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"I want to prioritize following up with high-potential leads" "I want to identify highly loyal customers"
Using HubSpot's scoring functionality, you can assign points based on customer behaviors and attributes, automating segmentation.
What is Scoring?
Scoring is a system that adds or subtracts points based on specific contact behaviors or attributes, visualizing priority and interest levels numerically.
Scoring Basics
| Element | Example | Points |
|---|---|---|
| Behavior (Add) | Email open, resource download | +5 |
| Behavior (Add) | Pricing page view | +10 |
| Attribute (Add) | Industry matches target | +15 |
| Behavior (Subtract) | Email unsubscribe | -20 |
| Time decay (Subtract) | No action for 30 days | -5 |
HubSpot Score Types
| Score Type | Target | Purpose |
|---|---|---|
| Engagement Score | Contacts/Companies | Measure interest based on actions |
| Fit Score | Contacts/Companies | Measure suitability based on attributes |
| Combined Score | Contacts/Companies/Deals | Overall evaluation of engagement + fit |
Two-Stage Scoring Strategy
Evaluate prospect conversion potential
Evaluate existing customer loyalty
High score → Priority follow-up / Low score → Re-engagement
Lead Scoring
Identify contacts likely to convert to customers.
→ Lead Scoring Detailed Settings
Customer Scoring
Identify customers likely to upsell/cross-sell or show high loyalty.
→ Customer Scoring for LTV Growth
How to Use Scores
Workflow Integration
Detect hot lead
"John Smith became a hot lead"
Call by next business day
List Segmentation
Create lists with score conditions to extract targets.
Report Analysis
Visualize score distribution in reports to analyze marketing effectiveness.
Detailed Articles
→ Lead Scoring Detailed Settings → Customer Scoring for LTV Growth → Scoring Use Cases
Summary
- Design two types of scores: Different scores for lead and customer stages
- Combine behavior and attributes: Evaluate both engagement and fit
- Use score decay: Reflect recent activity levels
- Workflow integration: Automatic actions on score changes
Use scoring to visualize priority customers and enable efficient sales and marketing activities.