Lead Scoring Rulesets: Build the Model, Run the Model

A Lead Scoring Ruleset is how you tell Paminga what a good lead looks like — three score components, unlimited rules per component, full Segment Builder conditions, and an optional Lead Qualification gate.

Lead scoring is one of those topics every marketer agrees is important and most don't actually configure. Usually because the UI is terrible, the math is opaque, or both. Paminga's Lead Scoring Ruleset model fixes both.

The Three Score Components

A contact's overall lead score is the sum of three components. You build each one independently:

• Contact Score — points for who they are. Job title, industry, having a name on file, list membership. Static attributes. Granted once.
• Activity Score — points for what they did. Page views, PDF downloads, video watches, whitepaper engagement.
• Engagement Score — points for deeper engagement signals. Form submissions, webinar registrations, blog comments. The "they took an action" tier.

Adding up to a single number that tells sales whether to call.

Adding Scoring Rules

Inside any component, click Add Scoring Rule. You'll set:

• Rule Name — what this rule is rewarding or penalizing
• Conditions — defined in the Segment Builder, same surface you use everywhere
• Add or Subtract points
• Number of Points
• Required — if checked, this rule must be met for the contact to be Lead Qualified
• Enable — turn the rule off without deleting it
• Run Frequency — Automatically (perpetual monitoring) or on an interval

The point ceiling is yours. The conditions are infinitely flexible. The math is transparent.

Lead Qualification — The Optional Gate

Total points get you a score. Lead Qualification gets you an MQL.

Optionally configure Lead Qualification Settings — minimum thresholds across each component, required rules, and any other gates you want. A contact is "Lead Qualified" only when all the criteria you set are met.

This is the line where marketing hands the contact to sales. Make sure the bar is high enough to mean something.

Ruleset Settings

• Ruleset Name — what you're calling this model
• Active — turn it on or off
• Make This Your Default Ruleset — the one that shows on Contact Detail pages and on data downloads

You can have multiple Rulesets — one for your primary business, others for specific segments or use cases — and pick which one is default.

The Killer Detail: Same Segment Builder

Every condition in every scoring rule uses the same Segment Builder as the rest of Paminga. Contact details, visit activity, form submissions, automation interactions, custom field values — and combinations thereof.

If you can express it as a Segment, you can use it as a scoring condition.

❌ Don't run a lead scoring model in a spreadsheet because your MAP makes the UI painful.
✅ Do build it inside Paminga where the same Segments drive Workflows, Conditional Actions, and reporting too.

A Few Practical Notes

• Rules can be disabled, not just deleted. Turn one off, run for a quarter, turn it back on. You don't lose the configuration.
• Required rules are powerful. Use sparingly. They're absolute gates — no points anywhere else compensate for missing a Required rule.
• Start simple. Three rules per component is plenty for a first pass. Add complexity as you learn.

Check out our Lead Scoring Best Practices docs for guidance on getting started.

Get Started

1. Open Marketing Center → Lead Scoring and create a new Ruleset
2. Name it, mark it active, optionally set as default
3. Add rules in each of the three components — Contact, Activity, Engagement
4. Configure Lead Qualification thresholds if you're ready to define what "MQL" means
5. Let it run for two weeks before tuning — you need data

Read the Create a Lead Scoring Ruleset docs to dig in.