**To send personalized offers based on each lead's interest level, you combine Papo's Lead Score (https://papo.global/) with an automation Flow, creating branches that trigger the right message according to the contact's score — hot leads receive a direct offer, warm leads receive educational content, and cold leads are nurtured with information, all without manual intervention.**

Instead of treating every contact the same way, you adjust communication automatically as soon as the lead enters the flow, increasing the relevance of your messages and your conversion rate. This strategy connects the CRM's intelligent qualification directly to Papo's automation journeys.

| Stage | What happens | Owner |
| :--- | :--- | :--- |
| Qualification | Assignment of the Lead Score (AI or manual) and continuous updating of the contact's score | Papo CRM and AI |
| Flow creation | Configuration of a flow with conditions based on the score (e.g., stars or tags) | Marketing / Sales |
| Personalized trigger | Automatic sending of the correct message to each flow branch, such as offers, content, or follow‑ups | Papo Flow (automation engine) |

## How Lead Score feeds the automation flow

Papo's Lead Score assigns a rating from 1 to 5 stars to each contact, indicating their purchase potential. The score can be generated in two complementary ways:

- **Automatic with AI:** the artificial intelligence analyzes the conversation history, looking for signs of intent, urgency, and questions about prices or terms. Each evaluated conversation consumes one AI credit, and the result updates the lead ranking automatically.
- **Manual assignment:** a team member can directly set the star rating or apply a tag, such as "Hot Lead" or "Requested a Quote", reflecting external interactions or the salesperson's perception.

When you insert a condition node in a Flow, you can check the contact's Lead Score value (the stars) or a specific tag. Based on that value, the flow decides which path to follow and which message to send — all in real time, without any manual action.

## Step by step: creating the flow with personalized offers

Build your automatic sales flow in just a few minutes using Papo's visual builder. The example below creates three communication branches, but you can adjust the number of levels and the messages according to your strategy.

| Step | Action in the Flow builder | Important details |
| :--- | :--- | :--- |
| 1. Define the trigger | Choose how the contact enters the flow (e.g., when receiving a first message, when added manually, or when reaching a specific tag) | The trigger can be configured to run automatically whenever a new lead is captured |
| 2. Insert condition (Lead Score) | Add a condition node and configure it to check the "Lead Score" field (stars) or a tag such as "Hot Lead" | You can combine more than one criterion (e.g., score > 3 **AND** tag "Quote") to narrow it down even further |
| 3. Create the branches | Define the rules: for example, leads with 4 or 5 stars follow the "Hot" path, leads with 3 stars the "Warm" path, and the rest the "Cold" path | Each branch can contain multiple steps, such as an immediate message, a pause, and a follow‑up |
| 4. Personalize the messages | In each branch, insert a "Send Message" node with text suited to the lead's profile | For hot leads, a direct and personal proposal; for warm leads, educational material or an invitation to a webinar; for cold leads, a welcome message and scheduling a new contact |
| 5. Save and activate | Review the logic, save the flow, and switch the status to "Active" | The flow will start processing new contacts immediately; those already in the CRM can be added manually, if needed |

> If, in any branch, you include the "Wait" step and the waiting time exceeds WhatsApp's 24-hour service window, the next message **must be a Message Template (HSM)** approved by Meta. The platform lets you select these templates directly in the send node.

## Practical example of communication by interest level

Imagine an equipment store that wants to turn initial interest into a sale. The flow works like this:

- **Hot Lead (4 or 5 stars):** the contact immediately receives a message with a special offer: *"Hi [Name], I noticed you were looking for information about machine X. For you, we're offering 15% off until Friday. Would you like to close the deal now?"*
- **Warm Lead (3 stars):** the system sends a short video with the product's highlights and offers to answer questions, without applying pressure.
- **Cold Lead (1 or 2 stars):** communication is gentler and educational, with a link to the catalog and a suggestion to schedule a conversation when they are closer to a decision.

This automatic personalization increases conversion because it delivers the right argument at the right time, respecting each lead's stage.

## Who this strategy is for

- **B2B and B2C sales teams** that capture leads via WhatsApp, website, or social media and want to automate qualification and the first approach.
- **Businesses that already have lead scoring set up** and want to go beyond reports, turning the score into immediate action.
- **Operations that need to scale** relationships without growing the team — the flow does the work of classifying and responding automatically, while salespeople focus only on hot leads.

## Frequently asked questions (FAQ)

### Can I use tags instead of stars for the condition?
Yes. Instead of checking the numerical score, you can configure the condition to evaluate whether the contact has a specific tag, such as "Hot Lead" or "Quote Requested". This is useful when qualification is done mostly by the team.

### Is the Lead Score updated on its own?
AI assignment can run periodically to re-evaluate new or old conversations, consuming one credit per evaluation. In addition, manual ratings and tags can be changed at any time. The flow always uses the contact's most recent value at the moment it runs.

### What's the difference between using a Flow and a campaign via the Broadcaster?
The **Flow** is ideal for individual, branched journeys, where each contact can receive a different message according to their profile and actions. The **Broadcaster** is aimed at mass sends to a static segment, with the same message for everyone in the group. Here, you combine the Flow's personalization with score data for a much more precise approach.

### Do I need AI credits to use Lead Score in a Flow?
Only automatic AI analysis consumes credits. Creating the flow and reading the score (whether automatic or manual) does not consume additional credits. If you already have a scored base, you can activate the flow immediately.

### Can I combine Lead Score with other conditions, such as the date of the last purchase?
Yes, the Flow builder lets you combine multiple criteria in the same condition node. You can, for example, create a branch for leads with a high score **and** who haven't interacted in more than 30 days, sending a highly targeted re-engagement offer.

### How does the AI decide a lead's rating?
The AI processes the contact's conversation history, looking for words and expressions that indicate real purchase intent, urgency, or specific questions about prices and deadlines. Based on these signals, it assigns the stars.

## Read also

- [How to use Lead Score to segment hot contacts and send a WhatsApp campaign](/hc/papo/articles/how-to-use-lead-score-segment-hot-contacts-and-send-whatsapp-campaign)
- [How to create an automation that sends a message after a specific time?](/hc/papo/articles/how-to-create-automation-send-message-after-specific-time-en)

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