a week ago
There are tools out there that do "lead scoring" based on how your prospects interacted with your websites, emails, etc. But some HubSpot users have been telling us that a bigger problem for them is: when they import say hundreds or thousands of brand new prospects into their HubSpot, they want a way to score these prospects based on how well their profile fits their past customers. In other words, a type of Prospect Fit Score. These fresh prospects have no interaction history, so the scoring would have to be based on firmographic and other attributes.
We are building a Prospect Scoring tool. I wanted to ask this community if such a tool would be useful, or what tools people already use to do this.
a week ago
@DavidDennison yes we had already built a lot of the infrastructure and core modeling techniques for this. We have a first version that some HubSpot users are testing out: we look at the universe of companies in a HubSpot account, and based on firmographic attributes, our AI model learns how to distinguish companies that become a Customer (based on lifecyclestage) vs those that did not. This model can then score any newly added companies as to their chance of becoming a customer -- we call this the "ICP Fit score" or Prospecting Fit Score. Initial feedback has been very positive.
This could be very interesting indeed. How would these prospects be scored though - what attributes and information on the prospects will be taken into account, in order to establish a valuable and actionable prospect scoring result? You already mentioned "firmographic and other", but have you thought about this further already, what would be evaluated in more detail?
Thanks for the feedback. Yes we are initially looking at firmographic attributes. I go into a bit more detail in the reply to @DavidDennison
Happy to have you or others try out our scoring, if there is interest. It is a very easy process: You connect your HubSpot to our app, and it then scans your companies, builds a model based on companies that were created more than 6 months ago, then scores your recent companies, and pushes the scores back into your HubSpot.