Lead scoring
How Nudge scores every lead out of 100, how to read and act on scores, and how to tune the criteria and the per-form rules.
What the score means
Every lead in Nudge has a score out of 100. It answers one question: how good a prospect is this person for you? The score is shown everywhere you decide who to work on — Contacts, pipelines, My day, the dashboard's Leads to prioritise — and it also feeds the no-show risk of their meetings.
Scores fall into three tiers:
| Tier | Score |
|---|---|
| Hot | 80 and above |
| Warm | 50 to 79 |
| Cold | below 50 |
Two ways a lead is scored
| Lead came from | How the score is computed |
|---|---|
| A conversation with the Website Agent | Nudge's AI reads the conversation and rates it on five criteria — Stated need, Budget fit, Target profile, Engagement, Intent — with one sentence per criterion explaining the points. |
| A classic form (filled in field by field, without a conversation) | Per-form scoring rules add or remove points based on the answers, the contact details and the traffic source, when the form is submitted. |
When a lead has had a conversation, the conversation's score is the one that counts.
The lead score is different from the conversation score (Hot, Engaged, Interested, Curious, Cold), which only measures how close one conversation came to a booking.
The Lead Scoring screen
Open Lead Scoring in the Sales group (closers and setters see it as My hot prospects). The title bar reminds you that Every lead is scored out of 100.
Tabs
All, Hot, Warm, Cold and Dismissed, each with its count. A link can open a tab directly, and clicking a lead in the dashboard's Leads to prioritise opens it here.
The lead list
Leads are sorted by score. Each line shows:
- Score out of 100, with what changed: ↑ 12 pts today, Scored today or the date it was scored;
- Prospect: name, company, role and the form they came from (via [form]);
- Main signal: the sentence that best sums up the lead, otherwise their need, their objection or a topic they raised;
- Next step: their upcoming meeting, a follow-up to approve, to call for a lead scored 80 or more with nothing planned, or handing them to an agent.
Click a lead to unfold it.
Why this score
The unfolded lead shows Why this score: one row per criterion, with the points earned out of the maximum and the reason. A criterion the conversation never touched says Not raised in the conversation.
For a lead scored by form rules, the rows group the rules that matched. Two messages can appear:
- No scoring criteria are set on this prospect's source form… — the score came from elsewhere or from an older version of the rules.
- The criteria have changed since: they would give 64 today… — the score shown is the one computed when the lead came in; it is not recomputed when you change the rules.
Act on a lead
Three actions sit under the breakdown:
- Propose a meeting — see below.
- Dismiss — choose a reason (Not our target, Already a customer, Bad timing, Duplicate, Other). The lead moves to the Dismissed tab, where Restore puts it back in the queue at any time.
- or hand over to the Nurturing Agent — opens the contact record, where you hand the lead to an agent (see Contacts).
The right column shows what Nudge knows about the selected lead: their need, likely offer, account, and the reasons given for engagement and intent, with a link to the contact.
Propose a meeting
Click Propose a meeting
The window shows the closer — by default The most available closer this week — and their free times. Click Change closer to pick someone else.
Pick the proposed times
Select the times to suggest under Proposed times (Free in [closer]'s calendar). The prospect can also pick from all of the closer's availability.
Review the message and send
Nudge prepares the message (Hi [name], [closer] can walk you through it in 30 minutes. Pick whichever time suits you:). Edit it if needed, then click Send the proposal.
Nothing is booked when you send: the times are suggestions, and the prospect books through the link, which shows the closer's real availability at the moment they click. The lead needs an email address.
Tune the scoring criteria
The Scoring criteria card, on the left, shows how the 100 points are split between the five criteria, grouped as Very important (more than 20 points), Important (11 to 20) and Secondary (10 or less).
| Criterion | Default weight |
|---|---|
| Stated need | 25 |
| Budget fit | 25 |
| Target profile | 20 |
| Engagement | 20 |
| Intent | 10 |
To change them, click Edit, spread the 100 points across the criteria (the Total must be exactly 100), and save. A B2B team that sells mostly on fit might raise Target profile; a team with long cycles might raise Intent.
The new scale applies to the next conversations. Leads already scored keep their score.
Editing the criteria requires the permission to manage forms.
Per-form scoring rules
Classic forms do not go through Nudge's AI: their score comes from rules you set per form. Click Per-form rules under the criteria card, pick a Form, and edit its rules.
Start from a preset (optional)
Start from a preset fills the rules with a starting set: B2B SaaS, Agency / Services or E-commerce.
Add rules
Open Add a rule… and pick a rule type. Each rule has a number of points — positive to add, negative to subtract — and, for some types, a field, an operator or a value.
Check the ranges and save
The panel shows the maximum reachable score and the resulting Score ranges (Cold, Cool, Warm, Hot). Click Save.
Available rule types:
| Category | Rules |
|---|---|
| Contact attributes | Professional email domain (not Gmail, Yahoo…), Phone number provided, Company name provided, Email domain matches (a domain or a comma-separated list) |
| Form fields | Field equals value (operators: equals, does not equal, contains, greater than, less than, is one of, starts with, ends with), Field has any value, Field contains keyword |
| Behavioral signals | All fields completed, Fast form completion (under 2 minutes), Returned visitor, Came from embed type |
| Traffic source | UTM source matches, UTM medium matches, UTM campaign matches, Referrer domain matches, Has any UTM params |
| Negative signals | Free email provider, No phone number, Contains spam keywords |
| Timing | Books within 24h, Books within a week |
The points of all matching rules are added up, and the total is kept between 0 and 100. Answers are compared the way a person would read them: "about 8,000 €" or "a company of 30 people" match numeric and option conditions.