HubSpot Lead Scoring

HubSpot Lead Scoring: prioritize and convert smarter

In marketing and sales, it's all about focus. Not all leads are created equal; some are ready for conversion, while others need more nurturing. HubSpot Lead Scoring provides an effective way to prioritize your leads so you know where best to allocate time and resources. In this article, you'll learn how to set up and optimize lead scoring in HubSpot.

 

HubSpot Lead Scoring

What is Lead Scoring?

Lead scoring is a method of assigning a value to leads based on their attributes and behavior. Consider demographic information, interactions with your website, or engagement with your email campaigns. These scores help you estimate how likely a lead is to convert to a customer.

With HubSpot, you can set these scores manually or use predictive lead scoring powered by machine learning. This helps you make scalable and objective decisions about which leads to prioritize.


How does HubSpot Lead Scoring work?

1. Identify your criteria.

Creating effective scoring rules starts with a solid understanding of your ideal customer. Analyze your current customer base and determine which traits and behaviors are common. You'll use these insights to establish criteria, such as:

  • Demographic traits: Age, location, job title, or company size.
  • Behavioral traits: Visits to specific pages such as product or pricing pages.
  • Engagement: Open and click behavior in email campaigns, e-book downloads, or participation in webinars.

2. Positive and negative scoring.

Balance is essential. Positive actions, such as completing a contact form, increase the score. At the same time, negative signals, such as incomplete form submissions or unsubscribes, can reduce points. This helps you focus on leads that are truly relevant.

3. Set up manual scoring

You can easily set up manual lead scoring in HubSpot. Go to Settings > Properties and look for the property "HubSpot Score. There, add your scoring rules by assigning properties or actions that earn points under Positive Attributes, and use Negative Attributes for actions that reduce points. Examples are:

  • Positive Attributes: Visit to awards page (+10 points).
  • Negative attributes: Incomplete form completion (-5 points).

Organize your leads into lists

Once set up, you can organize your leads using lists. Go to Contacts > Lists and create a new list. Use filters such as the HubSpot Score-property to segment leads, for example:

  • Leads with a score above 50.
  • Leads that are not yet customers.

You can also apply additional filters, such as "Is not a customer," to identify leads that score high but have not yet converted. These lists can be integrated directly into workflows for automated follow-ups or targeted campaigns.


Predictive Lead Scoring: The Advanced Option.

For HubSpot Enterprise users, predictive lead scoring offers a powerful, automated approach. This system uses machine learning to analyze leads and assign scores based on attributes and behaviors that correlate with successful conversions. The algorithm continuously learns, making your scores increasingly accurate.

Benefits of Predictive Lead Scoring

  • Automation: No more manual criteria setting required.
  • Better insights: Discover patterns in customer behavior that contribute to conversions.
  • Self-optimization: The model continues to learn and improve as you collect more data.

Predictive lead scoring is accessible via Contacts > Lead Scoring in HubSpot and provides an intuitive way to leverage AI for your lead management.


Integration with workflows

One of HubSpot's greatest strengths is the integration of lead scoring with workflows. Once a lead reaches a certain score, you can activate workflows such as:

  • Automatic assignment to a sales representative.
  • Personalized email campaigns based on the lead score.
  • Initiating follow-up calls for high-priority leads.

By combining lead scoring with workflows, you automate the follow-up process and can use your resources more efficiently.


Tips for successful lead scoring

  1. Start with your buyer personas: Use your ideal customer profiles as the basis for your scoring rules.
  2. Monitor and improve: Analyze your scores regularly and adjust your criteria based on results.
  3. Collaborate with sales: Agree on what attributes and actions make a lead qualified.
  4. Use predictive scoring: If you have access to HubSpot Enterprise, use machine learning to optimize your lead scoring.


Want to get started with HubSpot Lead Scoring?

Want to streamline your sales and marketing efforts? With HubSpot Lead Scoring, you can focus on the leads that matter most. Qualify prospects, prioritize efficiently, and boost your conversion rates with actionable insights.

Need help setting up Lead Scoring? Contact us today and let’s get started optimizing your process for maximum impact!

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