Behavioral lead scoring
10ex maintains a per-lead score derived from CRM events and engagement signals. Scoring is event-sourced. Each signal contributes a weighted bump with a decay curve. Crossing a threshold can trigger a flow (e.g. score ≥ 80 → run voice-lead-qualifier).
The point of scoring isn’t to rank leads in a dashboard; it’s to automate the “should I act now?” decision. A high-scoring lead at 8pm Friday gets Kai, not your weekend.
Signals
| Signal | Direction | Notes |
|---|---|---|
| Email open | + | Diminishing returns past 3 opens |
| Email reply (positive) | ++ | Sentiment-classified |
| Form submission | ++ | Source-weighted (paid vs organic) |
| Page-visit (high-intent) | + | Pricing, demo, integrations pages |
| Status: prospect to lead | ++ | Sales-team override |
| Bounce / unsubscribe | — | Truncates further sends |
A concrete example: a lead with two pricing-page visits (+2 each), one positive email reply (+5), and no bounces sits comfortably above the 10-point auto-nurture threshold even before any sales touch.
Decay
Signals decay on a 14-day half-life by default; configurable per workspace. The score recovers if signals stop arriving, which is useful for seasonal motions.
A common misunderstanding: a high score now means a high score forever. It doesn’t. Without fresh engagement, a lead’s score halves every two weeks until they re-engage or drop below the threshold.
Wiring it up
Scoring runs as part of the flows event pipeline. See Concepts, Flows and the Build a behavioral lead-scoring flow tutorial.
Common questions
Can I tune signal weights? Not in v1 self-serve. Defaults match B2B SaaS norms. Custom weights are available on the Pro tier.
Does the score feed back into CRM? Yes. The score is written to the lead record on every update so HubSpot, Salesforce, etc. see it natively.
What thresholds make sense? 50 for a soft nurture trigger, 80 for sales handoff. Tune to your funnel; the defaults assume a typical mid-market B2B motion.
Related
- Flows: how thresholds become triggers
- Connectors / BYOK: where the signal events come from