Prioritizing Leads With

Lead Scoring
Lead scoring
The process of assigning a value to leads in order to prioritize
outreach
That's why Netflix uses an algorithm to provide recommendations to its users
based on their viewing history.
Lead scoring is part of the fourth
stage of the lead management
process.

It helps marketing and sales teams

identify which leads are ready to
enter the sales process.
77%
Organizations that use
lead scoring
experience a 7 7 %
increase in lead
generation ROI.

Source: SharpSpring
There are two ways to
implement lead scoring with
HubSpot: traditional lead
scoring and predictive lead
scoring.
How to Set Up Traditional Lead
Scoring
1. Determine attributes that classify a sales qualified
lead.
Where can you find
this information?

• Review your lifecycle stage

definitions or buyer
personas.
Where can you find
this information?

• Review your lifecycle stage

definitions or buyer
personas.
• Talk to your sales team.
Where can you find
this information?

• Review your lifecycle stage

definitions or buyer
personas.
• Talk to your sales team.
• Speak with your customers.
Where can you find
this information?

• Review your lifecycle stage

definitions or buyer
personas.
• Talk to your sales team.
• Speak with your customers.
• Review your analytics.
D emog raphic Online Behavior
Traits
 Location  Website Visits
 C ompany Size  Email
 Industry Eng ag ement
 Job Title  Form Submissions
 Event Attendance
How to Set Up Traditional Lead
Scoring
1. Determine attributes that make a lead sales qualified or
not.
2. Assign score values for each attribute.
How to Set Up Traditional Lead
Scoring
1. Determine attributes that make a lead sales qualified or
not.
2. Assign score values for each attribute.
3. Implement your attributes and values into the
HubSpot Score property.
HubSpot
Score
The HubSpot Score property
helps qualify leads based on
custom criteria.
You can add the favorable
attributes and scores in the
Positive column and the less
favorable attributes and scores in
the Negative column.
How to Set Up Traditional Lead
Scoring
1. Determine attributes that make a lead sales qualified or
not.
2. Assign score values for each attribute.
3. Implement your attributes and values into the
HubSpot Score property.
4. Determine the point threshold for a sales qualified
lead.
Test Score
Criteria
Test a few existing customers
to see what their HubSpot
score is. You can also test
less-ideal leads to determine
where their HubSpot score will
fall.
How to Set Up Traditional Lead
Scoring
1. Determine attributes that make a lead sales qualified or
not.
2. Assign score values for each attribute.
3. Implement your attributes and values into the
HubSpot Score property.
4. Determine the point threshold for a sales qualified
lead.
5. Create an active list.
Active List

Set the HubSpot score

criteria to equal or greater
than your threshold. Active
lists will automatically add or
remove leads based on the
results.
Predictive Lead Scoring

 Uses machine learning to read data and identify the best

leads
Predictive Lead Scoring

 Uses machine learning to read data and identify the best

leads
 Determines commonalities between both your
existing customers and leads who don't close
Predictive Lead Scoring

 Uses machine learning to read data and identify the best

leads
 Determines commonalities between both your
existing customers and leads who don't close
 Develops a formula to sort contacts based on their
probability of becoming customers within 90 days
Likelihood to Close
Property
A score representing the
probability percentage of a
contact becoming a customer
within 90 days
Contact Priority
Property
Organizes contacts based on
the likelihood to close score
How to Set Up Lead
Scoring in HubSpot
 Managing Sales
Qualified Leads
With Lead Routing
Lead routing
The process of automatically assigning leads to members of
a sales team
It works with lead scoring in the
fourth stage of lead
management, helping Marketing
and Sales ensure the right leads
are delivered to the right sales
rep.
Travelers drop their luggage when they enter the airport and expect it to
be delivered to the right airplane on time.
Manually notifying sales reps is a process
prone to human error.
Lead routing ensures accuracy and speed,
no matter what the process entails.
How to Set Up Lead Routing in
HubSpot
1. Identify when Sales should receive a new qualified
lead.
Using Lead
Scoring
• Traditional lead scoring - Use
your HubSpot score threshold.
Using Lead
Scoring
• Traditional lead scoring - Use
your HubSpot score threshold.
• Predictive lead scoring -
Determine the likelihood to close
threshold or consider those with
a “High” or “Very high” contact
priority property as indicators.
How to Set Up Lead Routing in
HubSpot
1. Identify when Sales should receive a new qualified
lead.
2. Determine who is responsible for each new lead.
The Most Common
Ways Companies Route
Leads
• Industry
• Territories
• Product
interest
• C ompany size
Make sure to outline this
criteria, no matter how
you assign leads.

Create a document to
share with your marketing
and sales teams to ensure
everyone is aware.
How to Set Up Lead Routing in
HubSpot
1. Identify when Sales should receive a new qualified
lead.
2. Determine who is responsible for each new lead.
3. Set up a lead routing workflow in HubSpot.
Pro tip
#1
Outline your lead routing system on
paper.
Pro tip
#2
Test your workflow before turning it
on.
Pro tip
#3
Rotate leads by teams instead of specific
people.
Lead Routing Best
Practices
• Ensure quick and consistent
follow- up for new leads.
7x
Firms who contacted leads
within an hour of receiving a
query were 7x as likely to have
a meaningful conversation than
those who responded an hour
later.

Source: Harvard Business Review

60 x They were also more than 60x as
likely than companies who
waited 24 hours or longer.

Source: Harvard Business Review

Consider using a lead routing workflow in HubSpot to send an email notification
to sales reps about their new leads, and to create a task to remind them to follow
up.
Lead Routing Best
Practices
• Ensure quick and consistent
follow- up for new leads.
• Clean your lead database
regularly.
HubSpot CRM
HubSpot’s C RM offers tools for
identifying and resolving
duplicate contacts and data
format issues.

It also uses data from over 20

million businesses to enrich
new lead’s information.
Lead Routing Best
Practices
• Ensure quick and consistent
follow- up for new leads.
• Clean your lead database
regularly.
• Review your lead’s activity
history before reaching out.
Lead Routing Best
Practices
• Ensure quick and consistent
follow- up for new leads.
• Clean your lead database
regularly.
• Review your lead’s activity
history before reaching out.
• Use a CRM platform with
insight and access to your
leads.
How to Set Up
Lead Routing in
HubSpot