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Every lead in your database is decaying.
The person who downloaded your guide last week is less interested today than they were yesterday. The person who opened your last three emails and visited your pricing page is more interested than they were a month ago.
Most companies treat every lead the same. Same emails. Same follow-up cadence. Same generic nurture sequence. The result is predictable: warm leads get bored because you're sending them entry-level content, and cold leads get annoyed because you're pushing too hard.
A scoring system fixes this by tracking what each lead actually does. Opens, clicks, replies, page visits, form completions. Each action adds or subtracts points. When a lead crosses a threshold, they move into a different segment. Different segments get different experiences. Your sales team only gets pinged when someone crosses into hot territory.
By the end of this guide, you'll have a system that scores every lead in your email list based on their behavior, segments them into cold, warm, and hot buckets automatically, and sends alerts to your sales team when a lead crosses a threshold worth acting on.
Set up Encharge
Encharge is an email automation platform built around behavioral flows. It handles triggers, conditions, branching logic, and integrations with external tools through webhooks.
Why Encharge over Mailchimp, ActiveCampaign, or HubSpot? Flexibility. Encharge lets you build flows that trigger on granular behavioral events, not just email opens. You can fire automations based on page visits, form submissions, webhook events from external tools, and custom properties you define. The scoring and segmentation features are native, so you don't need to hack together workarounds with tags and filters.
What you need to get started
Sign up for an Encharge account at encharge.io. Once inside, you'll set up three things: your contact list, your segments, and your scoring flow.
Import your existing contacts. If you have leads in a Google Sheet, CSV, or another email tool, Encharge has direct import options for all of these. Make sure every contact has at minimum: email, first name, and the source they came from (LinkedIn post, outbound campaign, website form, etc.). The source matters because you'll use it later to weight scoring differently based on how the lead entered your system.
Create three segments
These thresholds are starting points. Adjust them after running the system for two to four weeks based on how your specific audience behaves. A SaaS company with a long sales cycle might need higher thresholds. A consulting firm with shorter cycles might lower them.
Configure the default scoring rules
Scoring works by assigning point values to every trackable action a lead takes. Some actions add points. Inactivity subtracts them.
Positive signals
Negative signals
How to build this in Encharge
Inside Encharge, go to Flows and create a new flow. Use the "Tag" and "Score" actions combined with behavioral triggers. For each rule above, create a trigger (e.g., "Email Opened") connected to a "Change Score" action node. Set the point value. Connect the triggers in parallel so they all run simultaneously.
The "no activity" rule requires a different approach. Create a separate flow with a "Wait" step set to 14 days. If the contact hasn't triggered any positive event during that window, subtract 3 points. Encharge's "Has not performed event" condition handles this.
Test the flow by sending yourself a test email, opening it, clicking a link, and checking that your score updates correctly in the contact profile.
Install the tracking pixel
The scoring rules above only cover email behavior. That's half the picture. The other half is what leads do on your website.
Encharge has its own tracking pixel. When installed on your site, it connects website behavior to your contact records. A lead who opens your email and then visits your pricing page is a completely different signal than a lead who opens your email and does nothing else.
Installation
In Encharge, go to Settings, then Tracking. Copy the JavaScript snippet. Paste it into the <head> section of your website. If you use a tag manager (Google Tag Manager, for example), add it as a custom HTML tag that fires on all pages.
Once installed, every contact in your Encharge database who visits your site will have their page views logged against their profile. You can now trigger automations based on specific page visits.
What to track
Not all page visits are equal. Configure specific scoring bonuses for high-intent pages:
These weighted scores reflect intent. Someone browsing your pricing page is closer to buying than someone reading a blog post. The system should reflect that difference.
The booking page special case
Set up a flow that watches for a specific sequence: lead visits your booking page, but does not book a call within 3 hours. If that condition is met, send them an email. Something like: "I noticed you were looking at our calendar. If you have questions before booking, reply to this and I'll answer them directly."
This single automation catches people who are interested enough to look at your calendar but hesitated. Without the pixel, you'd never know they were there.
30-minute walkthrough · Google Meet · Free
Build custom scoring actions
The default rules and pixel tracking give you a solid baseline. Custom actions are where you tailor the system to your specific business.
Think about what actions, beyond email and page visits, indicate buying intent for your specific offer. Here are categories to consider:
Content consumption depth
If you publish long-form resources (guides, case studies, whitepapers), you can score based on how deeply someone engages. Encharge's pixel tracks time on page. A lead who spends 8 minutes on your case study page is a stronger signal than someone who bounced after 10 seconds.
Set up a flow: if a contact visits a resource page and the Encharge pixel registers a session longer than 3 minutes, add +2 points. This filters for actual readers versus accidental clicks.
Form behavior without completion
If your post-booking page has a qualifier form, you can track form starts that don't finish. A lead who began filling out your form but abandoned halfway is telling you something. They're interested enough to start but something stopped them.
Add +1 point for form starts, +3 for completions.
Multi-channel engagement
If a lead engages across multiple channels within a short window (opens an email, then visits your site, then clicks a LinkedIn post), that cluster of activity is a stronger signal than any single action.
You can build this in Encharge by using a "Has performed event" condition with a time window. If a contact triggers 3 or more positive events within 48 hours, add a +5 bonus on top of the individual scores.
Prompt 1: Custom scoring action identifier
Prompt 1 of 2Works with Claude, ChatGPT, Gemini
Your business has unique buying signals that generic scoring systems miss. Use this prompt to identify them.
I run a B2B company that sells [YOUR OFFER] to [YOUR ICP]. My current lead scoring system tracks: email opens (+1), link clicks (+2), email replies (+3), page visits (+1), form submissions (+3), and call bookings (+10). I subtract points for no opens (-1), bounces (-5), and 14-day inactivity (-3). My website has these key pages: [LIST YOUR MAIN PAGES — pricing, booking, resources, case studies, about, etc.] My sales process works like this: [DESCRIBE YOUR FUNNEL — e.g., "Leads come from LinkedIn posts and cold email. They download resources, enter an email nurture sequence, and eventually book a call. The call is a 30-minute strategy session."] Based on this context, identify 5 to 8 custom scoring actions I should add to my system. For each action: 1. What the action is (specific and measurable) 2. How many points it should be worth (positive or negative) 3. Why this action indicates buying intent (or lack of it) 4. How to detect it technically (what trigger or condition to use in an email automation platform) Focus on actions that are specific to my business model. Skip generic actions like "opened an email" that I already track.
Set up the alert system
Scoring and segmentation are useless if nobody acts on them. The alert system connects lead behavior to human follow-up at the right moment.
You need four alerts. Each one fires when a lead crosses a specific threshold.
This lead is dead cold. Tag them as "disengaged" and trigger a re-engagement email. The email is a last attempt: "I've been sending you resources over the past few weeks. If this isn't relevant anymore, no hard feelings. But if you're still thinking about [PROBLEM], reply and I'll send you [SPECIFIC RESOURCE]."
If they reply, their score bumps back up. If they don't, they stay tagged as disengaged and stop receiving your regular nurture emails. This keeps your list clean and your deliverability healthy.
A lead crossing from cold to warm means they've started paying attention. This is an awareness trigger, not a sales trigger. The system should notify you (Slack message, email notification, or CRM update) so you know who's warming up. No action required yet. Just visibility.
This is the sales trigger. When a lead crosses into hot territory (20+ points), your sales team needs to know immediately. Set up a Slack notification or email alert that includes: the lead's name, company, score, and the three most recent actions they took.
This context matters. A salesperson who knows "this person opened your last 4 emails, visited the pricing page twice, and downloaded the case study" will have a completely different conversation than one who just sees a name on a list.
Double the hot threshold. These leads are your most engaged prospects. They've consumed significant amounts of your content, visited high-intent pages multiple times, and possibly interacted with your team already. They deserve white-glove treatment.
For these leads, trigger a personal email from a senior team member. Not automated. Not templated. A genuine, personalized message that references what they've been consuming and offers a specific next step.
Building alerts in Encharge
Use Encharge's "Segment entered" trigger. Create a flow for each segment transition. Connect it to a webhook action that posts to your Slack channel, or use Encharge's native Slack integration if available. For the CRM update, use a webhook to push the event to your CRM via its API, or connect through N8N if you need more complex routing.
Prompt 2: Alert message templates
Prompt 2 of 2Works with Claude, ChatGPT, Gemini
Generate Slack notifications and VIP email templates customized to your business and tone.
I need to create alert messages for my sales team when leads cross scoring thresholds in my B2B lead scoring system.
My business: [YOUR OFFER] sold to [YOUR ICP]
My scoring segments: Cold (below 5), Warm (5-19), Hot (20+), VIP (40+)
For each of these four alert triggers, write:
1. A Slack notification message (2-3 sentences, includes the lead's name, company, score, and recommended action)
2. A personal email template for the VIP tier only (5-7 sentences, references their engagement pattern, offers a specific next step)
The tone should be direct and informational for Slack alerts. The VIP email should feel personal and specific, like it was written by a human who actually looked at this person's activity.
Use these merge variables: {{lead.name}}, {{lead.company}}, {{lead.score}}, {{lead.recent_actions}}, {{lead.top_content}}