Lead Scoring in ActiveCampaign: How To Prioritize Leads and Allocate Your Team’s Time Wisely

Are You Allocating Your Team’s Time Wisely? How To Prioritize Leads and Shorten The Sales Cycle With Lead Scoring

If your team has only 24 hours a day (as we all have on earth😊), it’s better if they focus on those leads that are most likely to convert!

Teams usually waste time on the following activities:

  • Monitoring the audience
  • Understanding whom to follow up with
  • Prioritizing leads
  • Adding leads to the pipeline and assigning them to the right rep

Automating this part means saving time, shortening the sales cycle and increasing revenues!

A Scoring System helps you to assign points to your contacts based on a set of rules and conditions and to improve sales & marketing efficiency.

This is what you can do:

  • Weighing the different sources. A lead magnet download is different than a contact us form submission than a webinar sign-up or a live event attendee, etc. If you automatically weigh those sources you can save time on routine tasks.
  • Monitoring lead engagement. You can automatically assign points to monitor website pages visited, emails opened or clicked, etc…
  • Adding leads to specific campaigns when they meet certain criteria (e.g. interest in a particular product/service, specific engagement with your business, etc…).
  • Adding leads to the sales pipeline when they reach a threshold. It helps you avoid routine tasks so you can focus on high-level activities.

Some other details you should know:

  • You can set up the points expiration. It’s useful for the engagement monitoring (e.g. points expire after some time they open an email).
  • You can subtract points. It’s useful if a contact has characteristics that you don’t want (e.g. you don’t sell your product/service in a specific geographical area).
  • You can create scoring systems for both Contacts and Deals.

You have two ways to assign points in ActiveCampaign:

  1. Lead Score Rules Editor (Static): the rules created here will trigger only once for each contact. You need to use conditions that generally occur once (e.g. contact receives a tag, contact’s location, age, etc).
  2. Automation Step (Dynamic): You can use this for recurring actions (e.g. contact opens an email, visits the website, etc…).

Watch the video for the ActiveCampaign tutorial!

How can you get started?

Strategy first!
Too often I see people start the implementation without having clear ideas of what technology should do.

This is a to-do list I suggest following to avoid common mistakes:

1)Interview your Sales & Marketing teams:
-List out all the different sources, actions, etc…
-Weigh them
-Define a threshold in which you consider a lead “qualified”

2)Implement the system

3)Test & refine.
It’s not a static thing! Get feedback from the team and adapt the system.


Outsourcing the implementation could be a good idea for your business.

In the last few years, I helped several SMEs to make the most out of Business Automation through digital project management services.

If you want to learn more, download the Business Automation guide with the 5 phases I follow:

Or fill out the application form to work with me:

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