How to use lead scoring in automation?

Lead scoring quantifies prospect readiness and enables intelligent automation routing:

Scoring inputs:

Behavioral: Page visits, content downloads, email engagement, webinar attendance. Firmographic: Company size, industry, revenue (for B2B). Demographic: Title, role, decision-making authority.

Automation applications:

Threshold triggers: "When lead score reaches 80, alert sales team." Flow routing: "High-score leads get sales-focused content; low-score leads get educational nurturing." Cadence adjustment: "Accelerate frequency for rising scores; slow down for stagnant scores."

Score-based actions:

Entry into MQL (Marketing Qualified Lead) status. Handoff to sales development. Invitations to high-touch interactions. Exclusion from mass campaigns in favor of personalized outreach.

Lead scoring connects marketing automation to sales readiness. It ensures the right leads get the right treatment at the right time.