How to Set Up Lead Scoring in Pipedrive

As a leading customer relationship management (CRM) platform, Pipedrive offers lead scoring capabilities that help businesses rank prospects based on their likelihood to convert. While it offers an array of helpful features, as businesses scale and start receiving a larger volume of leads, they need a more advanced, AI-powered revenue automation intelligence platform like MadKudu.

Whether you're a seasoned Pipedrive user or just getting started, this guide will walk you through how to set up your lead scoring. We’ll then show you how MadKudu can enhance your lead scoring model to surface prospects at the precise moment they’re ready to buy.

What is Pipedrive?

Pipedrive is a cloud-based tool designed specifically for sales teams. As a web-based sales CRM, Pipedrive enables businesses to plan their sales activities and monitor deals effectively. It’s the developer of a web application and mobile app that focuses on making the sales and relationship-building process more efficient.

One of the key features of Pipedrive is its pipeline management solution, which allows sales teams to visualize their sales pipeline and see exactly where each potential deal stands. This visualization can help sales teams identify bottlenecks in their process and take action to move deals forward.

In addition to its pipeline management features, Pipedrive also offers a range of other tools designed to support sales teams. These include email tracking, scheduling, and reporting tools, as well as integrations with other popular business platforms.

Pipedrive is more than just a CRM—it's a comprehensive sales management tool that provides a clear overview of your sales pipeline and drives focused and efficient sales processes.

How Does Lead Scoring In Pipedrive Work?

Lead scoring is a critical component of any successful sales strategy, and Pipedrive offers robust capabilities to help businesses prioritize their leads effectively. By assigning a numerical value to each lead based on their potential to convert, Pipedrive's lead scoring system allows you to focus your efforts on the most promising prospects.

Let’s delve into some advanced lead scoring techniques that you can implement in Pipedrive to further optimize your sales process.

Pipedrive's Advanced Lead Scoring Features

One of the standout features of Pipedrive's lead scoring system is its ability to calculate lead scores based on web visits, email events, Pipedrive Activities, and custom field content. This allows you to assign different point values to different attributes and behaviors, thereby enabling you to prioritize your leads more effectively.

For instance, you can assign higher scores to leads who visit high-intent web pages or exhibit behaviors that align with your ideal customer profile. This way, you can ensure that your sales team focuses their efforts on the most promising leads.

Furthermore, Pipedrive's lead scoring system is dynamic and adaptable. It allows you to add time decay to lead scores, which means that a lead's score will decrease over time if there is no engagement. This feature ensures that your sales team is always working with the most up-to-date information and can surface the hottest leads at any given time.

Pipedrive also offers a feature called Smart Contact Data, which auto-fills useful information pulled from around the web, giving you a better picture of your leads. This feature can be particularly useful in pre-qualifying leads and closing every sale, as it helps maintain a single source of truth across data sources without the need for manual data entry.

Implementing Advanced Lead Scoring Techniques in Pipedrive

To make the most of Pipedrive's advanced lead scoring features, it's important to have a clear understanding of what constitutes a high-quality lead for your business. This involves identifying the key characteristics and behaviors that indicate a lead's likelihood to convert.

Once you've identified these factors, you can assign specific point values to each one in Pipedrive's lead scoring system. Remember, the number of points should reflect the significance of the action in indicating a lead's interest.

For example, you might assign a high number of points to a lead who visits your pricing page, as this could indicate a strong intent to purchase. On the other hand, a lead who simply visits your blog might be assigned a lower score, as this action might not necessarily indicate a strong buying intent.

In addition to assigning point values, you can also set up automated actions based on a lead's score. For instance, you could set up an automation rule that automatically sends a follow-up email to a lead once they reach a certain score.

Pipedrive's lead scoring system is designed to be dynamic and adaptable. It allows you to easily add more weight to visits of high-intent web pages or best-fit leads, and even add time decay to lead scores to surface the hottest leads. This flexibility makes Pipedrive's lead scoring system a powerful tool for businesses looking to optimize their sales efforts.

Pipedrive also integrates with powerful apps, add-ons, and other software to boost your CRM's lead scoring functionality. For instance, the Web Visitors add-on can help you identify which organizations engage with your content, uncovering new leads and getting to know existing customers. Other integrations like Adinton, Salespanel, and GetQuanty can provide notifications when hot leads return to your website, set up custom events for lead qualification, and harness real-time AI lead scoring technology, respectively.

How To Set Up Lead Scoring in Pipedrive

Here’s a step-by-step guide on how to get your lead scoring set up in Pipedrive:

1. Identify the actions and behaviors that indicate a lead's interest in your product or service. These could include visiting your website, downloading a whitepaper, or attending a webinar.

2. Assign a specific number of points to each criterion. The number of points should reflect the significance of the action in indicating a lead's interest.

3. Go into your Pipedrive settings and select "Lead Scoring."

4. In the "Lead Scoring" section, you can add the criteria you've identified and assign point values to each one.

5. After setting up your scoring model, you should test it to ensure its accuracy and effectiveness. This involves monitoring your lead scores and adjusting your criteria and point values as needed.

Lead scoring isn't a perfect science, and it requires continuous refinement and adjustment based on feedback and performance. It's also important to align your lead scoring model with your overall business goals and ideal customer profile (ICP).

While Pipedrive's built-in lead scoring capabilities are powerful, they don’t take into account the breadth of data that’s now required to accurately score leads. This is where a tool like MadKudu can significantly enhance your lead scoring model.

Elevate Your Lead Scoring Model with MadKudu

As your business scales and the volume of leads increases, the need for a more predictive scoring system becomes apparent. This is where MadKudu steps in.

MadKudu is a revenue automation intelligence platform that uses artificial intelligence to analyze your product, sales, and marketing data, surfacing prospects at the precise moment they’re ready to buy. This allows you to prioritize your best-fit inbound leads based on key characteristics and behavioral analysis.

MadKudu offers a more nuanced and dynamic scoring model that adapts to changing data and market conditions. It provides real-time scoring, allowing your sales team to react quickly to high-potential leads. MadKudu also provides context behind your lead and account scoring by surfacing relevant details, such as what technologies a company is using, what roles they’re hiring for, and key behaviors in the product.

Unlike Pipedrive, MadKudu can integrate with all of your data sources to get a full picture of your leads and accounts. It includes additional enrichment data from HG Data, Clearbit, and PredictLeads to further bolster your understanding of the ICPs you should be prioritizing. Moreover, MadKudu empowers marketing ops professionals to own their scoring model. You can easily create model overrides, build computations and aggregations, and evaluate model performance by segment without waiting weeks for engineering to make changes.

MadKudu's platform is built with features that make lead prioritization painless. It supports your entire go-to-market strategy by optimizing revenue from your product-led, inbound, account-based, and expansion plays. MadKudu analyzes all your prospect data and surfaces the best targets, no matter the source. It also offers smart retargeting, adjusting your marketing to only spend budget on the leads that pass a certain score threshold, thereby decreasing your customer acquisition costs and improving ROI.

MadKudu's features are also highly rated by users. It has been praised for its ability to align lead scores with predefined lead distribution criteria, determine which leads should be prioritized and then accelerate them up the pipeline, and integrate with lead capture and lead intelligence tools to discover leads. It also creates and assigns a scoring system to rank the viability of leads and integrates with CRM or marketing automation tools to contextualize lead data. Furthermore, it reports on and analyzes lead scores to determine the conversion rate of lead opportunities, aligns lead scores and strategy with existing sales operations, and syncs lead data within the sales database for consistency and accuracy.

While Pipedrive offers robust lead scoring capabilities for businesses with a smaller volume of leads, MadKudu provides a more predictive scoring system that can be beneficial as your business scales. And, on average, our customers experience 20-30% more revenue prediction coverage.

Whether you're a marketing ops professional looking to enhance your lead scoring model or a business leader seeking to understand the potential of predictive analytics in lead scoring, MadKudu offers a powerful solution that can transform your marketing efforts and drive business growth. Get a personalized demo today and see how MadKudu can elevate your lead scoring efforts.