SalesWings provides you with an intuitive way to gain insights and profile your leads and contacts from all of your data: the Falcon rule builder.

Index 📋

Rule behavior & Guidelines
Building Rules to create Scores
1. Scoring Builder Interface
2. Scoring Conditions, Rules and Groups
  1. Available Conditions and Logic
  2. Building Rules and Examples
    Form Submission example
    Page Visit example
    Time based rules examples
    Rule with Date condition (time-based)
    Page visit & Relative Date based rule example
    Page visit with granular rule using "Group"
Getting Support 🙂

Rule Behavior & Guidelines

The following guidelines are important to note ℹ️

Make sure that you define the use cases and goals with your team before setting up tags and scores
SalesWings support is available to help you set up or review your rules
New scores are always applied for all leads, retrospectively and automatically moving forward
1. For example, if you create a new rule based on a pricing page visit, all your existing leads will be updated with the new score. Future leads visiting the page, will automatically be scored.
Changes to your existing scores, as well as new scores, will be updated and will also reflect the changes in Salesforce, Marketing Cloud, and other integrations you use
Applying rules may take several seconds or minutes, depending on the volume of leads you have

SalesWings Rule Builder

Scoring Builder Interface

With our intuitive, no-code rule builder you can easily define rules when leads automatically pick up tags, or when their score should change.

Important is that you align on use cases with your team, and set them up with purpose in mind. Your success manager is available at any time for a work-shop or session! 🙂

Score Builder Interface

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Click + to create a new score
Give the score its name
1. Choose generic words so that your colleagues understand the purpose and meaning when reading it, for example "Product X score" (not: "Score 1")
2. Use emojis for better usability and to easily filter reports or segments in Salesforce or other systems
Choose a color for the score
1. Scores are sorted by color in the sales insights view
2. Using the same color by score category is a good idea, for example use "yellow" for all product related scores and "green" for all Counters
Select "Easy Mode" if you'd like to normalize the Score
1. On the right you can also see the maximum possible points for all rules you have set up
Define your scoring rules, when points should be added or removed
Filter amongst all your scores, when looking for an existing score

Scoring Conditions, Rules and Groups

The various data points are available for all automations in SalesWings, whether for scoring, or sales alerts.

Adding a condition

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Click + to add new rules, conditions, groups, or criteria
Select conditions in the drop down

Available Conditions and Logic

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Lead conditions
1. Attribute: Create a rule based on Custom Attributes which you received about leads
2. Email address: Create rule based on the leads email, or email domain (i.e. gmail, key accounts, competitors etc)
3. Tags: Create rules based on Tags. You can also create a new Tag when a lead has 2 related tags, for example to identify cross-selling opportunities or bundle interest
4. Predictive Score: Create a rule depending how engaged a lead currently is
5. Score: Create a rule when a lead has a certain score / reaches a score threshold
Event Conditions
1. Custom Event: Create a rule when a lead has received a Custom Event
2. Form Submit: Create a rule when a lead has submitted a form on a specific URL
3. Page Visit: Create a rule when a lead visits a specific URL. Keep in mind that this includes UTM and other parameters, if you'd like to run a rule when someone clicks on a campaign, channel, medium or else (useful for Counters)
Logic
1. Group: Create more granular rules and nested rules

Available Options:

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Containing
The URL or keyword must be included in the condition (URL, Custom Event, etc.).
- Example: Keyword = pricing → example.com/pricing2025 matches.
Equals to
The URL or keyword must exactly match the condition (URL, Custom Event, etc.).
- Example: Keyword = www.example.com/pricing → example.com/pricing2025 does not match.
Not Containing
The URL or keyword must not be included in the condition (URL, Custom Event, etc.).
- Example: Keyword = pricing → example.com/careers matches, example.com/pricing does not.
Contains any of
Same as Containing, but uses the OR function. Supports comma-separated values.
- Example: Keywords = Pricing, Careers, About-us → example.com/pricing matches.
Contains all of
Same as Containing, but uses the AND function. Supports comma-separated values.
- Example: Keywords = Pricing, summer-2025 → example.com/pricing?utm_campaign=summer-2025 matches.
Matches Regex
Uses a regular expression to match conditions.
- Example: Regex = utm_campaign=(spring|summer)-\d{4} → example.com?utm_campaign=spring-2025 matches.
Does not match Regex
Excludes matches based on a regular expression.
- Example: Regex = utm_campaign=(spring|summer)-\d{4} → example.com?utm_campaign=winter-2025 matches.

Building Rules and Examples

💡Form Submission example

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Here we choose to run a rule when a form is submitted
Conditions available to filter
1. URL: Defines on what URL the form has to be submitted
2. Referrer: Defines from where the lead came to reach the page, where the form was submitted
3. Date: Defines during what date range the form has to be submitted
4. Relative Date: Defines during what time range the form has to be submitted

💡 Form submission - Rule example

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In the above example, the rule will be triggered when a form is submitted on a URL where the keyword "blog" is present.

Examples of Scoring Conditions and Matching Rules

💡Page visit example

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Select your condition, here the "Page Visit"
Click on + to add choose filter conditions, which will identify the exact page visit
Here we look at a URL with a specific UTM parameter to target a campaign click
Create a Group (see below) to do more granular rule building
Click here to copy a condition

💡Page visit & Date-based rule example

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Here we want to run a rule based on a page that was visited
Choose how your criteria should be behave
1. ALL: this means all defined conditions have to be true for 1 single URL
2. ANY: this means at least 1 defined conditions has to be true for ANY URL visited
3. In this example, the URL has to have both texts in the same URL, so both "utm_campaign=spring" AND "/download-guide", for example:
  1. www.website.com/download-guide?utm_campaign=spring > Rule runs
  2. www.website.com?utm_campaign=spring > Rule does NOT run, because "/download-guide" is missing

💡Page visit & Date-based rule example

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In the above example, the rule will be triggered when a URL is visited with a UTM parameter "utm_campaign=spring" (i.e. from a spring paid or email campaign) AND the same URL needs to have the text "/download-guide" in the URL.

You can now, for example, select a date range when the page has to be visited
Pick an option and a date
1. You can define your time zone in the tab "Account Settings"

💡Page visit & Relative Date-based rule example

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Pick "Relative date" to look at a time range
Pick whether the page should be visit before or after a certain time range
You can now measure the relative date in several intervals

💡Page visit with granular rule using "Group"

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Use a "Group" to nest additional rules for highly targeted rules
Choose ALL or ANY, like described above
1. In this example, because we choose ANY, the same URL needs to have either "whitepaper-1" or "whitepaper-2" in the URL, on top of the other rules

💡Page visit using URL condition and "Contains Any of" option

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This rule setup identifies users who visit pages linked to your seasonal campaigns.

The URL must contain any of the following:
spring-2025, summer-2025, fall-2025, or winter-2025

AND

The URL must also contain UTM_Campaign=

💡Custom Event Rule Example

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This score has 2 scoring rules, one which applies points a single time, and one which adds points multiple times, each time a lead gets a custom event.

This rule adds 5 points every time, but not more than 3 times, when the custom event matches the rule criteria. The lead can therefore collect maximum 15 points for this rule.
This rule adds 10 points once.
Choose the condition "Custom Event"
By choosing "ALL", you can set multiple conditions that all look at a single custom event. In other words, all conditions within the rule have to be true for 1 custom event.
In this example, the Custom Event needs to
1. have the keyword "video" in the event name or event category, AND:
2. The URL condition defines where the custom event needs to be fired, in this case, on a URL where the keyword "resource-library" is present
In this example, the Custom Event needs to
1. have the keyword "chat engagement" in the event name or event category, AND:
2. The Custom Event has to be received within the last 30 days

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This scoring rule looks at the event name in a granular way. The rule will look at 1 single Custom Event, and make sure that both conditions are true for the same event.

Choose ALL to make sure that all conditions have to be true for a single Custom Event
Define your conditions for this event, in this example we're looking for 2 keywords in the same Custom Event

💡Using Regex Rules for Flexible URL Matching

This rule identifies visitors who landed on URLs that include a UTM campaign for specific seasonal campaigns, such as spring or summer, followed by a four-digit year.

In this example, the URL must match the following Regex pattern:
utm_campaign=(spring|summer)-\d{4}

This pattern matches any URL containing utm_campaign= followed by either spring or summer, then a dash and a four-digit year.

For example:

✅ example.com?utm_campaign=spring-2025 → matches
✅ example.com?utm_campaign=summer-2024 → matches
❌ example.com?utm_campaign=winter-2025 → does not match

This is a great way to track visits to campaign URLs that follow a consistent naming structure, such as seasonal promotions or recurring yearly marketing efforts.