The Predictive Lead Score

Predictive Lead Score Introduction and Use Cases

Philip Schweizer avatar
Written by Philip Schweizer
Updated over a week ago

The Predictive Lead Score (also called "Flame" or "Lead Temperature") helps you prioritize your sales actions based on the current level of your lead's interest in your company, products, or services. We call it the "Engagement Score" because it identifies strong, growing engagement in learning about more your business - making it the perfect way to get the timing right to (re)engage with a lead.

SalesWings has collected and analyzed billions of website engagement data points, and performed research on how specific lead behavior and digital language should be interpreted. We have then developed a proprietary predictive sales algorithm which is built into each account natively, analysing your contact's website visits and behavior.

The algorithm looks at various data points such as pages viewed, visit frequency and trends, recency, time spend, comparative analytics and more. To make this predictive scoring actionable, it is a dynamic score which will adjust in real-time based on your lead's behavior, giving you constantly the current level of interest of your leads, making it the right tool to identify:

> Prioritising hot leads when getting a lot of inbound leads
> Prioritising most engaged leads following an email marketing campaign or similar
> Surfacing leads timely to sales teams when you have longer sales cycles (monitoring)

Relying purely on "point scoring" comes with a set of issues. It is typically difficult to maintain a score actionable over time. This is why we provide both a predictive score, and a point score.


As an illustrative example to understand the reasoning better, imagine your website was a physical store; say, a car dealership. A lead is visiting your store, looking at different vehicles, then leaves. They return the next day, sits in a few cars, looks around, leaves, comes back later in the afternoon, etc. This would typically be a person identified as a hot lead.

Since level of engagement doesn't ultimately mean that the interest is of quality, we give you as well our "Point lead scoring", also referred to as the "Quality Score", where you define actions that deserve points. A job seeker, that keeps going back to the website to look for open positions, may be hot - but not a good lead. For example you may want to give points for visits to your key product pages and pricing page, but not for visits to your career portal.

> Read more about "Point Lead Scoring" here.

The different lead states of the Predictive Lead Scoring algorithm

"Hot" Contacts are currently very interested!

As soon as a contact turns hot, we will send you a notification to Slack, email, or browser with our Chrome extension. After qualifying this lead based on CRM and other data, we strongly recommend you to make a quick follow-up by email or phone if your judgements agrees.

Keep an eye on "Warm" Contacts

"Warm" contacts have shown certain interest over time and in recent days. Look at who is warm, and then use your instinct and other data available (CRM, lead and company profile etc) to follow up with the ones that you consider interesting. (Look also at the Point Lead Score on the left right of the row, to decide whether it is worth to follow-up. The higher the score, the more interest he has shown over time).

Neutral contacts are not fully engaged

"Neutral" contacts are not showing particularly strong interest at this point in time, based on our analytics. In certain situations we may of course be missing data, such as a phone conversation a sales lead may have had. Simply seeing a lead returning, even if they are "neutral", may be a good moment to call back an older lead. Use our flames as an indication, and then use your own judgement and other data available to decide where the next best lead to contact.

Cold Contacts

"Cold" contacts. Inactive in less than 60 days, but were never hot, and are not favorite leads. You should be paying attention and re-activate them as soon as possible.

"Frozen" contacts

"Frozen" contacts have not been back on your website in quite some time. They are likely forgetting about you, and there is a risk that they will not consider you as a supplier and company if a need is coming up on their end. If you have too many cold contacts, it may be an indication to ramp up your email marketing nurturing to gain more visibility.

Beware for "Leads at Risk"!

"Leads at Risk" are contacts that you should pay attention to as they had been strongly engaged in the past!

They have not been on your website in more than 3 months, and they risk to forget you, if they will make a purchase soon.

In order to become a "Lead at Risk", the need to have been "Hot" at least once in the past, or you have marked them as "Favorite contacts".

"Waiting" Status

This occurs when the Lead has no activity and arises when a Lead was created because of Email-Tracking.

If you have more questions, simply send us an email to!

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