Lead scoring - Clay Docs

Lead scoring

Generate custom scores based on the data points that matter.

Overview

Lead scoring overview

Lead scoring is a method to prioritize leads based on various attributes like employee count, job titles, and online behavior to identify the leads most likely to become customers.

Types of lead scoring

Customer/Account Fit Scoring

Evaluates prospect alignment with ICP, and is based on company size, industry, and technology stack.

Lead/Account Engagement Scoring

Tracks interactions like email responses, website visits, and event participation.

Lead Grade

Comprehensive evaluation combining fit and engagement metrics.

Lead scoring prerequisites

Ensure you have the following to successfully lead score within Clay:

Data points for scoring
Lead scoring criteria
CRM fields for score syncing

Setting up lead scoring with custom formulas

Follow these steps to create a lead scoring system for your leads.

Step 1: Add a formula column

Go to your table and create a new column.

Set the column type to Formula.

Step 2: Enter your custom formula

Use the Formula Generator to create a formula that matches your scoring criteria.

For Number-Based Scoring: Use formulas to calculate a total score by adding points for attributes like company size, role, or revenue.
For Grade-Based Scoring: Use conditional rules to assign letter grades based on combinations of criteria.
For Fit Criteria: Use binary rules to label leads as “Yes” or “No” depending on whether they meet your defined requirements.

Step 3: Verify and save

Review your lead scores within Clay and save the formula.

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Getting started with Sequencer

Sequencer runs cold email campaigns at scale from your Audiences data, handling sending infrastructure, copy, and deliverability in one place.

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Connect your own email accounts

Connect email accounts you already own — Google Workspace, Microsoft 365, or any mailbox that supports SMTP — and use them as sending accounts for your campaigns.

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Email warmup

What email warmup does, how it differs on purchased and self-connected accounts, and why you'll see unfamiliar emails while it runs.

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Get leads ready to sequence

Everything a lead needs before a campaign can enroll it — a People segment in Audiences, an email address, and the enrichment your sequence draws on.

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Build your sequence

Write, personalize, and pressure-test the emails your campaign sends — before a single one goes out.

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A/B test your sequence copy

Run two versions of your campaign copy against each other, then send the rest of your leads to whichever one performs better.

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Launch and manage a campaign

Set a campaign's schedule and credit budget, launch it, and manage sending as leads move through the sequence.

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