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What Is Lead Scoring In HubSpot

Updated: Sep 23

HubSpot’s built-in lead scoring tools provide an automated, data-driven solution. If you're new to the concept or want to optimize your lead generation efforts, this is for you. We'll explain what lead scoring is, how it works in HubSpot, and how you can use it to improve your marketing and sales process.


What is Lead Scoring?

Lead scoring is a methodology used by marketing and sales teams to assign a numerical value or "score" to leads based on their behavior, engagement, and fit with your target audience. This score helps determine the quality of the lead, how likely they are to become a customer, and when they are ready to engage with your sales team.

Lead scoring helps you:

  • Prioritize leads based on their readiness to buy

  • Streamline the handoff process between marketing and sales

  • Increase conversion rates by targeting the right leads at the right time

  • Save time by focusing on high-quality leads


How Does Lead Scoring Work in HubSpot?

In HubSpot, lead scoring is referred to as HubSpot Score, which uses a points-based system to assess the value of a contact based on multiple factors. These factors are a mix of explicit data (like company size or industry) and implicit data (such as website visits, email opens, and form submissions).


1. Attributes for Lead Scoring in HubSpot

HubSpot offers a range of attributes that can be used for lead scoring, including:

  • Demographic Information: Job title, company size, location, etc.

  • Behavioral Data: Website visits, form submissions, content downloads, email engagement

  • Firmographic Information: Industry, company revenue, business type

  • Email Interactions: Click-through rates, open rates, and engagement with marketing emails

  • Social Media Engagement: Interactions on platforms like LinkedIn or Facebook


You can assign positive and negative scores for these attributes to determine how qualified a lead is. For example, if someone visits your pricing page (a strong buying signal), you can give them a positive score. On the other hand, if someone unsubscribes from your email list, you can assign a negative score.


2. Setting Up Lead Scoring in HubSpot

To set up lead scoring in HubSpot:

  1. Navigate to Properties: In your HubSpot dashboard, go to Settings, then Properties.

  2. Create HubSpot Score: You will find the default property called "HubSpot Score" under the Contact Information section. This property is where you can create your custom lead scoring criteria.

  3. Define Scoring Criteria: Add different rules to assign points to various activities and attributes. For instance, you can add a rule that increases the score if a contact has downloaded an eBook or visited the site more than three times. You can also deduct points for less engaged behaviors.

  4. Monitor and Optimize: Once the rules are in place, HubSpot will automatically calculate scores for each lead. You can regularly monitor these scores and adjust the criteria based on lead behavior and sales team feedback.


3. Qualifying Leads with HubSpot Score

Once you have lead scoring set up, it’s easier to qualify leads. HubSpot allows you to filter contacts based on their score, enabling marketing teams to pass only the most promising leads to the sales team. These leads can be categorized into three stages:

  • Cold Leads: Low scores that indicate the lead is not yet ready for sales.

  • Warm Leads: Moderate scores, showing interest but not ready for immediate sales contact.

  • Hot Leads: High scores, indicating readiness for sales follow-up.


Benefits of Lead Scoring in HubSpot

Lead scoring in HubSpot offers a variety of advantages for businesses of all sizes:

  1. Improved Sales Efficiency: By focusing on high-scoring leads, sales teams can spend time more effectively, pursuing prospects with the highest potential to convert.

  2. Increased Conversion Rates: With lead scoring, you can better align your marketing campaigns to target leads who are closer to making a purchasing decision.

  3. Better Marketing-Sales Alignment: A lead scoring system helps create a clear, data-driven handoff process between marketing and sales. Marketing passes only high-quality leads, making sales more productive.

  4. Automation & Personalization: HubSpot’s lead scoring allows for automated workflows. For example, when a lead hits a certain score, you can automatically trigger a personalized email sequence or schedule a sales call.

  5. Reduced Customer Acquisition Costs: By focusing your efforts on the right leads, you can reduce the time and money spent on nurturing unqualified prospects.


How to Optimize Your Lead Scoring Model in HubSpot

While lead scoring is a powerful tool, optimizing it requires continuous monitoring and tweaking. Here are a few tips for improving your lead scoring model:

  • Review Scores Regularly: Keep an eye on how well your scoring system is working. Check the leads that turn into customers and analyze their score. Are the right leads getting passed to sales?

  • Include Negative Scoring: Don’t forget to include negative behaviors (such as unsubscribes or long periods of inactivity) in your model. These can help disqualify leads that aren’t ready or aren’t a good fit for your business.

  • Collaborate with Sales: Make sure your sales team provides feedback on the quality of leads they receive. This feedback can be invaluable in refining the scoring criteria.

  • Adjust for Buyer Personas: Create separate lead scoring models for different buyer personas. Not all leads are the same, so adjusting your scoring criteria to fit your ideal customer profiles can improve accuracy.


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