Score leads on who they are and what they do.
Score every contact on fit and engagement, let AI tune the model against the deals you win, and route each lead to the right rep.
Activity
Scoring
Timing
Example
Each visit in the last 30 days adds 10 points, up to 50 per contact. Each visit in the last 30 days adds 10 points, fading as it ages, up to 50 per contact.
This contact earns +50 points from 5 visits. This contact earns +24.7 points from 5 visits.
Used by MOps teams replacing Marketo, Pardot, and HubSpot.
ClickHouse
- Valuation
- $15B
- Employees
- 500+
- Replaced
- Marketo
Plaid
- Valuation
- $8B
- Employees
- 1,500+
- Replaced
- Marketo
Webflow
- Valuation
- $4B
- Employees
- 1,500+
- Replaced
- Iterable
Profound
- Valuation
- $1.8B
- Employees
- 300+
- Replaced
- Customer.io
Productboard
- Valuation
- $1.7B
- Employees
- 500+
- Replaced
- Marketo
BuildOps
- Valuation
- $1B
- Employees
- 600+
- Replaced
- HubSpot
ACV Auctions
- Ticker
- NYSE: ACVA
- Employees
- 3,200+
- ARR
- $1B
Veriforce
- Valuation
- $1.2B+
- Employees
- 1,800+
- Replaced
- Pardot & Marketing Cloud
AMCS
- Valuation
- €2B
- Employees
- 1,300+
- Replaced
- Pardot
How scoring works.
Rules add points for who a contact is and what they do, tiers turn the totals into a grade, and the grade goes wherever you route leads.
Score who fits
Add points for the titles, companies, and industries you sell to, and take them away for competitors and other poor fits.
Fit
How closely a contact matches your ideal customer.
Engagement
How a contact interacts with your business over time.
Draw the tier lines
Set each score's range and drag the boundaries between its three tiers, A to C for fit and 1 to 3 for engagement.
Fit × engagement
Find the overlap between who fits and who is engaging.
Read fit and engagement together
The grid crosses fit with engagement, so sales can start with the best-fit, most engaged contacts and see how many sit in every other cell.
Write the grade to your fields
Map each score and tier to a contact field for audiences and workflows, synced to the linked Salesforce lead or contact.
Keep the model tuned to what closes.
Every night Conversion backtests your scoring model against the deals you won and lost, then proposes changes with the evidence behind each one. Review them yourself, or let them apply on their own.
Contacts who booked a meeting converted at 3.1x the model baseline over the last 90 days. The current weight underprices the strongest signal in the model.
Present in 68% of closed-won contacts but unscored today, found in the web activity your warehouse syncs from Snowflake.
No lift over the baseline (0.98x). The rule fills the B tier with contacts who never advance, which slows routing for the SDR team.
Change the model without the guesswork.
Every rule shows what it does before it goes live, every publish is a version you can restore, and every score comes with its reason.
Scoring
Route every lead to the right rep.
Workflows pick up contacts as they reach a grade, rotate them across a team or keep them with the account's owner, and log why each lead went where it did.
Rotate leads across a team
A Routing step hands each A-tier lead to the next rep in the group with round robin, then posts it to the team's Slack channel.
Keep accounts with their owner
Pick the group to rotate through, and when a lead's account already has an owner on the team, the lead goes to them first.
See why each lead went where it did
Every decision is logged with the checks behind it: the account owner, reps skipped along the way, and where the rotation picked up.
Queue the rest in Salesforce
B-tier leads go to a Salesforce lead queue for your team to assign, with a task on the record so the follow-up has an owner.
Scores that run through the rest of Conversion.
The same grade targets audiences, starts workflows, and reads data from every object you sync.
Act on every grade
Workflows pick up contacts as they reach a grade and can branch on any score or tier in a later step.
Target by grade
Build audiences on any score or grade, like every top-grade contact whose company has no open opportunity.
Score on data from anywhere
Fit rules read contact, company, deal, and custom object fields, including data synced from your warehouse.
Common questions
What marketing ops teams ask before they rebuild their scoring model.
Scores come from rules you can read, and AI keeps them tuned. Every night Conversion backtests the model against closed-won and closed-lost outcomes from Salesforce and proposes changes, like raising a weight, adding a rule, or removing one that doesn't predict revenue, with the evidence for each. Apply them one at a time or switch to auto-apply. Every change is logged and can be undone.
Every contact gets a letter for fit and a number for engagement. A is the best fit and C the weakest, and 1 is the most engaged and 3 the least, so an A1 matches who you sell to and is active right now. You set the score range behind each letter and number.
Form submissions, page visits, email opens and clicks, campaign membership and status changes, and custom events such as product actions. Each can be filtered, like page visits to your pricing page, and email opens and clicks leave out bots.
Points can fade gradually to zero or stay whole until they expire, over the number of days you set, and a rolling window limits which activity counts at all. A cap on a rule or a group keeps one signal from running away with the score.
Active scores re-evaluate every few minutes. Engagement fades on its own as activity ages, so scores change even when nobody does anything, and only changed scores are written to your fields.
Changes save to a draft while you work, and each rule's example shows what a sample contact would earn. Nothing publishes while a rule has an issue, and every published version stays in the history, ready to preview or restore.
Routing runs in workflows. A Routing step rotates leads across a group with round robin or assigns a specific owner, can keep a contact with the owner of its account, and falls back to another group or owner when nobody is eligible. Every decision is logged with the checks behind it, and owner changes write back to Salesforce.
Yes. Lead scores are calculated for each contact, and fit rules can read the contact's company and its opportunities, so account traits like size, industry, and open deals count toward each person's score.
See your scoring model rebuilt with rules sales can read.
Bring the rules you score with today, and we'll rebuild them in Conversion during the demo, decay and tiers included.