Generating leads has always been the main goal for companies, but once captured the data and in the CRM, in most of the cases, they forget about them. Companies don't even get to understand if they have generated quality leads or not. Scoring is a big part of the process of qualifying them not only by demographics but also for engagement.

And then, what about a couple of month later? Do you still keep track of them? Qualifying the lead is just the first step, but when they continue and start sales conversation, these are important to qualify too. Last but not least, do you want to know who are your best customers? or be aware of those about to churn? All of these are different types of scoring that we can create with HubSpot.

Unlocking the potential of your efforts with an in-depth understanding of HubSpot's scoring capabilities in the purpose of this article. If you are interested, keep reading. 

Understanding the fundamentals of lead scoring in HubSpot

Lead scoring is a crucial technique for prioritizing your contacts and companies based on their likelihood to convert. By assigning values to leads based on their actions and properties, you can identify which prospects are most likely to become customers. 

In the past HubSpot had the scoring property that you could customized with positive and with negative criteria’s. But this wasn't enough. Gladly this is being discontinued and replaced with the new HubSpot scoring.

The New HubSpot scoring offers different types of lead scores such as engagement scores, fit scores, and combined scores. Engagement scores evaluate a contact's actions like visiting your website or opening marketing emails, while fit scores assess demographic information such as job title or company size. Combined scores take into account both engagement and fit criteria, providing a holistic view of lead quality.

Scores are calculated based on criteria you set for event and property rules in score groups. You can assign points to specific actions or properties and set limits to weigh different groups of criteria differently. You can even define if you want this criteria's to be scored every one they happen or just once.

But the most important part of this new scoring is the time decay configuration, giving a more dynamic and realistic approach to scoring.

Another remarcable update on scoring is the possibility to use associations with other objects. This has been game changer, specially for those who sell B2B.

Have in mind that lead scoring is a Marketing Hub feature for the moment. And for those who uses Marketing Hub Enterprise, there is a new AI feature available to help you create you lead score and make the best recommendations.

Integrating Lead Scores with Other HubSpot Tools for Maximum Impact

One of the key benefits of HubSpot's lead scoring is its integration with other HubSpot tools. You can now include in your scoring criteria's activity coming from your apps, for example Calls from Aircall or coming from processes in Make.

What can you use your lead scoring for?

You can set up workflows to assign high-scoring leads to your sales team automatically or send targeted emails to leads with specific scores. This automation ensures that your marketing and sales efforts are focused on the most promising leads, improving efficiency and conversion rates.

Additionally, lead scores can be used in HubSpot's reporting and analytics tools. You can generate reports to analyze the distribution of lead scores across your database, helping you identify trends and areas for improvement. By integrating lead scores with other tools, you can create a seamless and efficient lead management process.

Optimizing sales strategies with deal scores

Deal scores is another "new"feature available in HubSpot that help sales teams prioritize and focus on deals with a higher probability of closing.

This dynamic score is powered by AI and consider various factors such as deal amount, close date, deal stage, and activities. For instance, a higher deal score indicates a higher likelihood of winning the deal, enabling sales teams to allocate their efforts more effectively. 

Notice that this is an automatic score create by HubSpot and the criteria's cannot be customized (yet). You can also have the deal scoring available in the app for when you need to consult the deal status on the go.

Identify your best customers with Health Scores in the Customer Success Workspace

The new HubSpot's Customer Success workspace has come with a lot of new tools for the Customer Success teams working on Service Hub.

If you want to know who your best customers are or who is about to churn you can now create and customize health scores to monitor customer satisfaction and identify potential risks.

Health scores are still a Beta feature based on various factors such as engagement, support ticket activity, and customer sentiment. You can create custom health scores by selecting relevant properties and setting criteria for scoring (the same way you create your lead scores). You can customize how scores are calculated and define thresholds for different health statuses.

By monitoring health scores, your customer success team can proactively address issues and improve customer retention.

Best practices for implementing and managing scores

Effective implementation and management of scores require a strategic approach. Start by defining clear criteria for scoring based on your business goals.

Regularly review and update your scoring model to ensure it aligns with your evolving business needs and market conditions.

Testing and validation are crucial for maintaining the accuracy of your lead scores. Use HubSpot's tools to test records and preview score distribution before turning on a score. This helps you identify any discrepancies and make necessary adjustments.

If you are not sure on how to start your scoring strategy we can help you.