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What is HubSpot lead scoring?

john • January 28, 2023
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HubSpot lead scoring is a feature that allows businesses to assign a numerical score to each lead based on their level of engagement and their likelihood of becoming a customer. This score is used to prioritize leads and to determine which leads are most likely to convert.


Lead scoring is based on a combination of explicit and implicit data about the lead. Explicit data includes information that the lead has provided, such as their job title or company size, while implicit data includes information about their behavior, such as the pages they've visited on your website or the emails they've opened.


Users can set up lead scoring rules based on explicit and implicit data, and can assign different points to different actions or attributes. For example, a lead who has filled out a contact form may be assigned more points than one who has only visited a pricing page.


Setting up lead scoring in HubSpot is a multi-step process that involves the following steps:


  1. Define your lead scoring criteria: Identify the explicit and implicit data points that you want to use to score leads. For example, job title, company size, number of website visits, form submissions, email opens and clicks.
  2. Assign point values to your criteria: Decide how many points each data point is worth. For example, a lead who has filled out a contact form may be assigned more points than one who has only visited a pricing page.
  3. Create lead scoring rules: Use the point values assigned to each data point to create lead scoring rules. For example, a rule that assigns 10 points for a form submission and 5 points for visiting the pricing page.
  4. Set up lead scoring thresholds: Decide at what point a lead becomes a "qualified lead" and set up thresholds accordingly. For example, a lead that scores 50 points or more may be considered a qualified lead.
  5. Test and Adjust: Test your lead scoring rules, and adjust them as necessary based on the results.
  6. Use lead scoring data: Once you have set up lead scoring, you can use the data to prioritize leads, create targeted campaigns, and improve conversion rates.
  7. Automate and integrate lead scoring with other features: Automate lead scoring to save time, and integrate lead scoring with other features such as email marketing and CRM to create more targeted campaigns and improve conversion rates.

Keep in mind that lead scoring is an ongoing process, and you should regularly review and adjust your lead scoring criteria, rules and thresholds to make sure they are still relevant and accurate.


Once leads are scored, the system can automatically prioritize them and help sales team to focus on the most promising leads. Lead scoring can also be integrated with other HubSpot's features, such as email marketing, to help businesses create more targeted campaigns and improve conversion rates.

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