AI Lead Scoring Software

AI lead scoring that evaluates the whole account

Trailspark brings product activity, marketing engagement, CRM history, warehouse data, and web behavior into one account story. It evaluates that story against your definition of qualified and explains why.

Where point models run out

The same action does not deserve the same value everywhere

A point model has to price each action once, then apply that price to every account that takes it.

A points model, applied everywhere

Pricing page viewed 3+ times+25
Webinar attended+15
Demo requested+30

Total70

Clears the threshold. Routed to sales.

Also 70 points

A 40-person account, three weeks into a trial

Six people are active in the same workspace and one of them connected a production data source last Thursday. The pricing views came after the setup work, not before it.

Worth a rep today.

Also 70 points

An existing customer's procurement analyst

One person, no product activity on the account this quarter, renewal 60 days out. The pricing views are due-diligence on a contract you already have.

A renewal question, not an acquisition one.

A point model can see every event and still flatten the meaning into generalized values. Trailspark evaluates what the evidence means for this account under the definition of good that applies.

The configuration surface

From scoring model to evaluation lens

Criteria, points, and weights are one way to encode business judgment. A plain-language lens is another.

Judgment encoded as arithmetic

Criteria and weights are explicit and controllable, and for one motion with stable inputs they can carry a team a long way. The cost is maintenance. Every conditional case becomes another criterion, every segment or motion becomes another model to keep in sync, and a year later the reason a signal is worth 25 points lives in someone's memory.

Judgment encoded as a description

You write what a good account looks like for a given motion in plain language and set which accounts the lens applies to. Trailspark evaluates each account story against it. The definition stays readable, so the people who own the number can review it, argue with it, and change it. No points to tune.

An acquisition lens, written the way you would explain it to a new rep

"Accounts over 500 employees on an active trial. Good looks like three or more people from a platform or infrastructure team working in the same workspace inside two weeks, at least one production data source connected, and a named owner on the account. Heavy usage from a single evaluator, with nobody else joining, is not enough on its own."

The evidence

Before the call, one account story

Five sources, resolved into one chronological view of what happened at the account and who made it happen.

Product activity, at event fidelity

Named, timestamped actions: who configured which feature, what they connected, how many teammates joined, how deep the setup went and how fast. Not a rolled-up usage field on a CRM record.

See the signals Trailspark reads

Marketing engagement

Content, webinars, email response, and campaign history pulled from HubSpot or Marketo, attached to the account rather than scored per contact.

Connect HubSpot or Marketo

CRM history

Open opportunities, closed deals, lifecycle stage, owner, and account records read from Salesforce or HubSpot.

Connect your CRM

Warehouse and web context

Scheduled BigQuery syncs using SQL your team already trusts, plus behavior on your own web properties.

Connect BigQuery

Identity resolution

Product users who signed up with a personal email, CRM contacts at the known domain, and anonymous sessions that later became known all resolve to one account. Plumbing, not the headline: it is what makes the rest of the evidence comparable.

How identity resolution works

Here is what that changes. The same account, read as a list of scored actions and read as one story.

Legacy lead scoring · counts actions

Priya Nair · VP PlatformMQL

Downloaded the "Architecting for scale" guide+10
Attended the "Scaling event pipelines" webinar+15
Viewed the pricing page 6 times+25

Score50

Routed to a rep as a lone contact.

Never sees her product usage, the engineer in the trial, or that no Economic Buyer has surfaced.

With Trailspark · reads the whole timeline

Brightwave, Inc

One account. Marketing and product activity, in sequence.

Jun 22
Priya Nair read the "Architecting for scale" guidemktg
Jun 23
Priya Nair attended the "Scaling event pipelines" webinarmktg
Jun 24
Priya Nair viewed the pricing page 6 timesmktg
Jun 25
Priya Nair heaviest product usage on the account, active 6 of 7 daysproduct
Jun 27
Sam Cole configured SSOproduct
Jun 28
Sam Cole connected the integrationproduct

HIGHReasons through the sequence: Priya is your Champion, and the account is heating up.

surfaces engaged, latent, and missing roles

Brightwave, Inc· buying groupHIGH

3 of 4 roles identified · 2 engaged · Economic Buyer missing · 86% confidence

EngagedChampionPriya Nair · VP Platform
EngagedTechnical EvaluatorSam Cole · Staff Engineer
LatentDecision MakerJ. Chen · VP Engineering · in CRM
MissingEconomic Buyerno one on the committee yet

An exec sponsor engaging your scaling and pricing content while an engineer runs a live technical evaluation. Read together, this is an account with real propensity to buy.

High propensity, missing a role. Trailspark writes the gap to your CRM so sales and marketing can launch a play to bring Finance into the deal.

Reasoned evaluation

The reason is part of the evaluation

A score breakdown tells you which inputs moved the number. Trailspark explains why the supporting and counter-evidence add up to this call, for this account, now.

Example evaluation · day 6 of a trial · acquisition lens

Counter-evidence

One named user on the account
Low APM event volume
Zero log throughput

Supporting evidence

Four applications configured in six days
Log ingestion and deploy tracking connected
Alerting and several monitoring capabilities set up

The reason returned with the propensity

"Throughput is thin and only one user has been identified, which normally counts against an account. On day 6 of the trial it does not outweigh what has already been configured: four apps, log ingestion, deploy tracking, alerting, and monitoring, in the order an account takes when it is instrumenting for real. Volume follows instrumentation. Re-evaluate if throughput is still flat once the trial is three weeks old."

Change the trial age and the same evidence should produce a different call. That is the judgment being made, rather than a list of factors being ranked.

Lenses

Different motion, different question

An account in a trial, an account you already sold, and an account 60 days from renewal are not being asked the same thing.

Acquisition

Is this trial behaving like an account we should pursue?

Breadth and speed of activation, who is doing the setup, whether the fit matches the segment you sell into.

Expansion

Is there credible evidence of broader demand here?

New teams appearing in the workspace, adjacent features being adopted, usage pushing against the shape of the current plan.

Renewal

Does this account still look like the ones that renew?

Depth of adoption against the behavior you consider healthy, and what has changed on the account since the last evaluation.

Lenses can also cut by segment, user type, or vertical. Each one declares which accounts it covers, so an account is evaluated under the definitions that are relevant to it rather than all of them at once.

The same account can deserve a different evaluation depending on the question. Trailspark evaluates it against the definition of good that applies.

Activation

Put every evaluation to work

Trailspark evaluates. Your existing systems execute. Nobody has to open another workspace to see the call.

Salesforce and HubSpot writeback

Propensity, score, the written reason, the evaluated lens, evaluation date, and buying-group roles and coverage land as structured fields on the account and company records your team already works in.

Configuring field mapping

Slack alerts, routed per lens

Send an evaluation to the channel that owns that motion, with the reasoning attached, so the first thing a rep reads is why the account surfaced.

Setting up Slack alerts

Segment

Push the Trailspark score back into Segment to feed the downstream tools already listening to your event stream.

Segment destination

Selective CRM creation

Trailspark evaluates at the account level first and creates CRM records only for people who meet the criteria you set, so free-trial volume never lands in your contact count.

How CRM record creation works

Signals in, from the stack you already run

Webhooks accept any event structure. Native integrations cover the CRMs, CDPs, product analytics tools, and warehouse you already use.

See all integrations

How AI lead scoring works: common questions

No. You author the definition of good, in plain language, for each motion you sell. SparkSense can draft an acquisition lens from your closed-won evidence so you start from something real instead of a blank page, and you edit and approve that draft before it evaluates anything. Trailspark does not derive weights from outcomes or change your definition on its own.

HubSpot scores records inside HubSpot using criteria and points you configure, with AI able to suggest criteria and high-impact events. Either way, the definition of good ends up expressed as scoring criteria in the CRM. Trailspark works a level up: it resolves product activity, marketing engagement, and CRM history into one account story, evaluates that story against a plain-language definition you write, and writes the propensity, the reason, and the evaluated lens back into HubSpot as account fields.

Those platforms are built around predictive account prioritization, combining first-party CRM, marketing, and web activity with third-party and network intent to find accounts worth targeting. Trailspark evaluates the accounts already in your funnel using event-level product telemetry, resolved into one account story and judged against a definition of good you author yourself. Teams run both for different jobs: one finds accounts, the other decides what to do about the ones you have.

Compare three things rather than feature lists. Where the definition of good lives: in a model or a weighted set of behaviors, or in a plain-language lens you can read. What the explanation explains: which factors moved a number, or why supporting and counter-evidence add up to this call at this point in the account's life. What gets written downstream: a score, or the propensity plus the reason, the evaluated lens, and buying-group coverage on the CRM record.

Any event you already track. Trailspark's webhook ingestion accepts any event structure, and evaluates named, timestamped actions: feature adoption (a user completed the integration setup flow), collaboration (they invited two teammates), commitment milestones (they connected a production data source), and how usage moves over time. You map the events you already track during setup.

It can. Trailspark evaluates on demand gen and CRM evidence alone, and smaller teams use it that way as a more efficient MQL tool. The sweet spot is PLG and hybrid motions: an inbound pipeline from marketing plus a self-serve trial, where the two need to be read as one account story before anyone decides what the account is worth.

No. Selective CRM creation scores product users at the org level first and only creates CRM records for users meeting your configured criteria. Free trial signups with no buying signal stay in Trailspark without ever touching your HubSpot or Salesforce contact count.

The free plan is live the day you sign up. Plan for a few weeks from first event ingestion to calls you trust for routing. The gate is not Trailspark setup but writing a definition of good that reflects your motion (SparkSense can draft an acquisition lens from your closed-won evidence) and then tightening the wording once you have read a few evaluations.

Evaluate every account for what comes next.

Start free. Connect the signals you already collect, describe what good looks like, and read the reasoning behind every result in your CRM. No sales call required to evaluate.