What criteria/properties do you take into consideration in HubSpot Lead Scoring?

[Larbi16]

Hello HubSpot Community,

I’m currently working on implementing a lead scoring system on HubSpot, one score would be the “Fit” (and a second score would be the “Intent” (online behavior). From the list below, do you have any relevant criteria that I should include and why?

Here are the criteria/properties I took into consideration for each score:

INTENT:

- Number of website page views

- Time of last session on the website

- Number of online forms submitted

- Marketing emails opens

- Marketing emails click through

- Clicked Ads

- Social Media interaction

FIT:

- Company annual revenue

- Number of employees

- Type of industry

- Job Title

- Country

- State

- Work vs personal email

Thank you!

[TitiCuisset]

Hi @Larbi16

Thank you for reaching out this is a great question!

I want to tag some of our experts here - @ClaraDelabrosse @Bruno_Teixeira @JSC @Jnix284 do you have any suggestions to share with @Larbi16 on this?

Thank you!

Best

Tiphaine

[ClaraDelabrosse]

Hello @Larbi16 ,

Here is what I would add to your scores:

• Intent
  • Refine by the “last marketing email open date” / “last marketing email click date”
  • Refine the form submission by date (for example is less than 90 days ago)
  • Last activity date
• FIT
  • Persona
  • Lifecycle stage

You should also consider negative criterias, for example:

• Has opted out of your emails
• Have a blocklist to include all the contacts to which you would like to give negative points
• Personal email address

Thank you,

Clara

[Larbi16]

Thank you Clara, I will include those

[Bruno_Teixeira]

Hello @Larbi16 , I usually prefer to work with a behavioural score. As for example it can takes into account, email clicks, key website page views, form submissions, webinar participation, etc (more below) :