Lead Scoring and Nurturing

Not all leads are the same—some are highly engaged and ready to buy, while others need more nurturing before converting. Lead scoring helps businesses prioritize leads by assigning points based on their interactions, such as website visits, email opens, and form submissions.

Let's explore how to setting up a lead scoring system in HubSpot and use automation to streamline your follow-ups.

Step 1: Understanding Lead Scoring

Lead scoring assigns numerical values to leads based on their behavior and engagement.

Why Use Lead Scoring?

• Helps sales teams focus on high-value leads while nurturing colder ones;
• Automates lead qualification, reducing manual sorting efforts;
• Improves conversion rates by ensuring the right leads get prioritized.

Step 2: Creating a Lead Score Property in HubSpot

To set up lead scoring, we first need to create a property that tracks and calculates scores.

1. Click the Settings (⚙️) icon at the top of your HubSpot dashboard;
2. Scroll down and select Properties from the left-hand menu;
3. Click Create Property and enter the following details:
   • Label: Lead Score;
   • Object Type: Contact;
   • Group: Contact Information;
   • Field Type: Score (this makes the score dynamic).
4. Click Create to finalize the property.

📌 This new property will now track and update each contact's lead score dynamically.

Step 3: Defining Lead Scoring Criteria

Now that we have a lead scoring property, we need to define how leads gain or lose points based on their behavior.

1. Adding positive criteria:
   • +10 points if a lead visits the pricing page;
   • +5 points if they open a marketing email.
2. Adding negative criteria:
   • -10 points if they unsubscribe from emails;
   • -5 points if they haven't opened an email in a set period.
3. Click Save once all criteria are added.

📌 Now, HubSpot will dynamically adjust lead scores based on user behavior.

Step 4: Automating Lead Follow-ups Using Workflows

Once lead scoring is set up, we can automate responses when a lead reaches a certain score.

1. Navigate to Automation > Workflows;
2. Click Create Workflow and select Start from Scratch;
3. Choose Contact-Based Workflow and click Next.

Setting Up the Trigger

1. Click Set Enrollment Trigger and select Property Value Changed;
2. Search for the Lead Score property;
3. Set the condition: Lead Score is greater than 50;
4. Click Apply to save.

Adding an Automated Action

1. Click the + button to add an action;
2. Choose Send Internal Email;
3. Select your internal sales team as the recipient;
4. Customize the email subject line (e.g., New High-Value Lead Detected);
5. Click Save.

🎉 Now, whenever a lead reaches 50 points, HubSpot will automatically notify your sales team!

Conclusion

By implementing lead scoring and automation in HubSpot, businesses can prioritize their most valuable prospects while ensuring colder leads are nurtured effectively.

This saves time, improves efficiency, and increases conversion rates by making sure the right leads get attention at the right time.