Does anyone have examples of what we should be tracking that can help with segmenting our client database?
Depends on your type of business, but start simple and add complexity over time as ideas come. But 2 most common lead scoring use cases are engagement tracking and lead suitability.
Simple Engagement tracking (how engaged is the contact with our brand):
*Contact has visited any page on website : Add 10 points
*Contact has opened any email : Add 5 points
Lead Suitability (how good is this lead):
*Contact type (custom field) is XYZ : Add 10 points
*Contact source (custom field) is XYZ : Add 5 points
Number of points is arbitrary.