Lead scoring is a powerful tool for businesses looking to maximize the impact of their Inbound Marketing and sales efforts.
While generating leads is critical, it’s not enough. It’s important that your business understands which leads are more likely to convert and then develop strategies that better nurture them through their buyer’s journey.
If you use HubSpot’s Marketing Hub Professional or Enterprise, then you’ll have access to the HubSpot Scoring (lead scoring) feature. This tool helps you prioritize leads based on their behaviour and interactions with your brand, providing a clear view of which leads are “hot” and ready for engagement.
You can learn more about HubSpot in our Guide to What is HubSpot?
Not sure what lead scoring is or how it can benefit your business and maximize your HubSpot investment? Don’t worry, we’ve created this guide just for you!
This beginner’s guide will cover what HubSpot lead scoring is, why it’s important, and how you can effectively implement both HubSpot’s predictive and manual lead scoring models into your processes. We hope this guide will give you a foundational understanding of HubSpot’s lead scoring features and help you become ready to create a strategy that will allow your team to focus their efforts on high-value leads.
What is HubSpot Lead Scoring?
HubSpot lead scoring is a process that assigns a numerical value, or score, to each lead based on specific characteristics and interactions. This score reflects the lead’s likelihood of converting, helping your sales and marketing teams prioritize their outreach efforts.
HubSpot offers two main types of lead scoring: manual lead scoring, where you assign points based on predetermined criteria, and predictive lead scoring, which uses machine learning to automatically assess the likelihood of a lead converting.
HubSpot lead scoring isn’t just about giving leads a score - it’s about using this information strategically. With a well-configured lead scoring model, your sales and marketing teams can focus on the most promising leads, ensuring no time is wasted on leads that aren’t ready to convert.
Why is Lead Scoring Important
Lead scoring provides clarity on which leads are most likely to convert, helping align your sales and marketing efforts. Here are some key benefits of effective lead scoring in HubSpot:
- Efficient Resource Allocation: This allows your team to focus on high-potential leads, saving time and resources.
- Improved Conversion Rates: By focusing on qualified leads, you increase the likelihood of conversions.
- Better Lead Nurturing: Knowing the lead’s score can help you tailor nurturing strategies based on engagement levels.
- Enhanced Marketing and Sales Alignment: Lead scoring provides a shared understanding of lead quality, aligning both teams on their approach to driving conversions.
- Actionable Insights: Provides valuable insights into what factors indicate a “hot” lead, refining future strategies.
How Does Lead Scoring Work?
In HubSpot, lead scoring works by evaluating a lead’s behaviour and demographic data, as well as other attributes that indicate a lead’s readiness to buy.
There are two primary lead scoring models available: predictive lead scoring and manual lead scoring. Each model has its own benefits, and the best choice will depend on your business needs and resources.
Predicative Lead Scoring in HubSpot
Predictive lead scoring is an AI-driven approach to lead scoring that automatically analyzes a variety of factors and assigns a score based on the likelihood of conversion.
HubSpot’s predictive lead scoring model uses machine learning to identify patterns in lead data, which include behaviour on your website, engagement with your content, demographic details, and more. Because it’s automated, predictive lead scoring requires minimal maintenance and can adapt to trends over time.
Advantages of Predicative Lead Scoring
Predictive lead scoring leverages AI and machine learning to analyze large data sets, identifying patterns to predict a lead’s likelihood of conversion. This method offers precision without requiring manual input, making it ideal for companies with high lead volumes.
- Data-Driven Accuracy: Automates scoring based on real-time behavioural and demographic data.
- Self-Improving: Learns from new data, adapting to changes in buyer behaviour.
- Scalable and Time-Saving: Handles extensive lead volumes, saving time on manual scoring.
Manual Lead Scoring in HubSpot
With manual lead scoring, you or your team define which actions or attributes should increase a lead’s score. For example, you may decide that visiting a specific product page, downloading a whitepaper, or being in a target demographic will increase a lead’s score by a certain amount.
Although it requires more ongoing management, manual lead scoring allows for high customization, so you can score leads based on the specific factors most relevant to your business.
Advantages of Manual Lead Scoring
Manual lead scoring allows for direct control over scoring rules, making it easier to tailor criteria to your business’s specific needs. This approach works well for smaller lead databases or niche markets where personalized evaluation is key.
- Customizable: Allows businesses to prioritize scoring attributes that align with their unique goals.
- Transparent: Offers clear visibility into how scores are assigned, making it easier to adjust as needed.
- Ideal for Small Databases: Best suited for companies with fewer leads or specialized audiences.
Both models have their strengths, and many companies use a combination of the two, leveraging predictive scoring for its automation and manual scoring for its specificity.
HubSpot Lead Scoring Attributes
HubSpot lead scoring attributes are the characteristics and behaviours that determine a lead’s score. Common lead scoring attributes include:
- Demographic Information: Attributes like job title, company size, and industry can indicate whether a lead fits your ideal customer profile.
- Behavioural Data: Actions like page visits, downloads, and email clicks show how engaged a lead is with your content.
- Engagement with Sales: Leads who open and respond to sales emails or request a demo typically show a higher level of interest.
- Lifecycle Stage: HubSpot uses lifecycle stages to track where a lead is in their buyer’s journey, helping you score leads based on their stage. You can learn more about lifecycle stages in our blog, HubSpot Lifecycle Stage Vs Lead Status: A Beginners Guide.
- Negative Attributes: You may want to deduct points for attributes that suggest a lead is less likely to convert, like unsubscribing from emails or visiting only generic pages.
By combining various attributes, you can create a comprehensive lead scoring system that reflects each lead’s overall readiness to engage further.
How to Set Up Lead Scoring in HubSpot
Setting up lead scoring in HubSpot involves deciding on the model (predictive or manual) and configuring attributes. Here’s how you can approach both options:
Predictive Lead Scoring
Predictive lead scoring is available to HubSpot’s Enterprise-level users and can be set up with just a few steps:
- Navigate to HubSpot’s Predictive Lead Scoring Tool: In your HubSpot dashboard, go to Settings, then Properties, and find the Predictive Lead Scoring section.
- Enable Predictive Lead Scoring: Once enabled, HubSpot’s AI will start analyzing historical data to identify high-converting lead patterns.
- Review Predictions and Adjust: While HubSpot’s AI will make initial scoring predictions, regularly review them and adjust your marketing and sales strategies based on the model’s insights.
With predictive scoring, HubSpot will continue to refine its scoring algorithms, so you can trust the model to adapt as trends evolve.
Manual Lead Scoring
Manual lead scoring in HubSpot allows you to create a customized scoring system by selecting specific attributes. To set up manual scoring:
- Define Scoring Criteria: Decide which behaviours and attributes are most important. For example, downloading a whitepaper could add 10 points, while visiting a blog page might add two.
- Assign Positive and Negative Scores: In HubSpot, go to the Lead Scoring section in Properties, and begin adding scoring rules. Positive scores are assigned to actions or attributes that indicate interest, while negative scores reflect disinterest.
- Regularly Review and Refine: Manual lead scoring needs regular review to ensure it stays aligned with evolving business goals and lead behaviours.
Need Help Implementing Lead Scoring in HubSpot?
Implementing a lead scoring model in HubSpot can be a game-changer for your business, helping your team focus on the most valuable prospects. SummitBound Marketing can assist in setting up an effective lead scoring system that aligns with your business goals and maximizes your HubSpot investment.
Our team has the HubSpot and Inbound Marketing expertise to guide you through the setup process, train your team, and ensure your lead scoring model continues to drive value.
Reach out to us today to learn how data-driven insights and strategic lead scoring can elevate your sales and marketing efforts.
