So you can add or subtract points based on the products they've expressed interest in or even the attributes of those products. Line item properties - If your team has a product library set up in HubSpot, you can change a contact's score based on the line items of the deals associated to their record.You can see a more exhaustive list in this knowledge doc. Activities include meetings, conversations, tasks, notes, one-to-one emails, and phone calls that have been logged in HubSpot. Activity properties - Here you can set criteria based on activities on the contact record.Deal properties - Same, but for deals associated to the contact.Company properties - Similar to the option for contact properties, this option is for setting criteria based on the properties of the contact's associated company (if they have one).Contact properties - Using the same interface that you see when you filter your contacts, you can search for any contact property and set criteria for it.
Here's the full list, but I won't be offended if you decide to skim it-it's long! (If you've created a list in HubSpot, this might look familiar to you.) If you click the "Add new set" button next to the positive or negative attributes, you'll see a list of options. These attributes can be pretty much anything that's tracked in HubSpot.
Negative attributes are the opposite and make the lead's score go down. Positive attributes are the characteristics that will increase a contact's lead score. This is where the magic of lead scoring happens. There at the bottom of the screen, you'll see two columns: Positive Attributes and Negative Attributes. In fact, by the time you get to the end of this blog post, you'll know everything there is to know about setting up lead scoring in your HubSpot account. HubSpot's lead scoring machinery is much more straightforward. The way their marketing automation platform was set up, only an administrator could change the model, and changing the model was such a difficult and tedious process that their system administrator simply never got around to doing it.Īlthough this is a sad and frustrating story, you can take some comfort in knowing that the marketing automation platform in this story wasn't HubSpot. Later, Andrew discovered that there was actually a reasonable explanation for this tragedy: Nobody on the marketing team had access to change the lead scoring model. Eventually, marketing qualified leads started getting ignored entirely. Sales began to lose faith in marketing's ability to qualify leads. Marketing still didn't updated the model. When Andrew asked about them, the marketing team admitted that the scoring model hadn't been updated but promised that it would be soon.
Marketing continued to send over leads that clearly weren't meeting the new qualification standards.
The marketing team agreed to update the lead scoring model accordingly.īut they didn't. So marketing and sales had another meeting, and they identified places where the model could be improved with a few minor changes. It was clear to Andrew and his team that their lead scoring model needed some adjustments. Some were ostensibly a good fit for Grow Co's solutions, but they hadn't interacted enough with Grow Co's website to imply they had any interest. Some were located in countries that their company couldn't serve. Not long after the marketing team implemented the new lead scoring model, Andrew's team realized that some of the marketing-qualified leads they were receiving weren't any good. This is pretty common: Most lead definitions require a few iterations, and they'll often change over time. The marketing team took that lead definition and programmed it to the lead scoring feature in their marketing automation platform, and they were off to the races.Īs it turns out, the lead definition wasn't exactly right. He and other leaders from both teams had sat down and worked rigorously to define the criteria for a qualified lead so that the sales team could trust the leads marketing provided them. Andrew had worked hard to build a good relationship with Grow Co's marketing department. Let me tell you a story about a man named Andrew.Īndrew managed a sales team for a startup in Dublin-we'll call it Grow Co.