Lead scoring helps you prioritize leads based on how likely they are to become customers. Instead of treating all leads equally, you assign a score to each based on actions they take (like clicking emails or visiting your pricing page) and who they are (such as job title or company size).
With HubSpot, you can build a flexible, powerful lead scoring model that supports your sales and marketing teams by focusing on the right prospects at the right time.
CRM Magnetics helps companies like yours implement lead scoring systems that actually drive revenue — not just dashboards.
Without a lead scoring model, teams may waste time chasing low-intent leads while high-potential prospects get overlooked. With scoring in place, your team can:
Focus on the most qualified leads
Personalize marketing messages
Improve sales conversion rates
Automate lead nurturing and handoffs
Start with your Ideal Customer Profile (ICP). Who benefits most from your solution? Consider:
Industry and company size
Geographic location
Role/seniority of the contact
Pain points or goals
You can assign positive attributes (e.g., job title = "CMO") and negative attributes (e.g., country ≠ US).
More on ICPs here: HubSpot’s guide to Ideal Customer Profiles
HubSpot lets you assign scores based on actions like:
Visiting specific web pages
Opening emails
Downloading gated content
Booking a demo
For example, someone who downloads a pricing guide may be warmer than someone who reads a blog post. Assign values based on buying intent.
If you're on a HubSpot Enterprise plan, you can use AI-powered scoring. It analyzes thousands of data points to automatically assign scores to leads most likely to convert.
More info: What is predictive lead scoring in HubSpot?
In HubSpot, go to:
Settings → Properties → “HubSpot Score” → Edit
From here, you can start adding criteria such as:
+10 points: Job title = “Marketing Director”
+5 points: Visited pricing page
-10 points: Email bounce
+15 points: Requested a demo
-5 points: Company size < 10 employees
Use positive and negative scoring to fine-tune the model.
Once scoring is in place, use it to trigger automation:
If score > 50 → Send to sales
If score between 30–50 → Enter lead nurturing workflow
If score < 30 → Keep in marketing funnel
This ensures leads are contacted at the right time with the right message.
The most effective models blend fit and behavior. For example:
A perfect-fit contact (e.g., VP of Sales at a SaaS company) who’s cold? Nurture.
A mid-fit contact engaging heavily? Alert sales.
This dual approach gives a full picture of lead quality.
Setting up lead scoring in HubSpot transforms your CRM from a database into a prioritization engine. When done right, it aligns marketing and sales, shortens the sales cycle, and improves close rates.
Need help defining your model or building your scoring rules? CRM Magnetics can design a customized framework that fits your business goals and HubSpot plan.