Scoring Instagram and WhatsApp leads with five questions
· 5 min · Intentos
When ads send people into DMs, the inbox fills with conversations of very different value. A lead score helps you answer the right ones first. It works best when you can explain every point of it.
Five questions per conversation
Ask the same questions of every conversation:
- How well does this person fit an ideal customer you defined?
- Do they sound like a buyer rather than a browser?
- Did they ask for a price?
- Did they share an email or phone number?
- Are they ready to buy now?
A weighted sum you can read
Intentos weighs the answers into one score: 100 x (0.45 fit + 0.20 buyer intent + 0.10 asked for a price + 0.10 shared contact + 0.15 ready to buy). Fit carries the most weight because a perfect buyer for the wrong product is not a lead. Without any ideal customer defined, the fit weight moves onto buyer intent.
Example: a strong fit (0.9), clear intent (0.8), a price question, no contact shared and medium readiness (0.5) gives 100 x (0.405 + 0.16 + 0.10 + 0 + 0.075) = 74.
From score to stage
Stages turn the score into action: new, qualified, hot, then won or lost. Let leads move forward on their own as the score rises, but never backwards, and do not close a lead on a single "no thanks": wait for two weeks of silence after a decline before marking it lost. Every automatic change should be easy to undo.
