Lead Scoring with Make.com: Step-by-Step Automation Guide

Building a consistent, data-driven lead scoring system in make.com helps you qualify leads faster, prioritize outreach, and automate sales-ready handoffs without manual work.

This how-to guide walks you through planning, building, and refining a complete lead scoring automation using make.com scenarios and integrations.

Why Use Make.com for Lead Scoring Automation?

Manual lead qualification is slow, inconsistent, and hard to scale. With make.com, you can turn your rules into repeatable workflows that run 24/7 and sync scores across your CRM and marketing tools.

Using automation for lead scoring allows you to:

• Score every new lead based on profile and behavior data.
• Update scores in real time as leads interact with your brand.
• Trigger targeted follow-ups when thresholds are reached.
• Align marketing and sales around clear qualification rules.

Before you open make.com, you need a clear scoring model and data sources.

Plan Your Lead Scoring Model Before Make.com

A strong automation in make.com starts with a well-defined lead scoring framework. Clarify what makes a lead valuable for your business and how you will measure that.

Define Your Ideal Lead Profile

Begin by documenting who your best customers are. This allows you to convert their attributes into numerical scores.

• Company size or revenue.
• Industry or niche.
• Job role and seniority.
• Region or territory.
• Tech stack or tools used.

Assign positive points for high-fit attributes and negative points for poor fit. You will later map these values into your make.com workflow.

List the Behaviors You Want to Score

Next, identify the key actions that indicate buying intent. These will often come from your CRM, forms, marketing platform, or website analytics.

• Form submissions and content downloads.
• Email opens and link clicks.
• Website visits and key page views.
• Event registrations and webinar attendance.
• Trial sign-ups or demo requests.

Give higher scores to actions closer to purchase, such as pricing page visits or demo requests, and lower scores to early research behaviors.

Set Thresholds for Lifecycle Stages

Once you have attributes and behaviors scored, define score ranges for each lifecycle stage. This is critical for the automations you will create in make.com.

• Marketing Qualified Lead (MQL): first level of sales relevance.
• Sales Qualified Lead (SQL): ready for direct sales outreach.
• Disqualified or low priority: does not fit target profile.

Example thresholds:

• 0–39 points: Nurture.
• 40–69 points: MQL.
• 70+ points: SQL and send to sales.

These numbers can change later. The important part is to define a first version that your make.com scenario can use to trigger actions.

Prepare Your Data Sources for Make.com

Lead scoring automation in make.com depends on clean, accessible data. Identify where your lead data lives and how it can be accessed via integrations.

Common Systems to Connect to Make.com

• CRM (for example: HubSpot, Pipedrive, Salesforce).
• Marketing automation (such as Mailchimp, ActiveCampaign, Klaviyo).
• Form tools (Typeform, Gravity Forms, Webflow, or native website forms via webhooks).
• Spreadsheets (Google Sheets, Excel) used as temporary databases.
• Product or app data sources through APIs.

Confirm that each tool exposes the necessary fields (email, lead ID, attributes, activity logs) so your make.com scenario can calculate and update scores correctly.

Map Fields for Lead Scoring

Before building the scenario in make.com, document a simple data mapping table. Include:

• Source field name (e.g., CRM property or form field).
• What it represents (industry, role, page view count, etc.).
• Score value for each possible option.
• Destination field where the final score will be stored.

This mapping becomes your blueprint when configuring modules and formulas in make.com.

Build the Lead Scoring Scenario in Make.com

With a model and mapping ready, you can now design the actual automation in make.com. The basic idea is to watch for new or updated leads, compute scores, store them, and trigger follow-ups.

Step 1: Choose a Trigger in Make.com

Start by creating a new scenario in make.com and adding a trigger module.

Typical trigger options:

• New lead created in your CRM.
• Lead updated (new activity or field change).
• Form submission received via webhook.
• Scheduled check for leads that need rescoring (for example, every hour).

The trigger defines when lead scoring runs, so choose the event that best matches your process.

Step 2: Fetch and Normalize Lead Data

Next, add modules in make.com to retrieve all relevant data for the lead.

• Look up the lead in your CRM by email or ID.
• Pull profile attributes (industry, role, company size, region).
• Retrieve recent activities: page views, email engagement, form fills.
• Optionally, read enrichment data from third-party tools.

Use tools like Set Variable, JSON functions, or Data Store modules in make.com to standardize values so that the scoring logic is easy to maintain.

Step 3: Apply Lead Scoring Rules in Make.com

Now convert your scoring model into formulas or rule blocks inside make.com.

1. Create separate score components, for example:
   • Profile score (fit).
   • Engagement score (behavior).
   • Negative score (disqualification factors).
2. Use tools like Router and Filter to set conditional branches, such as:
   • If industry equals target industries, add points.
   • If role contains decision-maker titles, add points.
   • If lead unsubscribed, set score to zero or mark as disqualified.
3. Combine all partial scores into a single totalScore variable with a formula module.

Keep your logic modular so adjusting one rule later does not break the whole make.com scenario.

Step 4: Store and Sync the Lead Score

Once you calculate the score, update all systems that need to use it.

• Write the total score to a dedicated field in your CRM.
• Update tags or lists in your email platform.
• Optionally, log scoring history to a spreadsheet or database.

Make sure your make.com scenario includes clear error handling, such as fallback actions when an update fails.

Step 5: Trigger Automated Actions by Score

With scores saved, use make.com to automate next steps when thresholds are reached.

• Send internal notifications (Slack, email) when a lead becomes an MQL or SQL.
• Create or update deals and tasks in your CRM for high-score leads.
• Enroll leads into specific email sequences based on score.
• Notify account owners about hot leads in their territory.

Use filters on scenario routes in make.com to ensure that only leads above defined thresholds trigger sales actions.

Test and Optimize Your Make.com Lead Scoring Flow

After the first version is live, iterate based on real-world feedback and performance metrics.

Test Your Scenario Step-by-Step

Use the built-in tools in make.com to run test executions with sample leads.

• Verify that all required data is pulled correctly.
• Check that the calculated score matches your manual expectations.
• Confirm that CRM fields, tags, and deals are updated.
• Ensure notifications and automations trigger at the right thresholds.

Fix mapping issues and edge cases (missing data, invalid fields) before applying scoring to all leads.

Refine Thresholds and Rules Over Time

As your team uses the scores produced by make.com, gather feedback from marketing and sales.

• Are high-score leads converting at expected rates?
• Are sales getting too many or too few SQLs?
• Which behaviors correlate best with wins?

Adjust point values, add new events, or change thresholds based on data. Make small, controlled changes and measure the impact on conversion rates.

Best Practices for Reliable Lead Scoring in Make.com

• Keep rules transparent: document your scoring model so all teams understand how make.com calculates scores.
• Review regularly: schedule quarterly reviews to align with evolving ideal customer profiles.
• Avoid over-complication: start simple and expand only when you have enough data.
• Maintain data quality: ensure your source systems are deduplicated and standardized.

If you want expert help designing scalable lead scoring or broader automation architecture, you can partner with specialized consultants such as Consultevo for strategic and technical guidance.

Learn More About Make.com Lead Scoring

For a deeper walkthrough, module configuration examples, and additional use cases, consult the official tutorial on the make.com website: Lead scoring automation guide on make.com.

By combining a solid scoring model with flexible workflows in make.com, you can turn raw lead data into a reliable, always-on qualification engine that keeps your sales pipeline focused on the best opportunities.

Need Help With Make.com?

If you want expert help building, automating, or scaling your Make scenarios, work with ConsultEvo — certified workflow and automation specialists.

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