Lead Scoring - Knowledge article

Marketing & Content Hub Lists, Lead Scoring & Workflows
1

Hi

We are starting to build a lead scoring model from scratch and was wondering if there are any good knowledge articles that anyone can direct me to. Whilst I’m interested in how to build it in Hubspot it would also be able to know what are the key criteria that others have used.

Thanks

3

Hi @RDickinson24 Thanks for posting! :slight_smile: Here are some knowledge based articles that will help you get started. From understanding the tool itself to analyzing it’s performance, I hope these give you the foundation you need. Curious to see what criterias other users have set up!

Understand the lead scoring tool
View lead score history and performance
Edit, turn off, or delete lead scores

Jess
Community Manager

5

Oh, this is one of my favorite things to talk about, so you’re in good hands here. :orange_heart:

One quick thought before the links: the “how to build it in HubSpot” part is the fast part. What actually makes or breaks a lead score is the criteria, which is exactly what you’re asking about, so you’re already thinking about it the right way.

A few things that tend to help when you’re starting from scratch:

  • Separate fit from engagement. Fit is who they are (industry, company size, role, the things that make them a good match). Engagement is what they’re doing (opens, page views, form fills). Mashing them into one number hides a lot. Splitting them tells a much clearer story.
  • Start from your actual closed-won deals. Look at what your best customers had in common before they bought, and let that shape the criteria instead of guessing.
  • Don’t skip negative scoring. A personal email domain, a student title, an unsubscribe.. those can tell you just as much as the positive signals.
  • Keep it simpler than you think you need to. It’s way easier to add criteria later than to untangle a score nobody trusts.

Here are a few I’d point you to:

Rethinking Lead Scoring Before Sunset (HubSpot Admin HUG)

Do You Really Need a Lead Score?

Lead Scoring as a Gateway to More Human Sales Conversations

Hope these give you a solid starting point. If you get into the build and hit a wall on the criteria, I’d be happy to think it through with you.

6

Hi @RDickinson24

If you’re getting started with lead scoring in HubSpot, I’d recommend focusing on two areas:

Fit Score – How closely a lead matches your ideal customer profile (industry, job title, company size, location, etc.). [knowledge…ubspot.com]

Engagement Score – How interested they are based on their actions, such as website visits, content downloads, email engagement, webinar attendance, or demo requests. [knowledge…ubspot.com], [academy.hubspot.com]

One of the most helpful resources to get started is the HubSpot Knowledge Base article:

Overview of the lead scoring tool
Overview of the lead scoring tool [knowledge…ubspot.com]

A good best practice is to review your recent customers and identify the common traits and activities they had before converting. Use those insights as the foundation for your scoring model, then refine it over time based on actual results. [community…ubspot.com], [knowledge…ubspot.com]

I hope this helps you out. Please mark it as Solution Accepted and Like to help another Community member.

Thanks!