Lead Scoring and Enrichment in Pulse

Pulse scores every lead automatically so your team spends time on the most viable opportunities without manually triaging the list. Enrichment fills in missing details so the score reflects real-world signals rather than just what was typed in.

How lead scoring works

Scores are calculated the moment a lead is created and recalculated whenever key fields change (email, phone, website, contact person, industry, city, estimated value, deal type). You cannot override the score manually — it is entirely rule-based so every lead is judged on the same criteria.

The scoring engine uses five categories:

• Contact Readiness (up to 30 points) — does the lead have a valid email, a phone number, and a named contact person? These determine whether outreach is even possible.
• Digital Opportunity (up to 25 points) — website quality, whether the business has a website at all, SEO signals, and technical indicators. A business with a poor or missing website may represent a strong service opportunity.
• Business Fit (up to 25 points) — industry match, deal type alignment, and estimated value. High-value industries and retainer deals score higher.
• Engagement and Momentum (up to 15 points) — recent email opens, click-through activity, and enrichment signals like Google review momentum.
• Historical Signals (up to 15 points) — verified email deliverability, social media presence, and site load indicators from enrichment.

A missing MX record on the email address deducts points because it means the email is unlikely to be deliverable. A verified deliverable email adds points.

Grade and priority

The numeric score maps to a letter grade: A (highest), B, C, D. Pulse also sets a recommended priority — Urgent, High, Medium, or Low — based on the score. The priority shows on the lead card and is used as a sort tiebreaker. You can update the priority manually if your team has context the score cannot capture.

Viewing the score breakdown

Click the score badge on any lead card to see the full scoring breakdown: which categories contributed how many points and why. This makes it clear whether a score is held back by a missing email, a poor website, or a low estimated value.

Enrichment

Enrichment is a manual action triggered per lead from the lead detail view. It requires a website URL or email address to be present. The enrichment process runs as a background job and typically takes a few seconds to a minute.

When enrichment completes, the lead record is updated with:

• Website analysis — SSL certificate status, page load time, site quality assessment
• Email validation — MX record check and deliverability status for the lead email
• Google business signals — review count and rating, and how these are trending over time
• Contact discovery — additional people found at the company (name, job title, email, LinkedIn) added to the lead contacts sub-list
• Social media presence — links to Facebook, Instagram, LinkedIn, YouTube, TikTok, and Twitter profiles if found

Once enrichment data is applied, the lead score is recalculated to include the new signals.