Most sales teams using HubSpot lead scoring still get it wrong. Not because the tool is flawed, but because the setup doesn’t match how buyers actually behave. You see inflated scores on unqualified leads, low engagement from the “top” of the list, and awkward handoffs between marketing and sales.
Our Nexalab team saw that a few marketers felt confident that their lead scoring aligned with real buying intent. The rest? Chasing noise.
We’ve seen this across SaaS, eCommerce, and agency clients; the gap between score and sales readiness is real. That’s why this article exists. We’ll break down how HubSpot lead scoring works and where most setups fall short.
If you’re working in HubSpot and still feeling blind about which lead to call first, read on.
What is Lead Scoring in HubSpot?
HubSpot lead scoring is a way to quantify how ready each contact is to buy. You assign points to each lead based on factors like demographic fit or actions they take. HubSpot then totals those points into a single Lead Score, making it easy to see which contacts are hottest.
For example, you might give points for matching your target customer profile (industry, company size, job title). You also award points for high-engagement actions (visiting key pages, opening emails). The resulting score is a numeric measure of fit and interest.
In practice, it’s like having a digital assistant constantly evaluating and ranking leads. This way, your team knows exactly who to pursue next.
How HubSpot Lead Scoring Works
Setting up lead scoring happens right in your HubSpot account settings. In CRM > Properties, find the default “HubSpot Score” property and edit it to add your scoring rules. Assign points (or subtract) for each condition. For example, give +5 points if a contact visits the pricing page.
Once active, HubSpot will automatically update each contact’s score whenever they meet those criteria. HubSpot’s updated system even supports separate “Fit” and “Engagement” scores. This way, you see both how well a lead matches your ideal profile and how engaged they are.
Each score (and its history) appears on the contact record. On Enterprise plans, predictive lead scoring takes it further. It uses AI to give each contact a “Likelihood to close” percentage. In other words, it ranks leads by their chance to convert.
To get the most from your model, capture all lead touchpoints. One of our clients could cut follow-up time 30% and boosted conversion 15% by centralizing lead tracking. Feeding that data into HubSpot means the hottest leads rise to the top.
For example, syncing your e-commerce store via our HubSpot Shopify integration automatically boosts a lead’s score based on purchase history.
HubSpot Lead Scoring Best Practices
Align Scoring Rules With Sales Team Expectations
First and foremost, ensure your scoring model reflects what your sales team actually values. Typically, our team will identify signals like budget, authority, need, timeline, engagement, and profile fit as key signs of a sales-ready lead. So, weigh those heavily.
After all, about 80% of revenue comes from just 20% of customers. Lead scoring helps you focus on that crucial top 20%.
Use Both Positive and Negative Scores
Award points for desirable behaviors (like downloading a whitepaper). Subtract points for red flags (like unsubscribes or outdated info). HubSpot even has a decay feature.
It reduces a lead’s score if they haven’t engaged in months. This balance keeps your list focused on engaged, qualified contacts. Also, it avoids wasted sales effort.
Set Thresholds for MQL and SQL
Define clear cut offs so your team knows exactly when to hand off a lead. We suggest a Marketing Qualified Lead (MQL) is a lead showing strong interest. A Sales Qualified Lead (SQL) is a prospect ready to buy.
Once a lead hits the MQL score, marketing continues nurturing it. When it reaches a higher score, the sales team takes over. HubSpot even labels scores as High/Medium/Low to simplify these stages.
Review and Refine Scoring Regularly
Lead scoring is something to set schedule monthly or quarterly check-ins. Use HubSpot’s reporting to see if high scores really predict conversions. Then use those insights to tweak your model.
Add new signals and retire stale ones. Adjust thresholds so scoring stays accurate. Update your criteria as your buyers and products evolve.
Combine With Workflows for Automation
Finally, connect your scoring to HubSpot workflows. HubSpot workflows automatically run when specific conditions are met. This lets you automate follow-ups and alerts.
Your team can act as soon as leads meet your criteria. For example, set a workflow to notify sales or assign tasks. Use it whenever a lead’s score crosses a set threshold. This ensures no hot lead slips through the cracks.
Kindly check our review on HubSpot automation workflows guide for more ideas.
Scoring Success: HubSpot Lead Scoring in Action
When lead scoring is done right, it cuts through the clutter. You get a clearer path from interest to intent. Also, you get better alignment between marketing and sales.
But HubSpot lead scoring is never one-size-fits-all. What works for one company may fail for another. That’s why success comes from knowing your buyers, setting the proper rules, and constantly refining the system.
Key Takeaways
- A strong HubSpot lead scoring model built on clear behavioural signals and tightly defined criteria that reflect your sales process.
- Scoring works best when both marketing and sales agree on thresholds for qualification. Plus, when negative signals are given just as much weight as positive ones.
- Many scoring systems fall apart over time. So, routine reviews and incremental updates are essential to align scores with up-to-date buyer behaviour.
- Scoring alone won’t move the needle. But when paired with workflows, data sync, and internal alignment, scoring becomes a reliable filter for prioritising who gets followed up and when.
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