HubSpot Lead Scoring Setup Guide: Steps & Best Practices

Setting up lead scoring in HubSpot is a strategic process that helps businesses prioritize leads, respond to them appropriately, and increase the rate at which those leads become customers. This guide will walk you through the steps to set up lead scoring in HubSpot, leveraging both the platform's capabilities and best practices for defining your scoring criteria.

Understanding Lead Scoring

Lead scoring is the process of assigning values, often in the form of numerical points, to each lead based on multiple attributes. These attributes can include professional information submitted by the lead, their engagement with your website, and interactions with your brand across the internet. The goal is to help sales and marketing teams prioritize leads and increase conversion rates.

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Setting Up Lead Scoring in HubSpot

To set up lead scoring in HubSpot, follow these steps:

1. In your HubSpot account, click the settings icon in the main navigation bar.
2. Navigate to Properties in the left sidebar menu.
3. Search for HubSpot score or a custom score property and click the property name.
4. Click Add criteria in the Positive or Negative sections to set criteria that will add or remove points from the score respectively.
5. Set a criterion and click Apply filter. You can add up to 100 groups of filter criteria to your score property.
6. To change the number of points added or removed when a record meets the criteria, click the edit icon, enter a new score amount, and click Set.
7. If creating a score property for contacts, click Test score criteria to test it. Select an object name, then click Test to view their score.
8. Once finished, click Save. All records, including those with existing scores, will be reevaluated based on the new criteria.

Note that the number of score properties you can create depends on your HubSpot subscription. Also, scores for a criterion will not be added or removed again if a contact meets the criteria multiple times, but you can create multiple criteria that each add or remove points for incremental values.

Lead Scoring Models

There are several lead scoring models you can use, based on the type of data collected:

• Demographic Information: Score leads based on how well they fit your target audience's demographic profile.
• Company Information: For B2B organizations, score leads based on their organization's size, type, or industry.
• Online Behavior: Score leads based on their interactions with your website and the types of offers they download.
• Email Engagement: Score leads based on their engagement with your emails, including open and clickthrough rates.
• Social Engagement: Score leads based on their engagement with your brand on social networks.
• Spam Detection: Assign negative scores to leads showing signs of spam behavior.

Combining insights from your sales team, customer interviews, and analytics reports will help you identify the most valuable content and interactions for scoring leads. This holistic approach ensures your lead scoring model accurately reflects leads' compatibility with your product.

Remember, as your company scales, you may need to create multiple lead-scoring systems to accommodate new audiences, product lines, or regions. HubSpot allows for the creation of multiple lead-scoring systems, giving you the flexibility to qualify different sets of contacts according to specific criteria.

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Setting up lead scoring in HubSpot can be a manual task that requires ongoing adjustments and data analysis. However, leveraging automation can significantly streamline this process, making it easier to score leads efficiently and accurately. Bardeen offers an array of playbooks that facilitate the automation of various tasks related to lead management within HubSpot, enhancing your sales and marketing efforts.

1. Qualify leads from newly received emails and save to Google Sheets: This playbook automates the process of qualifying leads by collecting data from sources such as Apollo and LinkedIn for each new email received. It then saves the qualified leads to a Google Sheets spreadsheet, making it easy to manage and follow up on potential opportunities.
2. Qualify a LinkedIn company and save to HubSpot: Automate the qualification of LinkedIn companies and save them directly to your HubSpot CRM. This playbook extracts key company information and insights from LinkedIn, allowing sales teams to quickly identify and engage with potential leads.
3. Create a HubSpot Ticket using OpenAI when a label is added to an email: Streamline your customer support by automatically creating HubSpot tickets using OpenAI to analyze and summarize the contents of emails. This playbook ensures timely and efficient handling of customer inquiries and issues.

By automating these tasks, businesses can focus more on strategy and less on manual data entry, leading to more efficient lead management and improved sales outcomes.