Lead Scoring in Brevo: Build a Predictive Model That Identifies Real Buyers
Lead scoring turns raw contact activity into an actionable prediction: who is most likely to buy. In Brevo, the scoring engine is simple but extremely powerful when you architect it correctly. This guide walks you step-by-step through building a complete scoring model that works for ecommerce, SaaS, and service businesses.
Key Insight: Most Brevo users waste scoring by only adding points for opens and clicks. Real scoring requires behavioral weighting, timing logic, friction removal, and qualification layers.
Why Lead Scoring Matters in Brevo
Lead scoring is not a “nice to have.” It’s a revenue multiplier. When you implement scoring correctly:
- You identify buyers earlier.
- Your automation flows get sharper.
- Your sales team focuses on warm contacts instead of cold buckets.
- Your ecommerce segmentation becomes far more accurate.
- Your marketing cost per acquisition drops because messaging becomes relevant.
Why Brevo is ideal for scoring: It supports contact attributes, events, behavior tracking, and custom rules—everything needed for tiered scoring.
How Lead Scoring Works Inside Brevo
Brevo scoring is rule-based. You define scoring rules based on:
- Actions (Events): page visits, product views, cart views, email clicks.
- Engagement: open rate, click-through, reply events.
- Profile attributes: job title, company size, location, industry.
- Ecommerce activity: product category interest, recency, frequency, monetary value (RFM).
- Time decay: removing points when leads go inactive.
Remember: Scoring is a ranking system — not a perfect measurement. Your job is not precision; your job is prioritization.
Framework: Building a Predictive Lead Scoring Model in Brevo
A scoring system must answer one question: Does this person show intent?
Here’s a simple and proven model:
1. Assign Points to High-Intent Signals
| Signal | Points |
|---|
| Pricing page visit | +20 |
| Added to cart | +30 |
| Requested demo / submitted form | +40 |
| Email clicked | +10 |
| Product comparison viewed | +15 |
| High-value product viewed repeatedly | +25 |
2. Add Negative Scoring for Bad Fit
This prevents noise.
| Behavior | Score |
|---|
| No engagement for 60 days | -20 |
| Unsubscribed from one channel (but not all) | -15 |
| Bounced email / invalid domain | -100 |
3. Use Segments Based on Score
- Hot Lead: 60+ points
- Warm Lead: 30–59 points
- Cold Lead: under 30 points
Action: Create three dynamic segments using score-based filters.
Step-by-Step: Setting Up Lead Scoring in Brevo
Step 1 — Identify the Signals That Matter
Start with the following categories:
- Email engagement
- Website visits
- Product interest
- Conversion attempts
- Form submissions
Step 2 — Go Inside Brevo → Contacts → Lead Scoring
Create your first scoring rule:
- IF email is opened THEN add 5 points
- IF email clicked THEN add 10 points
- IF product page visited THEN add 15 points
Step 3 — Add Ecommerce Scoring (For Shopify/WooCommerce)
If you connected Shopify/WooCommerce:
- Add to cart: +30
- Checkout start: +40
- Purchase: +60
Step 4 — Add Negative Behavior Rules
- No open for 30 days → -10
- No engagement for 60 days → -20
- Hard bounce → -100
Step 5 — Create Segments Based on Score
Segments automate targeting:
- High Intent (60+): Send promotional sequences.
- Warm Prospects (30–59): Nurture with educational sequences.
- Cold (0–29): Re-engagement or pruning rules.
Blueprints: Scoring Models for Different Business Types
1. For Ecommerce Stores
Ecommerce scoring formula:
Engagement × Intent × Frequency
Examples:
- Viewed category “Shoes” 3+ times → +15
- Added multiple products to cart → +30
- Clicked discount emails → +8
2. For SaaS Companies
- Visited pricing page → +20
- Activated a feature → +10
- Requested demo → +40
- Signed up but didn’t activate → -10
3. For Service Businesses
- Consultation request → +30
- Download lead magnet → +15
- Viewed testimonial page → +10
How to Use Lead Score Inside Automations
You can trigger automations based on scoring thresholds.
Example Workflow
- IF score ≥ 60 → move to “Sales Ready” workflow
- IF score 30–59 → nurture for 7–14 days
- IF score < 30 → add to long-term education
Time-Decay Automation
Brevo lets you remove points automatically if contacts go silent.
Pro Tip: Add a weekly automation that subtracts 3 points if the contact does not open any email within 7 days.
Common Scoring Mistakes to Avoid
- Giving too many points for opens (they mean nothing).
- Not using ecommerce events.
- Not subtracting points for inactivity.
- Not separating hot, warm, cold buckets.
- Using only engagement and ignoring behavior.
- Failing to update scoring rules quarterly.
Final Checklist Before Activating Your Model
- Your scoring rules cover engagement + intent + qualification.
- You built dynamic segments for each score bracket.
- Your automation reacts to score changes.
- Your lead decay rules remove points over time.
- Your scoring is different for warm vs cold leads.
Last Step: Test your scoring on a batch of real contacts. Compare score predictions with actual conversions.
Final Verdict
Brevo’s scoring engine is simple, but when used correctly, it becomes a prediction system for revenue. The entire goal is to find the people who are most ready to buy—and route them into the right campaign or sales touch at the right moment.
Once your scoring structure works, your Brevo automations become smarter, your segmentation becomes sharper, and your marketing becomes predictable.