you need to know

Fit score

Who they are: role, company size, city. Do they match the customers you want?

Engagement score

What they do: opens, clicks, pricing visits, demo requests. Recent actions count more.

A handover threshold

Agree with sales on a score that means 'call now'. Write it down.

Nurture the rest

Leads below the threshold get helpful emails until their score rises.

See it in code

Walk through the code

excel

1=  IF(C2="Downloaded guide", 5, 0)2 + IF(D2>=2, 10, 0)              ' pricing page visits3 + IF(E2="Marketing Manager", 15, 0)4 + IF(F2="Booked demo", 30, 0)5 - IF(G2>60, 10, 0)              ' days since last activity

1/4Engagement points for content and pricing visits.

A simple lead score in Google Sheets. Real CRMs do this automatically, but the logic is the same. The ' notes are labels, not part of the formula.

Save yourself the pain

Common mistakes

Oops

Giving points for every email open.

Do this instead

Opens are unreliable and weak. Score strong actions like pricing visits and demo requests.

Oops

Building a scoring model without asking sales.

Do this instead

Ask sales which leads actually closed, then score for those patterns.

Your mission

Build a scoring sheet

~30 min

Quick check

Which action usually deserves the most lead-score points?

Go deeper

1Design a simple lead scoring rubric: which actions earn how many points.
2Learn why lead scoring matters most in longer B2B sales cycles.
3Draft a nurture sequence for a lead who scored medium but isn't yet sales-ready.