A Complete Guide to HubSpot Lead Scoring

A Complete Guide to HubSpot Lead Scoring

Last updated: 

September 7, 2023

Rasheed Ahamed

Rasheed Ahamed

We both know it's essential to figure out which potential customers are most likely to buy your product. That's where HubSpot Lead Scoring steps in – it helps you sort through your leads and improve your chances of turning them into loyal customers.

In this article, we'll break down HubSpot's lead scoring system into simple steps. Whether you're new to lead scoring or a pro, we've got you covered. We'll cover the basics, share practical tips, explore advanced strategies, and show you how to track your progress. By the end, you'll have the knowledge you need to score and convert your leads into customers.

Let’s start with the basics. 

What is Lead Scoring?

Lead scoring is a method used to prioritize and qualify leads based on their level of engagement and interest. By assigning scores to various actions and behaviors exhibited by leads, sales teams can segment their audience and focus their efforts on those most likely to convert. This approach allows companies to optimize their resources and improve their overall sales and marketing effectiveness.

The Importance of Lead Scoring

Effective lead scoring enables your sales team to make data-driven decisions, ensuring they target the right leads at the right time. Not all leads are created equal, and by accurately identifying the most promising ones, you can streamline the sales process, increase conversion rates, and drive revenue growth. 

According to a study by Gleanster Research, companies that implement lead scoring experience a 77% increase in lead conversion rates and a 79% increase in revenue from marketing efforts.

Lead scoring can also help you improve their overall customer experience. By understanding the interests and behaviors of leads, you can personalize communication and provide relevant and timely information. This personalized approach increases the chances of conversion and enhances overall customer satisfaction and loyalty.

Furthermore, lead scoring allows you to allocate the resources effectively. By focusing on the most promising leads, your team can save time and effort on leads that are unlikely to convert. This strategic allocation of resources ensures that sales and marketing teams can work efficiently, maximizing their productivity and effectiveness.

How Lead Scoring Works

Lead scoring involves assigning numerical values, or scores, to different attributes, behaviors, and demographics of a lead. These scores are typically determined based on explicit and implicit factors. Explicit factors include job title, industry, and company size, while implicit factors consider website interactions, email engagement, and social media activity.

Once the scores are assigned, leads are categorized into different segments based on their total scores. These segments could include hot leads (ready to buy), warm leads (interested but not ready to buy), and cold leads (unlikely to convert). This segmentation allows your team to tailor their messaging and approach to each group and prioritize their resources accordingly.

Lead scoring is an ongoing process that requires regular evaluation and adjustment. You can refine your scoring models to ensure accuracy and effectiveness as they gather more data and insights.

Looking to learn about HubSpot Predictive Lead Scoring? Here you go. 

Building a Lead Scoring Model

When you want to make a lead scoring model, you basically have two main options: you can use data about who your leads are (like their job or company), or you can use data about what they do (like visiting your website or opening your emails). It's a good idea to use both kinds of data together.

Using Demographic Data

One way to score leads is by looking at things like their job title, the industry they work in, or the size of their company. This helps you understand how well they fit with the kind of customers you want. For example, if you usually sell to small or medium-sized businesses, leads from big companies might get a lower score, while leads that match your ideal customer profile get a higher score. This way, you can focus your attention on leads that are more likely to become customers.

Using Behavioral Data

Another way to score leads is by watching what they do. This means keeping an eye on how often they visit your website, how much time they spend on certain pages, and if they interact with your emails or content. By looking at their actions, you can figure out how interested they are in your product. For instance, if a lead reads your blog, downloads ebooks from your website, and asks for a product demo, they're probably really interested, so they get a high score. This tells you they're actively looking for information and are more likely to become a customer. 

So, combining data about who your leads are with data about what they do helps you figure out which leads are most likely to become customers, and that's a smart way to focus your efforts.

How to Setup Lead Scoring in HubSpot

Setting up lead scoring in HubSpot involves several key steps:

Define your ideal customer profile (ICP)

Identify the characteristics and criteria that make a lead a good fit for your product. This includes job title, industry, company size, and more.

Assign point values to lead attributes

Determine which attributes most indicate a lead's likelihood to convert and assign appropriate point values to them. For example, a lead with the job title: "CEO" might be assigned 10 points, while a lead with the job title: "Intern" might only receive 1 point.

Establish lead behavior and engagement scores

Consider the actions that your leads can take that demonstrate their interest and engagement, such as opening an email, visiting your website, or downloading a resource. Assign point values to these actions and determine how they contribute to a lead's overall score.

Configure the lead scoring system in HubSpot

Use HubSpot's lead scoring tool to set up the scoring criteria based on your defined attributes and behaviors. Here’s how. 

Step 1: Within your HubSpot account, head to the settings icon located on the right side of your navigation bar and proceed to Properties. Type in "HubSpot score" or locate a custom score property by searching, then click the property name.

Step 2: For defining your criteria, select "Add new set" adjacent to Positive Attributes (for assigning points) or Negative Attributes (for deducting points). 

You can also click "AND" to incorporate additional criteria into an existing set of attributes. Keep in mind that leads must meet all criteria for the attribute to apply. To create another set of attributes, simply click "Add new set" again.

Step 3: If you want to adjust the number of points added or subtracted within your lead scoring matrix when a lead fulfills the criteria of the attribute, click the "edit" icon and input your desired score.

It's advisable to click "Test contact" to evaluate your score property. To access the score of a specific record, perform a search and select their contact name.

Common Mistakes to Avoid

While setting up lead scoring in HubSpot can help your team, it's important to be aware of common pitfalls.

  • Assigning arbitrary point values: Ensure your scoring criteria are based on data and insights rather than intuition or personal bias. Use historical data and trends to guide your decision-making process.
  • Overcomplicating your scoring model: While capturing relevant information is essential, an overly complex scoring model can hinder the effectiveness of your lead scoring. Keep it simple, focused, and easy to understand.
  • Ignoring feedback from sales: Collaboration between marketing and sales is crucial throughout the lead-scoring process. Regularly solicit feedback from your sales team to determine the accuracy and effectiveness of your scoring system. Adjustments may be necessary based on their insights and experiences.

Best Practices for HubSpot Lead Scoring

Now that you have set up your lead scoring system, let's discuss some best practices that can help you maximize its effectiveness.

Prioritizing the Right Lead Attributes

When it comes to lead scoring, not all attributes are created equal. Some characteristics may indicate a higher likelihood of conversion than others. It's important to carefully analyze your data and identify the lead attributes that have the highest correlation with closing deals.

For example, if your historical data reveals that leads who requested a demo have a higher conversion rate, you should assign a higher point value to this attribute compared to general website visits. By prioritizing the right lead attributes, you can ensure that your lead scoring system accurately reflects the potential value of each lead.

It's also worth considering the context in which certain attributes may be more valuable. For instance, a lead who has engaged with your content multiple times may be more likely to convert than a lead who has only visited your website once. By taking into account the frequency and depth of engagement, you can further refine your lead scoring criteria.

Regularly Reviewing and Updating Score Criteria

Lead scoring is not a set-it-and-forget-it strategy. To ensure its ongoing effectiveness, it's crucial to regularly review and update your score criteria.

One way to do this is by seeking feedback from your sales team. They are on the front lines, interacting with leads and closing deals. Their insights can provide valuable information about which attributes are truly indicative of a lead's potential to convert.

In addition to sales team feedback, it's important to stay informed about evolving market dynamics. The needs and preferences of your target audience may change over time, and it's important to keep your lead scoring system aligned with these changes.

Regularly reviewing and updating your score criteria ensures that your lead scoring system remains accurate and relevant. It allows you to adapt to shifting market conditions and continue to effectively prioritize your efforts.

By following these best practices, you can make the most of your HubSpot lead scoring system and increase your chances of converting leads into loyal customers.

Measuring the Success of Your Lead Scoring

As with any sales strategy, it's important to measure the success of your lead-scoring efforts to determine its effectiveness and make data-driven improvements.

Key Metrics to Track

When measuring the success of your lead-scoring strategy, consider tracking the following key metrics:

  • Lead conversion rates: Measure the percentage of leads that convert into customers. Compare conversion rates for leads with higher scores against those with lower scores to determine the impact of your scoring system.
  • Time to close: Analyze the average time it takes for a lead to progress through your sales funnel and convert it into a paying customer. Compare this metric for leads across different score segments to identify significant variations.
  • Revenue generated: Measure the revenue generated by leads in each score segment to assess the impact of your scoring system on the bottom line. This will help you determine the ROI of your lead-scoring efforts.


HubSpot Lead Scoring is your secret weapon for understanding and prioritizing potential customers. It's about pinpointing those who are most likely to become loyal customers and boosting your sales. By assigning scores based on lead behavior and attributes, you can efficiently allocate your resources and save time, all while increasing your conversion rates.

To set it up, define your ideal customer, assign scores, track behavior, configure it in HubSpot, and keep refining it over time. Simplicity is key, so avoid overcomplicating things. Also, don't forget to listen to your sales team's insights and regularly measure the impact on metrics like conversion rates and revenue. With HubSpot Lead Scoring, you'll be on your way to converting more leads into satisfied customers.

Get Started with Grain

Try for free