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By
Aman Bhati
6 min
In digital marketing, a lead is a potential client or business that has interacted with your company in some way. When you run marketing campaigns, your marketing team encounters various leads, relevant or irrelevant.
But how can you tell which leads are convertible and which still need nurturing? HubSpot Lead Scoring makes this possible.
Lead scoring is a mechanism for prioritizing and identifying the most promising leads most likely to convert into paying customers. You are in the right place if you want to explore more about what wonders HubSpot lead scoring can do. Here, we will learn what lead scoring is, why and how to use HubSpot Lead Scoring and more.
So, let’s dive in and explore more!
HubSpot provides manual and predictive lead scoring features. These features use information from a lead’s entire customer journey to examine and score them into ‘hot, warm, and cold leads.’
This categorization helps your sales and marketing teams identify and prioritize leads that are close to converting into customers.
Here’s how HubSpot Lead Scoring works:
HubSpot predictive lead scoring uses Machine Learning (ML) to analyze data points from emails, page views, form submissions, etc. It calculates a “Likelihood to Close” score for each lead, showing the probability of this deal closing within 90 days or not.
Here, users can assign points to leads based on specific criteria. This method requires collaboration between the sales and marketing teams to pick the most relevant scoring criteria.
The point-based approach uses demographic data, such as job title and company size, with behavioral data, such as interaction with products or brands. Based on this data, the point-based approach helps users score leads.
Lead conversion is necessary to increase business growth, and knowing which lead is worth investing in is essential. For that, HubSpot lead scoring is beneficial. Here are the key benefits of using HubSpot lead scoring:
You can identify the prime leads by combining different attributes like tech stack, domain, size, and more
Lead scoring helps you create customized content campaigns, sales plays, and account engagement plans for your top leads
By using lead scoring, you can allocate your time, money, and resources efficiently. You can prioritize spending resources on top leads rather than cold leads.
With lead scoring, you can prioritize and personalize your interactions depending on which category the lead belongs to.
You can improve your customer conversion rates efficiently by using HubSpot lead scoring.
HubSpot lead scoring improves sales and marketing alignment, allowing better collaboration and communication with your leads and customers.
HubSpot has integrated lead scoring and automation, which allows you to create workflows based on the lead scores of your prospective customers.
These are some of the reasons why HubSpot lead scoring should be used. Now, let’s discuss where it’s useful.
Users using the HubSpot Enterprise or Professional plans can use its lead scoring feature and quickly transform marketing-qualified leads (MQLs) into sales-qualified leads (SQLs).
Lead scoring is essential for a wide range of business domains, especially those with complex lead funnels, higher-value transactions, and longer sales cycles.
Here are the HubSpot lead scoring use cases to better understand when to use it:
-> SaaS companies – Software-as-a-service companies can easily track user behavior like feature usage, demo sign-ups, or free-trial activities. SaaS companies will effectively nurture leads and bring them close to closing through these actions.
-> B2B companies – B2B companies usually have longer sales cycles. HubSpot lead scoring helps them easily prioritize leads depending on their conversion chances.
-> eCommerce companies – eCommerce businesses can identify and nurture leads showing significant interest in purchasing products by scoring them based on their actions like cart activity, email, page visits, etc.
Other than these companies, if your business belongs to any other domain, such as digital marketing, professional service providers, manufacturing, etc., HubSpot lead scoring is applicable everywhere. Now, let’s see how to set up lead scoring.
Here, we will see two guides for setting up HubSpot predictive lead scoring and manual lead scoring. Let’s explore each in detail:
You can set up predictive lead scoring in HubSpot by following these easy steps:
-> Click on the Settings option on the main navigation bar
-> On the left sidebar, you’ll find an option for Properties; click on it.
-> Now select Contact Properties from the drop-down menu of Select an Object.
-> Now search and choose the Likelihood to Close option in the below-given search box and click on Create property.
This property will show you a probability score of a lead converting or not within the next 90 days. HubSpot calculates this score through contact properties and how that contact interacts with your brand.
This was easy, right? Now, let’s see how to set up HubSpot manual lead scoring.
Here are the typical steps to follow even while setting up manual lead scoring:
-> Click on Settings, then Properties, and select Contact Properties
-> Now search for HubSpot Score and click on the property from the list
-> A menu will appear where you can start adding your criteria, including the negative and positive attributes of lead scoring.
You can easily create both HubSpot lead scoring models by following these steps. Now, let’s look at some best practices for creating lead scoring.
HubSpot lead scoring may look easy to set up, but it is necessary to understand them before setting up. If you want to focus on your core business operations, you can hire Hubspot developers and let them handle lead scoring.
1. While building HubSpot lead scoring, here are some best practices that can make setting up tasks easier.
2. If you are stuck in the process of lead scoring creation, don’t hesitate to take insights from the sales and marketing team.
3. Do not over-complicate with understanding lead scoring.
4. If you are new to HubSpot, ask your partner HubSpot development agency to help you with setting up lead scoring for your business.
5. Add positive and negative attributes both and not only negative attributes.
6. Conduct timely monitoring to make the model successful as the dynamics of the business changes quickly.
7. Keep using hard and soft information to let the model work.
Whether predictive or manual, HubSpot lead scoring is an essential feature that helps businesses optimize their marketing efforts and resource utilization. This feature helps categorize your leads and identify the most important ones to focus on. Based on that, you will know your target customers who are on the verge of converting to real-life customers.
You can get help from a leading and trusted HubSpot consultancy to help you set up and manage HubSpot lead scoring for your business. For more updates, stay tuned with us. Happy reading!
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Here, users can assign points to leads based on specific criteria. This method requires collaboration between the sales and marketing teams to pick the most relevant scoring criteria.
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