Best Practices when using Lead Score (beta)

[marie9423498]

Hi Everyone 👋,

We are currently exploring and trying to better understand how we can utilize HubSpot’s new "Lead Scoring" feature (Marketing > Lead Scoring - beta).

In the past, we've typically used a contact property with a score field type. We would create a single scoring property that considered both demographics (Fit Score) and engagement (Actions/Activities) in one unified property.

What’s unclear to me with this new Lead Scoring feature (or is it now an object?) is that Engagement and Fit Score are treated separately, and it seems like you can create multiple lead scores for each.

Is there a way to combine these two aspects into one score, so we can have a unified view, rather than looking at Engagement and Fit Score separately? Or am I perhaps approaching this the wrong way? Maybe there are strategic reasons HubSpot has set it up like this that I haven’t considered yet.

I’d appreciate any insights or best practices on how to make the most out of this feature.

Thanks so much!

[DSharma02 · Accepted solution]

I haven’t had a chance to use the beta version myself as it's not yet available to me, but according to an article I came across, it's a feature (not an object) that allows you to build custom scores based on contact or company actions or properties. You can create engagement scores to qualify leads based on their actions, or fit scores based on demographic information.

Some of my clients have preferred keeping both demographic and behavioral scores separate. With demographic scores, they can assess the quality of the lead, while behavioral scores help gauge the lead’s interest and engagement. 

We don’t have a calculation feature that directly combines the two lead scores (I tried with the old lead scoring method, and created two custom HubSpot scores—one for demographic and one for behavioral scores). The default score property combines both.

However, try to create a workflow based on the new scores and set a threshold. Once the score reaches that threshold, the lead will be considered high priority. 

Hope this helps!
Thank You

[karstenkoehler · Accepted solution]

Hi @marie9423498,

I highly recommend you check out this recent webinar on the lead score: https://www.youtube.com/watch?v=KvT3cY09pWQ

It explains a lot of the rational and there are recommendations on how to use each score type.

In the end, both types of scores behave very similarly to the old score, resulting in a custom property, not an object. What has changed is the user interface to configure these properties.

If you want to combine two separately created scores, you can easily do so with a simple sum formula in the custom calculation property builder: https://knowledge.hubspot.com/properties/create-calculation-properties (calculation property = score1 + score 2)

Best regards!

[DSharma02 · Accepted solution]

I haven’t had a chance to use the beta version myself as it's not yet available to me, but according to an article I came across, it's a feature (not an object) that allows you to build custom scores based on contact or company actions or properties. You can create engagement scores to qualify leads based on their actions, or fit scores based on demographic information.

Some of my clients have preferred keeping both demographic and behavioral scores separate. With demographic scores, they can assess the quality of the lead, while behavioral scores help gauge the lead’s interest and engagement. 

We don’t have a calculation feature that directly combines the two lead scores (I tried with the old lead scoring method, and created two custom HubSpot scores—one for demographic and one for behavioral scores). The default score property combines both.

However, try to create a workflow based on the new scores and set a threshold. Once the score reaches that threshold, the lead will be considered high priority. 

Hope this helps!
Thank You