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What is a Lead Scoring Model and How to build one for Email Marketing through GMO?

What is a Lead Scoring Model and How to build one for Email Marketing through GrowMeOrganic?

The lead scoring model is a very interesting system that allows you to track your lead’s activity and give them some score. The lead scoring model is based on how visitors engage with your content, your emails, or your website.

The lead scoring model feature is offered by very few email marketing platforms, such as GrowMeOrganic. If you haven’t tried GrowMeOrganic yet, you can sign up for the 14 days free trial that we offer. 

There are a couple of features that you can explore in GrowMeOrganic, but let’s take a look at lead scoring. In the below image, there is a tab known as CRM/Lead scoring.

Lead Scoring Model-CRM

You can get there by first of all signing up to the growmeorganic dashboard and then you will hover over Email Campaigns.

 growmeorganic dashboard

After this go to the list. You’ll be able to choose any list that you have created in the past. If you haven’t created any list then you will have to create the list and upload the contacts.

We will also show how you can automatically push the leads to this system using webhooks. 

How the lead scoring model works and its benefits

This dashboard shows all the leads with their email id, first name, last name, job title, and a bunch of other columns with information if you have added them to the list.

 lead scoring works and its Benefits

You can sort them by the points they score. You can find out who is the person who’s engaging with your emails the most or who is that person who’s spending the most amount of time on your website. You can easily do it on this platform even if you are not part of the CRM.  

You just have to upload them manually before you can do it automatically from your website through webhooks which we’re going to discuss further. 

Benefit from the lead scoring model

Let’s say we’ve got a score based on email and title, and if you want to find people who have at least a score of 11 points, 50 points, or 100 points, then it is easier to filter these leads. It becomes easier to check which leads qualify and engage in my sales engagement process. 

Then you can reach out to them manually. You might be collecting your leads from different channels. For instance, if you have a pop-up system concerning some Facebook ads and you are collecting those leads with a bunch of other channels. You will get their first name, last name, email, and lots of other information that we can find out by scrolling over.

As you can see below in this particular list we’ve just added the email id, first name, and last name. You can go beyond that as well you can add and even customize columns.

Campaign Attributes

The way you score any lead is by configuring how many points you want to give them based on what activity they are performing. So if you click on this button called “Configure,” we can assign points to the leads that we want to give them based on whether they have opened our email.


For instance, if someone opens your email, you can assign them one point. You can also give them one point every single time they open your email. Either way, you can just give them one point.

Configure Lead Scoring Model’s Attributes

With this one, a prospect receives one point every time they open an email. To be clear, even if someone opens your email every time, you can still award them a point. It is still possible to increase someone’s points or just reward a person with a point if they open your email.

Open and Reply Attribute

Open and Reply Attribute

If someone opens my email, then they click on any link. So, just put in any URL but here you can choose what URL you want to choose, and based on that you can give them some points.

Click on Add Rule

So let’s say if someone is visiting our pricing page and we want to give them even more points, then here you can add more rules. Click on “add rule” and you can add even more rules based on the clicks, opens, and pages that they are visiting now.

Click on Add Rule

Tracking Code

Also, you can track someone’s opens or clicks and what pages those people have visited on your website. So, based on that, you can give them some points by copying this javascript code. 

Installing Tracking Code

Adding custom tracking code is similar to the cms content management system or if you’ve got a custom-built website.

On your WordPress website-

Goto appearance and then click on these files.

 Installing Tracking Code

In the theme file editor go to my footer.

 theme file editor

Paste this code into my footer.

 code into my footer

It will start tracking all your pages.

 Visit Tracking Code

Both of these codes are similar. Just paste the second code into your backend and

paste the first code on your front end. You can either do the first one where you paste the javascript on your website pages or you can paste the second code in your backend if you’ve got a PHP stack.

Also, you don’t have to paste the first code on every single page. Every single page of your website inherits your header and footer so all you need to do is just paste this

code into your footer and all the pages that you have on your website are going to inherit from the footer or header. 

You can ask the developer to copy and paste this on your website’s header or footer. 

Conversion Tracking Code

There is also a conversion tracking code, which means if someone visits any thank you page or the booking page that you’ve got and you want to treat that person as a converted person.

In other words, if you’re a digital marketing agency and you’re reaching out to people for whatever service, you’ve got to hit the conversion rate. So for a digital marketing agency, maybe someone who just booked a call with you can be a conversion. You can redirect them to a thank you page.

 Convert Tracking Code

Whenever your customers land on a thank you page you will call it as a conversion. This is where you have to paste this code on the thank you page and as soon as they land on the thank you page that will signify that the prospect has been converted.

For different business purposes, the conversion goal can be different.

Also based on the URL you can assign them some points as well.

Convert Points Attribution Rule

Track Activities of Customers 

You can track all the activities by opening contact in a new tab and can track every single activity that a particular lead has performed.

Track Activities of Customers

You can track which page the lead has clicked, which campaign this lead has been a part of, what emails have been sent to this lead, and who are the other people who are working for this company in the suggested contacts.  

Let’s say if someone is working at Microsoft, all you need to do is just put in Microsoft and microsoft.com, which is the company’s domain, and it will find out other people who are working at these companies.

Suggested Contact

That’s helpful if a lead fails to reply and you want to reach out to someone else who’s working in that company. You can add some notes about this lead.

Move Contact By Score

You can send a lead that has got a minimum of 50 points into a different list. If you have a list where you were just collecting those prospects and now you want to run a different campaign to all those people who at least have 50 points so what you can do is you can transfer all the leads from one list to a different list. 

let’s say this one you’ve created a new list and you want to transfer contacts from this list to another list for those leads who have got a score equal to let’s say 50 or under 50 or over 50.

Move Contact

For instance, if you have added 15 points for someone who has at least opened your email and you want to transfer those leads who have at least opened your email or have at least one interaction with your email. Then you can assign 15 points and can transfer these leads from one list to a different list.

Another way to use this list is to upload them as a custom contact in your Facebook, LinkedIn, or Google Ads dashboard because they have at least interacted with you once and they have spent some time on your website.

If you want to retarget them then one of the best ways to find highly engaging clients or highly engaging prospects is by finding them by the leads code and then exporting them from growmeorganic and pushing them to your Facebook or google ads dashboard. 

API/Webhooks In Lead Scoring Model

You can import contacts into your lead scoring system by using the CSV file in the import contact as shown below.

import a contact

Let’s say you are a SaaS founder or you’re a marketer who likes to automate most of your things. In that case, you can use this feature called API or webhooks.

When you click API/Webhooks you will get an interface like this.

What is a Lead Scoring Model and How to build one for Email Marketing through GrowMeOrganic? 5

You can see that what we have is this endpoint and here we have is a JSON value that we need to send.API/Webhooks 

This JSON value includes your API key and then a bunch of other information that you need to send along with your API keys. 

So the API endpoint that you’re looking for is to create a contact. As soon as someone fills a form you’re going to be sending that person’s contact using this API key to our growmeorganic CRM

 JSON value

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