Lead scoring and email
CRM rules that rank every lead by fit and behaviour, hand the ready ones to sales straight away and keep the rest warm by email, in HubSpot or your platform.
A lead that fits but isn’t active can wait; one that’s active but doesn’t fit shouldn’t take a sales call at all. That’s why we score fit and behaviour separately: fit from company size, industry, region and role, behaviour from pages viewed, emails clicked and forms submitted. Sales calls the leads high on both. The rest get email written for their stage until they’re ready or unsubscribe.
For Heads of marketing, sales leaders and RevOps managers at B2B companies with a CRM full of leads and no agreed way to decide who gets a call.
You need this when
- 01
Leads come in and go cold in the CRM.
- 02
Sales works through leads in the order they arrived.
- 03
Your email list gets a newsletter and nothing else.
What’s included.
Scoring model
Thresholds agreed with sales and weights tested against your won and lost deals, documented so anyone can read it.
Lifecycle stages
One set of definitions for subscriber, lead, marketing-qualified, sales-qualified and opportunity, applied the same way in every report.
Routing and alerts
Ready leads assigned by territory, segment or rotation, with an alert and a follow-up task for the owner.
Nurture sequences
Email sequences for each stage and segment, written to answer the questions that stall deals.
Deliverability and consent
Sender authentication (SPF, DKIM and DMARC) checked, unsubscribes handled, and consent rules set for each market you email, including the UK’s PECR and Canada’s CASL.
Lead flow reporting
Leads by stage, time to first contact and conversion between stages, in a CRM dashboard.
How it runs.
A Sprint of 1–4 weeks on its own, depending on how many segments and sequences you need; the weights are then checked monthly.
- 01 · Review deals
We study your won and lost deals to see which fit and behaviour signals mattered.
- 02 · Define
We agree stages, scores and thresholds with sales and write them down.
- 03 · Build
We build scoring, routing and email workflows in HubSpot or your platform and test them with sample leads.
- 04 · Write
We write the sequences for each stage and segment.
- 05 · Recalibrate
Each month we check which scored leads closed and adjust the weights.
Deliverables
- Documented scoring model
- Lifecycle stage definitions
- Routing workflows and sales alerts
- Nurture and re-engagement sequences
- Email templates in your brand
- Deliverability and consent checklist
- Lead flow dashboard
Works with
What buyers ask.
Which platforms do you work in?
HubSpot, or any CRM and email platform that supports scoring and workflows. We confirm yours can run the model before we design it.
Won’t sales ignore the score?
They will if they didn’t help set it. Sales agrees the thresholds, we check closed deals against scores each month, and we change the model when it’s wrong.
How many emails will you write?
It’s scoped in the proposal, by stage and segment. We’d rather write fewer emails that answer real objections than fill a calendar.
Pairs well with
Channels, budget split and stage targets, worked back from customer value.
Let’s build your pipeline.
Tell us what you sell, who buys it and roughly what a customer is worth to you. We reply with questions, then a written proposal.