Automated Email & Lead Scoring System for a SaaS Marketing Platform

1. Project Overview

A fast-growing SaaS marketing platform serving mid-sised businesses needed help automating their lead nurturing and sales qualification process. Their sales team was overwhelmed with unqualified leads, and marketing lacked visibility into user intent and behavior.

Merto was engaged to design and implement an AI-driven email automation and lead scoring system to streamline their funnel and boost conversions.

2. The Challenge

The platform faced several friction points:

• Low conversion from trial to paid users
• No systematic way to score or prioritise leads
• Manual follow-ups and generic email campaigns
• Lack of behavioral segmentation based on user interaction
• Difficulty aligning marketing with sales activity

3. Our Approach

We began by auditing the existing CRM and customer journey. The key was building intelligent workflows that responded to user behavior and scored leads based on intent.

Approach highlights:

• Mapped the complete user journey from signup to conversion
• Implemented dynamic segmentation based on activity (e.g., email opens, feature usage)
• Developed a custom lead scoring algorithm
• Integrated with HubSpot and third-party analytics tools
• Created tailored email campaigns for each lead stage

4. The Solution

Our team deployed an AI-enhanced system that combined marketing automation with smart lead prioritisation:

• Behavior-Triggered Email Sequences: Personalised emails based on what users did (or didn’t do) inside the platform
• Lead Scoring Engine: Assigned scores based on email interaction, session depth, and CRM data
• Sales Alerts: Hot leads were flagged and sent directly to the sales team with context-rich profiles
• Analytics Dashboard: Visualised the entire funnel and campaign performance

5. Results & Impact

• 30% increase in email open rates
• 2.5x lift in lead-to-demo conversion rate
• 40% decrease in sales team follow-up time
• Identified “silent churn” risks early using engagement trends
• 20% increase in monthly recurring revenue within 4 months

6. Client Feedback

“The automation workflows Merto built are pure gold. Our sales team finally works smarter, not harder — and it’s showing in our numbers.”
– VP of Growth, SaaS Marketing Platform

7. Tech Stack / Tools Used

• HubSpot

• Zapier

• Google Tag Manager

• Mixpanel

• Custom Python scripts for lead scoring logic

• Mailgun (for transactional email delivery)

  

8. Ongoing Engagement

We continue to support A/B testing for emails, optimise scoring thresholds, and explore predictive analytics for future upgrades.