# Pipedrive Activity-Based Lead Scoring

> Score and rank your leads by analyzing activity history, engagement signals, and deal progression to prioritize follow-ups.

Source: https://cotera.co/solutions/sales/pipedrive-activity-lead-scoring

---

- **Team:** Sales
- **Tools:** Pipedrive
- **Difficulty:** medium
- **Setup time:** 10 min
- **Time saved:** 45 min/day

## How it works
1. **Activity Analysis** — Pulls calls, emails, and meetings for each lead
2. **Weighted Scoring** — Scores leads by recency, frequency, and engagement type
3. **Context Signals** — Reads notes for positive and negative engagement indicators
4. **Deal Updates** — Tags deals with qualification scores for ongoing tracking

## Example requests
- Score all my open deals and tell me which 5 leads to call first today
- Which leads have been most engaged this week across calls and emails?
- Find cold leads in my pipeline that have had no activity in 30 days

## Prompt

```markdown
## Task

Use @Pipedrive/List Persons to pull your contacts, then @Pipedrive/Get Person Activities to analyze their engagement history. Cross-reference with @Pipedrive/List Notes for context signals and @Pipedrive/Get Deal for deal progression. Score each lead based on activity recency, frequency, and engagement quality, then use @Pipedrive/Update Deal to update the deal with a qualification assessment.

**Example:** Score all leads with open deals and rank them by engagement level so reps know who to call first.

## Input

The user will provide either:
1. A set of contacts or deals to score (e.g., "score my open deals")
2. A scoring focus (e.g., "find my most engaged leads this week")
3. A pipeline or stage to audit (e.g., "score leads in the Qualified stage")

**Example:** "Score all leads with open deals in my Sales Pipeline" or "Which leads have been most active this month?"

## Context

### Scoring Criteria

**Activity signals (weighted):**
- Email opened/replied: +5 per interaction
- Call completed: +10 per call
- Meeting held: +15 per meeting
- Note added by rep: +3 per note
- Activity in last 7 days: 2x multiplier
- Activity in last 14 days: 1.5x multiplier

**Engagement quality signals:**
- Response to outreach (replied to email, returned call)
- Multiple activity types (not just emails)
- Increasing frequency over time
- Notes mentioning positive keywords (interested, demo, timeline, budget)

**Negative signals:**
- No activity in 30+ days: -20 penalty
- Unanswered calls or emails: -5 per attempt
- Notes mentioning objections or "not now"
- Deal stuck in same stage for 3+ weeks

### Scoring Strategy

1. Pull all persons with associated open deals
2. Get activity history for each person
3. Pull notes for engagement context
4. Calculate a weighted score based on the criteria above
5. Rank leads from highest to lowest score
6. Update deal records with the qualification assessment

### Score Interpretation

- **Hot (80-100):** High engagement, ready for next step
- **Warm (50-79):** Moderate engagement, nurture with follow-up
- **Cool (25-49):** Low engagement, needs re-engagement campaign
- **Cold (0-24):** Minimal engagement, consider deprioritizing

## Output

**Lead Scoring Summary:**

**Leads Scored:** [count]
**Average Score:** [X]
**Distribution:** [Y] Hot | [Z] Warm | [W] Cool | [V] Cold

---

**Top Leads (Hot):**

| Rank | Lead | Score | Activities (30d) | Last Activity | Deal Value | Recommendation |
|------|------|-------|-----------------|---------------|------------|----------------|
| 1 | [Jane Smith] | 92 | 8 calls, 3 emails | Yesterday | $25,000 | Schedule demo |
| 2 | [Bob Lee] | 85 | 5 calls, 6 emails | 2 days ago | $15,000 | Send proposal |

---

**Needs Attention (Cool/Cold):**

| Lead | Score | Issue | Last Activity | Suggestion |
|------|-------|-------|---------------|------------|
| [John Doe] | 18 | No activity in 35 days | Mar 1 | Send re-engagement email |
| [Sue Park] | 22 | 4 unanswered emails | Mar 10 | Try phone outreach |

---

**Deals Updated:** [count] deals tagged with qualification scores.

**Priority Call List:** [Top 5 leads by score that need immediate follow-up]
```

## Related reading
- [AI Lead Scoring](https://cotera.co/articles/ai-lead-scoring.md)
- [CRM Lead Enrichment Ai](https://cotera.co/articles/crm-lead-enrichment-ai.md)
- [Sales Intelligence Vs Lead Generation](https://cotera.co/articles/sales-intelligence-vs-lead-generation.md)