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Pipedrive Lead Scoring: Mastering Advanced Techniques for Sales Prioritization

Setting Up Lead Scoring in Pipedrive

Setting up an effective lead scoring system in Pipedrive CRM is crucial for sales productivity and prioritizing leads. The first step is to define lead scoring criteria that align with your business goals and ideal customer profile. There are several established models you can use as a starting point:

  • BANT (Budget, Authority, Need, Timeline)

  • CHAMP (Challenges, Authority, Money, Prioritization)

  • MEDDIC (Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion)

Alternatively, you can create custom criteria tailored to your specific sales process and buyer personas. Common factors to consider include:

  • Company information (industry, size, location)

  • Contact details (job title, department, seniority)

  • Engagement signals (website visits, email opens, content downloads)

  • Sales activities (meetings booked, proposals sent, follow-ups)

  • Pain Points (product and service match)

Once you've established the criteria, you'll need to create custom fields in Pipedrive to capture the relevant lead data. This could include details like:

Custom Field

Field Type

Example Values

Company Size


1-10, 11-50, 51-200, 201-1000, 1000+ employees



Technology, Healthcare, Finance, Retail

Job Level


C-Level, VP, Director, Manager, Other

Budget Range


10000, 25000, 50000, 100000

Pain Points


Inefficient processes, Lack of visibility, Data silos, Compliance issues

Pipedrive's Smart Contact Data feature can also help enrich lead profiles by automatically filling in details like:

  • Company name, size, industry, location

  • Contact name, job title, department

  • Social media profiles

  • Email address and phone number

This data enrichment provides a more comprehensive view of each lead for accurate scoring and prioritization.With the scoring criteria defined and custom fields set up, you can start assigning scores based on the data in each lead's profile. For example:

  • High Scores for:

  • C-Level contacts at companies with 200+ employees

  • Engaged leads who attended a webinar or requested a demo

  • Prospects in your target industries with identified pain points

  • Low Scores for:

  • Contacts with generic roles like "Assistant" or no job title

  • Companies outside your target verticals or size range

  • Leads with no recent engagement or sales activities

The key is to weight the criteria based on their importance and align the scoring thresholds with your definitions of a marketing qualified lead (MQL) and a sales qualified lead (SQL).By setting up lead scoring properly in Pipedrive, you'll be able to prioritize the hottest leads, automate lead routing, and ensure your sales team focuses on the most promising opportunities. This lays a solid foundation for sales acceleration, revenue growth, and maximizing Pipedrive's value as a lead management and sales automation tool.

Advanced Lead Scoring Techniques in Pipedrive

While the basic lead scoring setup in Pipedrive provides a good starting point, there are several advanced techniques you can implement to take your lead qualification and prioritization efforts to the next level:

A. Assigning Scores Based on Web Visits and Email Engagement

Pipedrive doesn't natively track website visits or email interactions, but you can integrate with third-party tools to capture this valuable engagement data and use it for lead scoring:

  • Web Tracking Tools: Solutions like Leadfeeder, LeadLander, and Lead Forensics identify companies visiting your website based on their IP addresses.

  • Email Tracking: Tools like Mailtrack, Yesware, and Mixmax provide open and click-through rates for your email campaigns.

Higher scores can be assigned to leads who have visited key pages like pricing or engaged with your marketing emails, indicating stronger buying intent.

B. Scoring Based on Pipedrive Activities and Custom Field Data

In addition to the basic lead and company information, you can factor in Pipedrive activity data and custom field values when calculating lead scores:

  • Activities: Assign higher scores for activities like meetings booked, proposals sent, contracts viewed, etc.

  • Custom Fields: Score leads higher if they match your ideal customer profile based on custom fields like industry, job role, budget, etc.

This allows you to prioritize leads who are actively engaged with your sales process and closely align with your target buyer personas.

C. Implementing Lead Score Decay Over Time

A common challenge is that lead scores can become stale if a previously hot lead goes cold. To account for this, you can implement lead score decay, which reduces a lead's score over time if there is no continued engagement.For example, you could set up an automation that decreases the lead score by 10% every 30 days of inactivity. This ensures your sales team focuses on the freshest, most engaged leads.

D. Automating Actions Based on Lead Scores

One of the biggest benefits of lead scoring is the ability to automate follow-up actions and lead routing based on the calculated scores:

Lead Score Range

Automated Action


Enroll in new lead nurturing campaign


Assign to BDR for initial qualification


Assign to Account Executive for demo/proposal


Escalate to Sales Manager for high priority handling

This ensures each lead gets the appropriate treatment based on their level of sales-readiness, freeing up your sales reps to focus on the hottest prospects.Additionally, you can set up internal notifications and task assignments to alert the right team members when a lead reaches a certain score threshold.By leveraging these advanced lead scoring techniques in Pipedrive, you'll be able to:

  • Capture a more holistic view of lead engagement and buying signals

  • Prioritize the hottest, most qualified leads for immediate follow-up

  • Automate lead nurturing and routing for improved efficiencies

  • Align follow-up actions with a lead's level of sales-readiness

  • Ensure no hot leads slip through the cracks

This level of sales automation and intelligent lead management can significantly improve your team's productivity, conversions, and overall sales performance.

Integrating Pipedrive with Third-Party Tools

While Pipedrive provides robust CRM and sales pipeline management capabilities, integrating with complementary third-party tools can supercharge your lead scoring efforts. Here are some powerful integrations to consider:

A. Web Visitors Add-On to Identify Engaged Organizations

The Web Visitors add-on for Pipedrive integrates with services like LeadFeeder and LeadLander to track which companies are visiting your website. This lead intelligence is invaluable for:

  • Identifying engaged prospects before they even fill out a form

  • Scoring leads higher based on website engagement signals

  • Triggering automated follow-up actions for hot leads

For example, you could set up an automation to assign a lead score of 75 and create a task for an SDR to reach out if a lead from your ideal customer profile visits your pricing page.

B. Adinton for Identifying "Ready to Buy" Leads

Adinton is an AI-powered lead scoring solution that integrates directly with Pipedrive. It uses machine learning to analyze data points like:

  • Firmographic details (industry, company size, location)

  • Contact details (job title, department, seniority)

  • Buyer intent signals (website activity, content consumption)

  • Sales engagement data (emails, meetings, proposals)

Based on this analysis, Adinton calculates an Artificial Intelligence Score indicating how "ready to buy" each lead is. This score can then be synced to a custom field in Pipedrive for lead prioritization and automated routing.

C. Salespanel and Outfunnel for Advanced Scoring Models

Salespanel and Outfunnel are third-party lead scoring platforms that integrate with Pipedrive to provide more advanced scoring capabilities:

  • Customizable scoring models based on your unique criteria

  • Predictive scoring using machine learning algorithms

  • Funnel analytics to identify drop-off points and optimize scoring

  • Prescriptive recommendations for next best actions

These tools are ideal if you want a more robust, data-driven approach to lead scoring beyond Pipedrive's out-of-the-box functionality.

D. GetQuanty for Real-Time AI Lead Scoring

GetQuanty is an AI-powered solution that integrates with Pipedrive to provide real-time lead scoring and prioritization. Its key features include:

  • Automated data capture from web, email, CRM, and other sources

  • Predictive lead scoring using machine learning models

  • Intelligent lead routing and task automation

  • Funnel analytics and optimization recommendations

GetQuanty's AI engine continuously analyzes lead data and engagement signals to calculate real-time scores, ensuring your team always focuses on the hottest prospects.By integrating Pipedrive with best-in-class lead scoring and sales intelligence tools, you can take your lead management efforts to new heights:


Key Benefits

Web Visitors

Identify engaged companies before they convert


AI-powered "ready to buy" lead scoring


Advanced customizable scoring models


Real-time AI lead scoring and prioritization

These integrations provide additional data points, predictive analytics capabilities, and intelligent automation to complement Pipedrive's core functionality. The result is a more comprehensive and effective lead qualification process to drive sales productivity, conversion rates, and ultimately revenue growth.

Lead Scoring Best Practices

Implementing an effective lead scoring system in Pipedrive requires careful planning and ongoing optimization. Here are some essential best practices to follow:

A. Collaborating Between Sales and Marketing Teams

Aligning your sales and marketing teams is critical for successful lead scoring. Marketing should define the criteria for a marketing qualified lead (MQL), while sales determines the sales qualified lead (SQL) threshold.Regular collaboration ensures the scoring model accurately reflects your ideal customer profile, buyer personas, and shared definitions of sales-readiness.

B. Continuously Refining the Scoring Model

Lead scoring is an iterative process. You'll need to continuously analyze performance data and refine your scoring criteria based on:

  • Which leads are converting at higher rates

  • Characteristics of your best customers

  • Changing business priorities and target markets

Set up a cadence (e.g. quarterly) to review and adjust the scoring model as needed.

C. Focusing on Lead Behavior Over Demographics

While demographic and firmographic data is important, research shows that behavioral data like email engagement and website activity is a stronger indicator of buying intent.Focus your scoring model primarily on lead engagement signals rather than just static company/contact details.

D. Implementing Automation for Consistency

Manual lead scoring is time-consuming and prone to human error. Leverage Pipedrive's workflow automation capabilities to ensure scoring rules are applied consistently across all leads.You can also automate actions like lead routing, task assignments, and follow-up sequences based on lead scores for improved efficiencies.

E. Combining Multiple Scoring Models

A single, one-size-fits-all scoring model may not be sufficient for complex businesses with diverse product lines or sales cycles.Consider implementing multiple scoring models tailored to specific use cases, product families, industries, etc. Then use the highest score across models to prioritize each lead.

F. Setting Conversion-Ready Thresholds

Work with your sales team to establish clear score thresholds for qualifying leads as sales-ready. For example:

Lead Score

Qualification Stage


New Lead


Marketing Qualified


Sales Accepted


Sales Qualified

This ensures reps only pursue the hottest, most qualified opportunities.

G. Implementing Lead Nurturing Workflows

For leads that don't meet your sales qualification threshold, implement automated lead nurturing campaigns in Pipedrive to continue engaging them with relevant content until they're sales-ready.Nurturing helps prevent premature lead drop-off and can re-engage stale leads over time.

H. Analyzing Lead Scoring Performance

Regularly analyze key metrics like:

  • Conversion rates by lead score range

  • Average sales cycle duration by lead score

  • Number of SQL and closed-won opportunities by lead score

This data will help you identify potential issues and optimize your scoring criteria.

I. Educating Teams on the Scoring Model

Ensure all customer-facing teams thoroughly understand your lead scoring methodology. This shared knowledge enables consistent, effective follow-up based on a lead's level of sales-readiness.By following these best practices, you'll be able to implement a highly effective, data-driven lead scoring system in Pipedrive. This will empower your teams to prioritize the hottest prospects, automate processes, and ultimately drive more sales productivity and revenue growth.

Limitations of Pipedrive Lead Scoring

While Pipedrive provides robust CRM and sales pipeline management capabilities, its native lead scoring functionality has some notable limitations to be aware of:

A. Lack of Native Lead Scoring Data

Out of the box, Pipedrive doesn't capture many of the critical data points needed for comprehensive lead scoring, such as:

  • Website activity (page visits, content downloads, etc.)

  • Email engagement (opens, clicks, etc.)

  • Detailed firmographic data beyond basic company info

  • Technographic data (tools and technologies used)

  • Intent data (search activity, content consumption, etc.)

Without this valuable buyer signal data, your scoring model may not accurately reflect a lead's true level of engagement and sales-readiness.

B. Limited Analytics Capabilities

Pipedrive's reporting capabilities are fairly basic when it comes to analyzing the performance of your lead scoring efforts. There is no way to easily view metrics like:

  • Conversion rates by lead score range

  • Average sales cycle duration by lead score

  • Revenue influenced by lead score

  • Lead score trends over time

This lack of robust sales analytics makes it challenging to optimize your scoring criteria for maximum impact.

C. Complex Customization

While Pipedrive allows you to create custom fields and basic automation rules, building out a truly sophisticated, multi-dimensional lead scoring model can become quite complex and unwieldy within the platform's constraints.For example, implementing capabilities like:

  • Lead score decay over time

  • Multi-model scoring (separate models per product/service)

  • AI-powered predictive scoring

  • Funnel analytics to identify drop-off points

...would likely require significant custom development and integration with third-party tools.

D. No Predictive Lead Scoring

Pipedrive's lead scoring is based solely on explicit, defined rules and criteria that you configure. It does not leverage machine learning or predictive analytics to automatically identify patterns and signals that may indicate a lead's propensity to convert.As a result, you may miss out on key buying signals that could improve your scoring accuracy and prioritization efforts.To overcome these limitations, you'll likely need to integrate Pipedrive with complementary third-party solutions for functions like:


Potential Solution

Lack of lead data

Data enrichment tools (e.g. LeadGenius, Clearbit)

Limited analytics

BI tools (e.g. Tableau, Looker) or dedicated scoring platforms

Complex customization

Workflow automation tools (e.g. Zapier, or custom development

No predictive scoring

AI lead scoring (e.g. Adinton, GetQuanty, Outfunnel)

By augmenting Pipedrive with these additional capabilities, you can build a more robust, data-driven lead scoring and prioritization engine tailored to your specific business needs.It's important to weigh the costs and complexity of these potential solutions against the expected benefits of improved lead management, sales productivity, and ultimately better conversion rates and revenue performance.

Additionally, you'll want to ensure any integrated tools can seamlessly sync data bi-directionally with Pipedrive to maintain a centralized view of your leads and sales pipeline.While Pipedrive's out-of-the-box lead scoring may have some shortcomings, its flexibility to integrate with complementary solutions makes it a powerful CRM platform at the center of your sales tech stack.


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