AI Lead Scoring Explained

Pulse AI automatically scores every lead in your pipeline on a scale of 0 to 100, helping your team focus on the prospects most likely to convert. This guide explains how scoring works, what influences it, and how to put scores to practical use.

How Pulse AI Scores Leads

Lead scoring runs on behavioral data analysis powered by Claude, Anthropic's AI. Rather than relying on a single data point, Pulse AI evaluates a combination of engagement signals, demographic information, and behavioral patterns to produce a holistic score.

Scores are calculated when a lead enters your pipeline and are updated periodically as new activity occurs. You will see the score displayed on each lead card in the Kanban board and in the lead detail panel.

Score Ranges

• 80-100 (Hot) — High-intent leads showing strong engagement. These should be your top priority for immediate follow-up.
• 60-79 (Warm) — Interested prospects who need a bit more nurturing. A well-timed call or tour invitation can push them forward.
• 40-59 (Moderate) — Leads with some interest but limited engagement so far. Keep them in your follow-up sequence.
• 20-39 (Cool) — Low engagement or incomplete information. Worth a periodic check-in but not a daily priority.
• 0-19 (Cold) — Minimal signals of interest. These may be spam submissions, tire-kickers, or leads that have gone silent.

Factors That Influence Score

Pulse AI weighs multiple factors when calculating a lead's score:

• Form completeness — Leads who fill in optional fields (fitness goals, preferred start date) score higher than those who submit only the minimum required fields.
• Engagement with emails/SMS — Opening emails, clicking links, and replying to messages all boost the score.
• Response speed — Leads who respond quickly to your outreach are scored higher.
• Website activity — If your lead form captures referral source data, leads from high-intent sources (e.g., "pricing page" vs. "social media ad") may score differently.
• Follow-up interactions — Scheduling a tour, attending a trial, or asking about membership plans signals genuine intent.
• Demographics — Proximity to your gym location and alignment with your typical member profile can positively influence scores.
• Time in pipeline — Leads that linger in early stages without activity will see their scores gradually decrease.

Using Scores to Prioritize Follow-Ups

Here is how to build lead scoring into your daily sales routine:

1. Start your day with high-score leads. On the Kanban board, sort each column by Lead Score (Highest First). Work through the hot leads before moving to warm ones.
2. Filter by score range. Use the board's filter to show only leads scoring 70+ when your team has limited time.
3. Set score-based alerts. Under Settings > Marketing, you can configure alerts when a lead's score crosses a threshold (e.g., notify the lead owner when a score jumps above 75).
4. Review score explanations. Click into any lead and look at the Score Breakdown section. Pulse AI provides a brief explanation of the top factors driving that lead's score, helping you tailor your outreach.

Customizing Score Thresholds

You can adjust how your team categorizes scores:

1. Go to Settings > Marketing.
2. Under Score Thresholds, set the cutoff values for Hot, Warm, Moderate, Cool, and Cold labels.
3. These labels appear on lead cards and in filtered views.
4. Click Save to apply.

Adjusting thresholds does not change the underlying scores. It only changes how they are labeled and displayed to your team. If your gym's typical close rate means that leads scoring 50+ are worth immediate attention, lower your Hot threshold accordingly.

Score Updates

Lead scores are not static. Pulse AI recalculates scores when meaningful events occur, such as an email open, a tour booking, or a period of inactivity. You can also trigger a manual score refresh from the lead detail panel by clicking Refresh Score.