Crack the Code: Lead Scoring Techniques for HubSpot

With HubSpot, you can use firmographic and behavioral data to automatically calculate a lead score that will indicate product fit and sales readiness for all your contacts!
What does that mean? Lead scoring is simply a calculation of positive and negative points meant to give you an idea of how qualified a lead is. You can manually allot positive points to good fit attributes and negative points to bad fit attributes. Once leads get above a certain score, you can set a workflow to automatically change their lifecycle stage and/or remind you to follow up with them.
Need inspiration? You might want to allocate a few positive points based on job role, but a lot more positive points for an activity like requesting a demo. On the flip side, you might subtract points for having a .edu email address if you don't sell to the educational space, since those people are likely students.
In this video, your HubSpot Helper will review:
• the difference between firmographic and behavioral attributes
• how to set up lead scoring with both positive and negative values
• how to notify a sales rep when a lead reaches a certain score
For more info, check out:
• Sample lead scoring worksheet (editable Google Doc!): resources.kiwi...
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🎦 About "Your HubSpot Helper"
Your HubSpot Helper is a KZbin series hosted by the HubSpot experts at Kiwi Creative with one goal: to help you understand how to use all the awesome tools within HubSpot!
Stay tuned for future videos that will dive deeper into HubSpot Marketing, Sales, Service, Operations and Content capabilities.
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🥝 About Kiwi Creative
Kiwi Creative is digital marketing agency for B2B software and technology companies. We are:
• A long-time HubSpot Platinum Solutions Partner
• Leaders of the HubSpot User Group for B2B Technology USA
• Certified in HubSpot's Partner Scaled Onboarding program
• Hosts of the "Your HubSpot Helper" KZbin Series
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[@KiwiCreativeInc]

Ready to start strategizing and building out your very own lead scoring model in HubSpot? Grab our editable lead scoring worksheet and get started! Download it here 👉 resources.kiwicreative.net/lead-scoring-worksheet

[@caamronreasonover]

Thank you for going into the actual website and showing exactly how it's done. Wonderful video!

[@HubSpotHacks]

Great overview of lead scoring in HubSpot! Thanks for sharing! 🙂

[@77ryanmac]

Thanks for this super helpful intro to lead scoring!

[@ana.correa_digitalmkt]

Great video, super helpful. Thank you Emma

[@vzappula]

Great overview Emma!

[@KiwiCreativeInc]

You are oh-so welcome! Be sure to check out the editable lead scoring worksheet linked to in the description. 🥝

[@mr.kilpatrick2991]

This sounds like it is angled to B2B but my company is B2C based - we should be able to use it the same...to identify people at funnel bottom

[@KiwiCreativeInc]

For B2C lead scoring, while standard firmographic info like geography can still be relevant, the contacts behavior and engagement with your website and marketing assets will make up most of your attributes.

[@mark54537]

This is a super helpful video. I have a question though - how do you reset scores down to zero once they hit MQL status?

[@KiwiCreativeInc]

Question back for you: why do you want the score to reset when they hit your point threshold to qualify as an MQL? Do you want those contacts to continue accumulating points to reach SQL status instead?

[@mark54537]

@@KiwiCreativeInc We have a software subscription service and after someone is an MQL (they hit score threshold) we hand it over to sales who will then work and hopefully turn into an opportunity. When someone is disqualified or they become a customer we want to reset scores and the whole process to qualify starts over. I think I've found a solution to my problem by using custom fields, a workflow and negative scoring when we see the lead status change further down the funnel. Great video by the way it really got me started on this.

[@KiwiCreativeInc]

@@mark54537 Your solution can totally work! Another idea is to create an additional, separate lead scoring property, designed to only give/remove points from customers.

[@siddharthakar9369]

Thanks for the video, can you prevent specific user from subcription type of emails?

[@KiwiCreativeInc]

No, you can not prevent groups of users from seeing or opting in/out of certain email subscription types. But you can 1) suppress those users when sending emails of a certain type, and/or 2) use a workflow to automatically opt them out of specific email subscription types.

[@siddharthakar9369]

@@KiwiCreativeInc oh thank you so much for your response I appreciate it :)

[@matthewhempfling9525]

Could you show me how to add "email opens" and "clicks" as scoring criteria? That's really what we are looking for the type of sales we do.

[@KiwiCreativeInc]

Hi Matthew! Head over to your HubSpot Score property by clicking the Setting cog in the top right corner > selecting Properties from the lefthand menu > use the search bar to find HubSpot Score. Once you're there, click Add Criteria > under Filter Type, select Contact Properties > search for "marketing emails" and you'll see several options, including "marketing emails opened" and "marketing emails clicked" > select your first criteria (email opens for example) and specify how many opens you'd like to award points for... for example, if you want to award points when a contact opens 5 or more marketing emails, you'd select "is greater than or equal to" and type "5" in the bar. Good luck!