Ruleset Examples
Concrete patterns for common ruleset shapes. Use these as starting points and tune the weights to match your data.
Marketing Qualified Leads (MQL)
Name: MQL Scoring - Standard
Purpose: Score leads based on marketing engagement
Status: Active
Score Field: mql_score
Rules:
- Email Open: +5
- Webinar Attend: +20
- Whitepaper Download: +10
- Form Submit: +15
This is the canonical inbound nurture model. Every interaction that signals interest in your content earns points; the cumulative score gives marketing a clean handoff threshold for sales.
Product Qualified Leads (PQL)
Name: PQL Scoring - Usage Based
Purpose: Score leads based on product engagement
Status: Active
Score Field: pql_score
Rules:
- Login: +3
- Feature Used: +5
- API Call: +2
- Upgrade Action: +25
For PLG motions where the product is the lead-magnet. Notice the modest weight on logins (cheap action) and aggressive weight on upgrade actions (commit signal).
Campaign-Specific
Name: Cyber Monday Campaign
Purpose: Special scoring for holiday campaign leads
Status: Scheduled (Dec 1-7)
Score Field: campaign_score
Rules:
- Email Open: +10
- Product Page View: +15
- Cart Add: +20
- Purchase: +100
Time-bounded so it auto-deactivates outside the campaign window. The dedicated campaign_score field keeps holiday attribution cleanly separated from year-round MQL scoring.
Vertical-Specific
Name: Healthcare Vertical Engagement
Purpose: Engagement scoring tuned for healthcare buyers
Status: Active
Score Field: healthcare_score
Rules:
- Email Open: +5
- HIPAA Whitepaper Download: +30
- Compliance Webinar Attend: +35
- ROI Calculator Use: +25
- Form Submit (vertical = healthcare): +20
Apply this alongside the standard MQL ruleset to score healthcare leads more aggressively on vertical-specific content.
Customer Expansion
Name: Customer Expansion Signals
Purpose: Score existing customers for upsell opportunities
Status: Active
Score Field: expansion_score
Rules:
- Power User Action: +10
- Pricing Page View (existing customer): +25
- Add Seats: +50
- Contact Sales (existing customer): +75
- New Workspace Created: +30
Used in customer-success motions; pair with an Account Level "Strategic" tier to focus expansion plays.
Negative Quality Signals
Name: Engagement Quality
Purpose: Penalize disengagement signals
Status: Active
Score Field: engagement_score (same as primary)
Rules:
- Email Bounced: -10
- Unsubscribed: -20
- Marked As Spam: -50
- Hard Bounce: -25
Often used as a separate ruleset for clean attribution. Some teams prefer to fold these into the primary ruleset; running separately makes it easier to disable without touching the production model.