Marketing Pipeline: decomposed score, UTM attribution, funnel, journeys and blog domain
Turn on the Marketing Pipeline module to qualify leads with a decomposed score (fit, engagement and intent), keep the real source by UTM, track the funnel over time, version journeys, unify contact preferences and serve the blog on your own domain.
The Marketing Pipeline is an optional module that enriches your leads and contacts with marketing intelligence. It starts off: nothing changes until you turn it on. Once enabled, every lead/contact gets an explainable score, the marketing source is recorded, and you track the funnel and journeys in more depth.
Turn on the module
In Settings, Marketing Pipeline, click Enable. It is opt-in per company; while it is off, the system behaves exactly as before. On that same screen you set the privacy policy version and the blog's own domain.
Decomposed score (fit, engagement and intent)
Instead of a single number, the lead score is split into three components that show up in the Marketing panel of the record: Fit measures how well the profile matches your ideal customer (firmographics, field=value); Engagement measures light interaction (opens, clicks, visits); Intent measures strong signals (form submission, demo request, pricing page visit). The total is a weighted combination of the three, and each component shows what it is made of, so you understand why a lead is hot.
The behavioral components decay over time: a lead that stopped interacting cools down on its own (half-life), while fit, which is stable, does not decay. Use the Recompute score button to refresh it right away.
Persona and UTM attribution
In the same panel you set the buyer Persona (e.g. decision maker, champion, user) and see the captured source parameters (UTM). The system keeps the five structured UTMs (source, medium, campaign, term, content) and freezes the first touch, so the original source is not lost when the lead converts. When an anonymous website visitor fills out a form, the first-visit source is attributed to them automatically.
Funnel and stage journey
Every change in the lead stage (new, nurturing, MQL, SQL, converted) or in the contact (lifecycle) becomes a journey record, with the date and the time spent in each stage. This feeds the funnel over time: how many leads reached each stage, the conversion rate between stages and where they get stuck. The record journey appears in the Marketing panel.
Version journeys and automations
When you edit a flow/journey, use the Versions panel to publish an immutable snapshot of the current design. You keep a history and can Restore a previous version at any time, without fear of losing a design that worked.
Unified preference center + policy version
The preference center brings together, in one place, the category preferences and the contact's global unsubscribe, recording every change in the consent log. Every time someone consents, the system stamps the current version of your privacy policy (set in Settings), which serves as point-in-time proof for LGPD, GDPR and CCPA.
Blog on your own domain
On the Marketing Pipeline screen, register a custom domain for the blog (e.g. blog.yourcompany.com). The system shows a TXT record for you to add to your DNS; when you click Verify, the domain is validated and the blog starts being served on it, without switching systems. Without a custom domain, the blog stays available at the default address.
Marketing contacts and your plan
The number of marketing contacts (those who consented to receive communications) is part of your plan, with an allowance included per tier. Overage is only charged if you authorize it; otherwise, the system just warns you and stops at the limit, with no surprise charges.