How to Set Up Lead Scoring in HubSpot
Configure lead scoring in HubSpot to prioritize your best prospects. Behavioral and demographic scoring with automatic qualification.
Step-by-step
How to Set Up Lead Scoring in HubSpot
Access lead scoring settings
Go to Settings → Properties and search for 'HubSpot Score'. This is the default scoring property. You can also create additional custom score properties for different scoring models.
Add positive scoring criteria
Define actions that indicate buying intent: visited pricing page (+10), downloaded case study (+5), attended webinar (+15), requested demo (+25). Weight each action based on how strongly it signals purchase intent.
Add negative scoring criteria
Define criteria that reduce qualification: unsubscribed from emails (-10), no activity in 30 days (-5), competitor company (-20). Negative scoring prevents unqualified leads from reaching sales.
Set qualification thresholds
Create a workflow that triggers when HubSpot Score reaches your threshold (e.g., 50 points). Actions: change lifecycle stage to MQL, notify the assigned sales rep, create a follow-up task.
Tips
Pro tips
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Review and adjust scoring criteria quarterly based on which leads actually convert to customers
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Use separate scores for 'fit' (demographic) and 'interest' (behavioral) to distinguish good-fit passive leads from active but poor-fit leads
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Start simple with 5-10 scoring rules, then add complexity based on what your data shows
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