HubSpot lead scoring assigns positive and negative point values to contacts based on their demographic data and engagement behaviours. By configuring the HubSpot Score property, marketing and sales teams can automatically identify highly qualified leads, trigger targeted workflows, and prioritise outreach to increase conversion rates.
Understanding HubSpot Lead Scoring
Not all leads are created equal. HubSpot lead scoring is a data-driven method that calculates the perceived likelihood of a contact becoming a customer. This system evaluates a contact based on two primary categories: demographic information (such as job title or industry) and behavioural engagement (such as website visits, email opens, and form submissions).
By defining these criteria, the HubSpot algorithm calculates a cumulative score for each contact. A higher score indicates a warmer, more qualified lead, allowing your sales team to prioritise their outreach efforts efficiently.
How to Configure the HubSpot Score Property
Your lead scoring criteria are housed within a specific Contact object property called the HubSpot Score. Follow these steps to set up your scoring logic:
Step 1: Access the HubSpot Score Property
Navigate to your HubSpot settings, select 'Properties', and search for the 'HubSpot Score' contact property. Click to edit it.
Step 2: Add Positive Criteria
Use filters to define positive actions. For example, if a contact fills out a specific high-value form, you can assign them 10 positive points. You can group multiple filters using the 'AND' logic so that records must meet all criteria in a set to receive the points.
Step 3: Add Negative Criteria
Negative scoring is crucial for filtering out unqualified contacts. If a contact opts out of marketing emails or lists their industry as a poor fit, you can assign a negative score (e.g., -50 points) to decrease their overall qualification level.
Step 4: Test Your Criteria
Before saving, click 'Test score criteria' and select an existing contact record. This allows you to verify that the scoring logic applies correctly to your ideal customer profile (ICP).
Automating Lead Handovers with Workflows
Once your lead scoring criteria are defined, you can use HubSpot workflows to automate the handover process between marketing and sales.
For example, you can build a workflow that triggers when a contact’s HubSpot Score reaches 100 or higher. The workflow can automatically update their Lifecycle Stage to Marketing Qualified Lead (MQL) and create a task for the relevant sales representative to follow up.
Organisations that align their sales and marketing operations through automated scoring and routing often reach measurable time to value in an average of 32 days.*
[Results and timelines are based on historical programme data and defined scope. Your outcomes depend on data readiness, resourcing and agreed assumptions. See terms.]
Best Practices for Accurate Lead Scoring
To ensure your lead scoring remains effective, follow these structural best practices:
- Collaborate across teams: Marketing and sales must agree on the criteria and weight assigned to each action. Regular feedback ensures the model remains relevant.
- Start with basic criteria: Begin with fundamental actions like pricing page visits or content downloads. As you gather more data, refine and expand your criteria sets.
- Incorporate time-based decay: Engagement goes cold over time. Use time-bound filters (e.g., "Marketing email opened within the last 30 days") so that dormant contacts naturally lose points.
People Also Ask
What is the HubSpot Score property?
The HubSpot Score is a default contact property within HubSpot CRM. It calculates a numerical value for each contact based on custom positive and negative criteria set by your marketing and sales teams.
Can I use negative lead scoring in HubSpot?
Yes. Negative lead scoring allows you to deduct points for actions or traits that indicate a contact is a poor fit, such as unsubscribing from emails, visiting a careers page, or using a free email provider.
Which HubSpot Hubs include lead scoring?
Custom lead scoring using the HubSpot Score property is available in the Professional and Enterprise tiers of HubSpot Marketing Hub and HubSpot Sales Hub.
Want to align your marketing and sales operations for better lead conversion? Book an outcomes consultation to see how Struto configures advanced lead scoring and automation in HubSpot.
