Lead scoring implementation on website

Lead Scoring System Implementation on Website

Lead scoring is assigning a numerical score to each lead based on demographic data and behavior. Allows sales managers to focus on hot leads and automatically transfer them to CRM upon reaching a threshold.

Data Model

// Table schema
Schema::create('lead_scores', function (Blueprint $table) {
    $table->id();
    $table->foreignId('user_id')->nullable()->constrained()->nullOnDelete();
    $table->string('session_id')->index();
    $table->string('email')->nullable()->index();
    $table->integer('score')->default(0);
    $table->json('score_breakdown');      // {"pricing_visit": 15, "demo_watched": 25}
    $table->string('stage')->default('cold');  // cold, warm, hot, mql, sql
    $table->timestamp('mql_reached_at')->nullable();
    $table->timestamp('qualified_at')->nullable();
    $table->timestamps();
    $table->index(['score', 'stage']);
});

Schema::create('lead_events', function (Blueprint $table) {
    $table->id();
    $table->foreignId('lead_score_id')->constrained()->cascadeOnDelete();
    $table->string('event');
    $table->integer('points');
    $table->json('metadata')->nullable();
    $table->timestamps();
});

Scoring Points Configuration

// config/lead_scoring.php
return [
    'events' => [
        // Behavioral signals
        'page_view_pricing'          => 15,
        'page_view_case_study'       => 10,
        'page_view_demo'             => 20,
        'demo_requested'             => 50,
        'whitepaper_downloaded'      => 20,
        'webinar_registered'         => 25,
        'free_trial_started'         => 40,
        'pricing_calculator_used'    => 30,
        'comparison_page_viewed'     => 15,
        'contact_form_submitted'     => 40,

        // Engagement
        'email_opened'               => 5,
        'email_clicked'              => 10,
        'return_visit'               => 5,
        'visited_3_days_in_row'      => 15,

        // Fit signals (via form)
        'company_size_50_plus'       => 20,
        'role_decision_maker'        => 25,
        'budget_confirmed'           => 30,

        // Negative signals
        'unsubscribed'               => -20,
        'inactive_30_days'           => -10,
        'student_email_domain'       => -25,
    ],

    'thresholds' => [
        'warm' => 30,
        'hot'  => 60,
        'mql'  => 80,   // Marketing Qualified Lead → send to CRM
        'sql'  => 100,  // Sales Qualified Lead → immediate manager call
    ],
];

Scoring Service

class LeadScoringService
{
    public function track(string $sessionId, string $event, array $metadata = [], ?int $userId = null): LeadScore
    {
        $points = config("lead_scoring.events.{$event}", 0);

        $lead = LeadScore::firstOrCreate(
            ['session_id' => $sessionId],
            ['user_id' => $userId, 'score_breakdown' => []]
        );

        if ($userId && !$lead->user_id) {
            $lead->update(['user_id' => $userId]);
        }

        // Email identification from metadata
        if (!empty($metadata['email']) && !$lead->email) {
            $lead->update(['email' => $metadata['email']]);
        }

        // Some events counted only once
        $onceEvents = ['demo_requested', 'free_trial_started', 'contact_form_submitted'];
        if (in_array($event, $onceEvents)) {
            if (LeadEvent::where('lead_score_id', $lead->id)->where('event', $event)->exists()) {
                return $lead;
            }
        }

        // Record event
        LeadEvent::create([
            'lead_score_id' => $lead->id,
            'event'         => $event,
            'points'        => $points,
            'metadata'      => $metadata,
        ]);

        // Update score and breakdown
        $breakdown = $lead->score_breakdown ?? [];
        $breakdown[$event] = ($breakdown[$event] ?? 0) + $points;

        $newScore = $lead->score + $points;
        $newStage = $this->calculateStage($newScore);

        $lead->update([
            'score'           => $newScore,
            'score_breakdown' => $breakdown,
            'stage'           => $newStage,
        ]);

        // Triggers on threshold reach
        $thresholds = config('lead_scoring.thresholds');
        $prevStage  = $this->calculateStage($lead->score - $points);

        if ($newStage !== $prevStage) {
            $this->onStageChange($lead, $prevStage, $newStage);
        }

        return $lead->fresh();
    }

    private function calculateStage(int $score): string
    {
        $thresholds = config('lead_scoring.thresholds');
        if ($score >= $thresholds['sql'])  return 'sql';
        if ($score >= $thresholds['mql'])  return 'mql';
        if ($score >= $thresholds['hot'])  return 'hot';
        if ($score >= $thresholds['warm']) return 'warm';
        return 'cold';
    }

    private function onStageChange(LeadScore $lead, string $from, string $to): void
    {
        Log::info("Lead stage change: {$from} → {$to}", ['lead_id' => $lead->id, 'score' => $lead->score]);

        if ($to === 'mql') {
            $lead->update(['mql_reached_at' => now()]);
            // Send to CRM
            SyncLeadToCrm::dispatch($lead);
            // Marketing notification
            Notification::route('slack', '#leads-hot')
                ->notify(new MqlReachedNotification($lead));
        }

        if ($to === 'sql') {
            $lead->update(['qualified_at' => now()]);
            // Immediate sales manager notification
            $salesManager = User::salesManager()->inRandomOrder()->first();
            $salesManager?->notify(new SqlLeadAssigned($lead));
        }
    }
}

Frontend: Event Tracking

// lib/lead-tracking.ts
class LeadTracker {
  private sessionId: string;

  constructor() {
    this.sessionId = sessionStorage.getItem('ls_session') || this.generateId();
    sessionStorage.setItem('ls_session', this.sessionId);
  }

  async track(event: string, metadata: Record<string, any> = {}): Promise<void> {
    try {
      await fetch('/api/lead-score/track', {
        method: 'POST',
        headers: { 'Content-Type': 'application/json' },
        body: JSON.stringify({
          session_id: this.sessionId,
          event,
          metadata: { ...metadata, page: window.location.pathname },
        }),
      });
    } catch (e) {
      // Don't block UI on tracking error
    }
  }

  private generateId(): string {
    return Date.now().toString(36) + Math.random().toString(36).substr(2);
  }
}

export const tracker = new LeadTracker();

// Usage:
// View pricing page
tracker.track('page_view_pricing');

// Watch demo video (> 60 seconds)
videoElement.addEventListener('timeupdate', () => {
  if (videoElement.currentTime > 60 && !trackedDemo) {
    trackedDemo = true;
    tracker.track('demo_watched');
  }
});

// Download whitepaper
function downloadWhitepaper(email: string) {
  tracker.track('whitepaper_downloaded', { email });
}

Dashboard for Managers

-- Hot leads for last 7 days
SELECT
  ls.email,
  ls.score,
  ls.stage,
  ls.mql_reached_at,
  COUNT(le.id) AS events_count,
  MAX(le.created_at) AS last_activity
FROM lead_scores ls
JOIN lead_events le ON le.lead_score_id = ls.id
WHERE ls.stage IN ('mql', 'sql', 'hot')
  AND ls.mql_reached_at >= now() - interval '7 days'
GROUP BY ls.id, ls.email, ls.score, ls.stage, ls.mql_reached_at
ORDER BY ls.score DESC;

Timeline

Lead scoring system with configurable rules, CRM integration, and dashboard: 8-12 business days.