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Act-On Software

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A good lead scoring system watches for online and offline buying signals, increases marketing’s ability to pass qualified leads to sales, and helps sales focus time and effort on the most likely buyers

Leads are not created equal. Some are ready to buy right now, some will likely be ready soon, and some are just entering the funnel. Lead scoring makes it easy to sort out the hot from the not. Identifying your "hot" prospects will allow you to nurture them a little bit more closely, so you can spend more time with them.

In this article, we will:

  • Identify buying stages
  • Add values for behaviors

AOmegaphonesmall.pngInstructor-Led Training Course Available!

In this course we discuss how to setup your default Scoring Sheet and we go into detail on how to track and utilize your Lead Scoring to maximize your potential with Act-On.

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To Do:


  1. Create names for each of the stages. Here are some examples:
  • Unengaged
  • Top of Funnel (Engaged)
  • Middle of Funnel
  • Bottom of Funnel
  • Marketing Qualified (Sales Ready)
  • Hot Leads for Sales
  1. Define what behaviors would make up each of the stages above like engaging with emails and visits to webpages.

AOmegaphonesmall.pngWhy is this important?

Companies actively using lead nurturing and lead scoring generate 50% more sales-ready leads at 33% lower cost per lead. (Forrester Research, Aug 2012)


To Do:


  1. Go to Contacts > Scoring Rules.
  2. Update the values for each profile and behavior attribute.
  3. If you have non-digital events that you want to score like trade shows, we can help!

AOmegaphonesmall.pngWhy is this important?

By adding values to the behaviors and profiles, you can start to see which prospects are actively engaged and are closer to making a purchase decision. Also these values are not set in stone: you can always make adjustments to them.


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