Is there a Craft equivalent of this type of marketing automation?
- lead scoring
For example (4 min): https://www.youtube.com/watch?v=Ck9ywjBTEGM
Is there any plugin or external service that can be used with Craft to achieve this?
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There are several ways to do this. The best way will likely depend on your situation. This type of functionality will also require some amount of custom development and implementation time.
A few examples:
In all of these cases, you will want to develop a clear plan around your requirements and budget time for customization to integrate the plugins and services into your sites workflows.