Lead enters, gets scored by actions, if score is low they get nurturing content, if high they go to sales, repeat until conversion.
Execution Sample
Digital Marketing
Lead enters system
Collect data: visits, downloads
Assign score: +10 per download
If score >= 30: pass to sales
Else: send nurturing email
Repeat scoring after new actions
This process scores leads based on actions and sends nurturing content until they qualify for sales contact.
Analysis Table
Step
Lead Action
Score Before
Score Added
Score After
Decision
Next Action
1
Lead visits website
0
5
5
Score < 30
Send nurturing email
2
Lead downloads ebook
5
10
15
Score < 30
Send nurturing email
3
Lead opens nurturing email
15
5
20
Score < 30
Send nurturing email
4
Lead downloads case study
20
10
30
Score >= 30
Pass to sales
5
Sales contacts lead
30
0
30
Lead contacted
Wait for response
6
Lead responds positively
30
0
30
Lead converts
End process
💡 Lead score reaches 30 or more, lead is passed to sales and process ends after conversion.
State Tracker
Variable
Start
After Step 1
After Step 2
After Step 3
After Step 4
After Step 5
Final
Score
0
5
15
20
30
30
30
Lead Status
New
Nurturing
Nurturing
Nurturing
Qualified
Contacted
Converted
Key Insights - 3 Insights
Why does the lead get nurturing emails before reaching sales?
Because the lead's score is below the threshold (30), so nurturing helps increase engagement and score, as shown in steps 1 to 3 in the execution_table.
What happens when the lead score reaches 30?
The lead is considered qualified and passed to sales for direct contact, as seen in step 4 where the decision changes to 'Pass to sales'.
Does the lead score increase after sales contact?
No, after sales contact the score stays the same; the focus shifts to lead response and conversion, shown in steps 5 and 6.
Visual Quiz - 3 Questions
Test your understanding
Look at the execution_table at step 3. What is the lead score after the lead opens the nurturing email?
A25
B15
C20
D30
💡 Hint
Check the 'Score After' column for step 3 in the execution_table.
At which step does the lead score first reach the threshold to be passed to sales?
AStep 2
BStep 4
CStep 5
DStep 3
💡 Hint
Look for the first step where 'Score After' is 30 or more in the execution_table.
If the lead never downloads the case study at step 4, what would happen to the lead score and next action?
AScore stays below 30; lead keeps receiving nurturing emails
BScore reaches 30 anyway; lead passed to sales
CScore resets to 0; lead removed
DLead converts immediately
💡 Hint
Refer to the score increments and decisions in the execution_table rows before step 4.
Concept Snapshot
Lead scoring assigns points to leads based on actions.
Leads below a score threshold get nurturing content.
When score reaches threshold, leads go to sales.
Nurturing repeats until lead qualifies or converts.
This helps focus sales on ready leads and warms others.
Full Transcript
Lead scoring and nurturing is a process where leads are given points based on their actions like visiting a website or downloading content. If their score is below a set threshold, they receive nurturing emails to encourage more engagement. Once their score reaches the threshold, they are passed to sales for direct contact. Sales then tries to convert the lead. This cycle helps prioritize leads who are more likely to buy while keeping others engaged until they are ready.