I'm looking for a sense check on how people actually use lead scoring as part of their marketing automation and what particular features are critical and which ones are a 'nice to have'. The basic requirements seem to be: Update a score based upon certain activity such as viewing pages, opening emails, submitted a form, visited a landing page etc. Update a score based upon a custom field from a conversion form. Triggering a score change from an automation. Having a score decay rate or time frame. How do you use lead scoring? Is there anything you'd like to see that current systems don't offer? Thanks in advance!