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"I don't know which leads to prioritize" "I want to allocate sales resources efficiently"
Proper lead scoring setup automatically identifies high-conversion-potential leads, enabling efficient sales activities.
Score Design Approach
Engagement Score
| Behavior | Points | Reason |
|---|---|---|
| Email open | +3 | Initial interest signal |
| Email link click | +5 | Active engagement |
| Blog article view | +2 | Information gathering stage |
| Product page view | +8 | Moving to consideration |
| Pricing page view | +15 | Strong purchase signal |
| Resource download | +10 | Intent to evaluate |
| Contact form submission | +25 | Direct interest |
| Demo request | +30 | Strongest purchase intent |
Email open
Points+3
ReasonInitial interest signal
Email link click
Points+5
ReasonActive engagement
Blog article view
Points+2
ReasonInformation gathering stage
Product page view
Points+8
ReasonMoving to consideration
Pricing page view
Points+15
ReasonStrong purchase signal
Resource download
Points+10
ReasonIntent to evaluate
Contact form submission
Points+25
ReasonDirect interest
Demo request
Points+30
ReasonStrongest purchase intent
Fit Score
| Attribute | Condition | Points |
|---|---|---|
| Industry | Matches target industry | +15 |
| Company size | 100+ employees | +10 |
| Job title | Decision maker level | +20 |
| Region | Within target area | +5 |
Industry
ConditionMatches target industry
Points+15
Company size
Condition100+ employees
Points+10
Job title
ConditionDecision maker level
Points+20
Region
ConditionWithin target area
Points+5
Negative Score
| Condition | Points | Reason |
|---|---|---|
| Email unsubscribe | -20 | Communication refused |
| Competitor employee | -50 | Not a customer target |
| Student/Individual | -30 | Not B2B target |
| No action for 30 days | -10 | Interest decline |
Email unsubscribe
Points-20
ReasonCommunication refused
Competitor employee
Points-50
ReasonNot a customer target
Student/Individual
Points-30
ReasonNot B2B target
No action for 30 days
Points-10
ReasonInterest decline
HubSpot Setup Steps
1. Create Score Property
2. Add Score Conditions
3. Configure Score Decay
4. Set Threshold Categories
| Category | Score Range | Recommended Action |
|---|---|---|
| Hot | 80-100 | Sales follows up within 24 hours |
| Warm | 50-79 | Follow-up email within 1 week |
| Cool | 20-49 | Continue nurturing sequence |
| Cold | 0-19 | Monitor only |
Hot
Score Range80-100
Recommended ActionSales follows up within 24 hours
Warm
Score Range50-79
Recommended ActionFollow-up email within 1 week
Cool
Score Range20-49
Recommended ActionContinue nurturing sequence
Cold
Score Range0-19
Recommended ActionMonitor only
Score-Based Workflow
Hot Lead Notification
Trigger: Lead score changes to 80+
Threshold exceeded
Condition: Lifecycle stage is Lead
Exclude existing customers
Action
- Email notification to sales / 2. Post to #hot-leads Slack / 3. Create Follow-up call task
Score Accuracy Verification
Conversion Rate Analysis
| Score Range | Leads | Opportunities | Conversion Rate |
|---|---|---|---|
| 80-100 | 50 | 25 | 50% |
| 50-79 | 150 | 30 | 20% |
| 20-49 | 300 | 15 | 5% |
| 0-19 | 500 | 5 | 1% |
80-100
Leads50
Opportunities25
Conversion Rate50%
50-79
Leads150
Opportunities30
Conversion Rate20%
20-49
Leads300
Opportunities15
Conversion Rate5%
0-19
Leads500
Opportunities5
Conversion Rate1%
Verify: Are high-score leads actually converting at higher rates?
Best Practices
1. Marketing-Sales Alignment
Agree on score definitions and hot lead criteria between marketing and sales.
2. Regular Score Review
Review score conditions quarterly to improve accuracy.
3. Keep It Simple
Start with 5-10 engagement conditions, 3-5 fit conditions.
Summary
- Engagement + Fit: Score design from both behavior and attributes
- Set negative scores: Improve accuracy with deduction conditions
- Use score decay: Reflect recent activity
- Data-based adjustment: Continuous improvement based on conversion rates
Effective lead scoring maximizes sales resource utilization.