Add behavioral events to custom scoring properties

[toricook]

Hi there,

I work for a B2B SaaS startup and we recently purchased HubSpot Marketing Enterprise for the purpose of utilizing the Events API and Segment integration with HubSpot in order to see our product usage in HubSpot.

As a B2B  company, we want to be able to score company records so we can see which are accounts we should target. HubSpot's ABM features get us partly there, but one thing I'd love to see is the ability to score company records based on their usage in our product/app.

Currently, when creating a custom score property for the following filters appear:

I'd love for "behavioral events" to appear here so that we can identify certain events as increasing or decreasing the score.

A few use cases for how we might use this in scoring fields:

• We could identify events in our app that indicate a customer is likely to churn. Those events could decrease their score which could then alert our support team to reach out to the customer in advance, thus preventing or reducing churn.
• We could identify "activation events" in our free trial accounts. As companies use our app and complete these activation events, their score could increase, helping our sales team identify "Product Qualified Accounts" - or accounts more likely to convert to customers.

Sales, Product, Marketing, and Customer Success teams would all be impacted by this change and could better serve app users by being able to see app usage data on the company/account record.

[JLee76]

Yes agreed, having behavioral events as an option choice would be hugely beneficial, ideally we would like to use custom behavrioral events for email targetting as well as hubspot score for MQL to SQL conversion 

[RGuida]

The fact that ONLY legacy behavioral events are available within HS score properties baffles me. Why not add Beta for use there? Should be easy to implement...

[DennisdK]

One of my clients is actually thinking about getting custom events - especially for lead scoring framework. I'm baffeled by the fact that this is not (yet) implemented. Does probably means not upgrading to Marketing Enterprise and looking into other solutions. 

[Yesie]

We would love to have this as well!

[msinon_digi]

I agree. Custom behavioral events are critical to our lead scoring process. Without being able to grade our custom behavioral events, I'm not even sure why we'd create them. I'm also not seeing a way to enroll people in workflows based on the completion of custom behavioral events -- doing so would allow me to bypass the fact that it doesn't appear in the list of HubSpot Score options.

[HGrzesiek3]

I am actually surprised that it is not there. Seems like a super valid use case. We were in the process of moving from the Legacy events to the new ones, but this is quite important for us so we probably will have to stop.

[masullid]

This is absolutely essential - one of the main reasons we have events in HubSpot is to assign a customer health score (& lead scoring). 

In the interim, one very roundabout way you can accomplish this is by using 'list membership', which does allow for custom behavioral events.  For example, you can assign points to being a member of an active list whose requirement is to have had an event completed within a certain timeframe. 

[JForeman]

Yes, I have upvoted this and am posting here to be sure an HS person sees this. Not having this on your new feature makes the feature moot for most of what we need to use it for, and having to switch to legacy means we will need to reset all of these if this feature every arrives.

[JKazarian]

We need custom behavior events to be available in lead scoring. Lead scoring seems like the biggest use case for this feature. When can we expect this to be available? We will need to use a third party lead scoring platform for product qualified leads if this is not available. 

[KArrington]

I agree that this feature is essential. The list membership workaround gets us partway there, and I do recognize the feature itself is in beta. That said,  given that lead behavior is at the core of marketing automation, I'm surprised this hasn't been prioritized. The same goes for including behavioral events in workflows. 

[JKazarian]

Any updates on this? 

[Jonny617]

We absolutely need this. Creating a custom Event object and not being able to use the attendance statuses to incorporate scores into the overall lead scoring is not very useful.

[AODonnell8]

Really need to be able to integrate custom events in lead scoring, big frustration that legacy events can be used in criteria but not the latest version of custom events. Our client like to be able to go further than just page views and build a score based on clicks (without being required to use a HubSpot CTA every time)

[stephanhokanson]

Yeah, this is a *HUGE* miss.
PLEASE expedite development of this feature.

😥

[OrenHac]

The new custom events are simply unusable without being included in scoring.

I honestly can't understand the direction HS are heading with this:
1. Having to pre-define all custom events in HS, makes this impossible to maintain for a real SaaS application (such as ours). Old event used to 'just work'.

2. No ability to scoring. Absolute deal-breaker.

It seems that HS doesn't have the track activity in a real application use-case in mind with this feature.. 😞

[dcsdigital]

Adding another vote for this one... Client isn't going to be happy that they can't adjust scoring based on cusotm events.

[CMorris75]

Adding a vote for this one too, we created the custom behavioural events with the intention of using lead scoring. This would be a huge benefit to us! 

[MNabi]

Adding another vote for this. 

[NLSP]

Up 🆙

Does anyone have any updates on this topic? It's been more than 3 years since the first message...