Everything we know about Lead Scoring in HubSpot Marketing Hub

HubSpot has launched an exciting new Lead Scoring feature in the Marketing Hub. We were so excited about it that we decided to explore and compile all our findings a ebook below.

Setting up Lead Scoring in HubSpot Marketing Hub

If you're eager to get your hands on this feature, click on the 'Lead Scoring' button in the Marketing menu, ready to help you prioritize your top leads.

This feature is currently available for Marketing Pro and Enterprise users, making it easier than ever to fine-tune your lead qualification process.

Why should I set up Lead Scoring?

Lead scoring is not just a buzzword; it's a super important component of any successful marketing strategy. The ability to accurately score and qualify leads is one of the keys to success.

By analyzing customer data and identifying meaningful attributes, businesses can construct a scoring system that reflects the true value of their leads. And the feature Lead Scoring inside HubSpot Marketing Hub helps businesses identify and prioritize their most promising leads by providing a flexible and powerful scoring system.

It allows the creation of scores based on lead behavior, campaign interactions, and demographic data, for both individual contacts and companies. Users can develop engagement scores to measure lead activity and fit scores to assess alignment with target customer profiles.

The feature also promises AI-assisted scoring, which enhances accuracy by integrating AI with unified data and human insights. Additionally, score reporting provides insights into the factors influencing scores and tracks score changes over time.

What is the Two-Dimensional Lead Scoring (Combined Score in HubSpot)

One of the most valuable features in HubSpot’s updated scoring system is the ability to use two-dimensional lead scoring—called a Combined Score.

This approach provides a complete view of lead quality by merging engagement and fit criteria:

• Engagement Score (for contacts and companies):
  Measures how actively a lead interacts with your brand—visiting your site, clicking CTAs, opening emails, subscribing to newsletters, etc.

• Fit Score (for contacts and companies):
  Evaluates how well a lead matches your ideal customer profile based on firmographics or demographics like job title, company size, industry, or revenue.

• Combined Score (for contacts, companies, and deals):
  Delivers a holistic score by combining both engagement and fit data. You can also view the two components individually if needed, giving you detailed insight into who your leads are and how they behave.

This two-dimensional scoring method ensures you’re not just attracting leads who are active—but also ones who are a strong strategic fit for your business.

How can I set it up?

Before diving into the intricacies of HubSpot's lead scoring, it's crucial to have a solid foundation. The ebook provides a downloadable template to design your scoring model, ensuring you have all the essential configurations in place before integrating with HubSpot.

This includes clear guidance on assigning points to various attributes and setting thresholds, which are vital for an effective lead scoring system.

Once you've organized your data using the template, it's time to set up the scores in HubSpot:

1. To start, click 'Create a score.' Choose between a contact engagement score, which measures engagement based on interactions, or a contact fit score, which evaluates alignment with your ideal customer, or a combined score. .
   
2. Select relevant events or properties to assign points, up to a default maximum of 100.
3. For engagement scores, you can apply score decay, where points decrease over time.
4. After building the score, review and turn it on, set exclusions, and define where the score will be recorded.
5. Once activated, you can use the score in workflows or lists. Full details are available in the knowledge base and FAQs.

The ebook also explores the AI-Powered Contact Engagement Score and guides readers through the process of configuring these scores for maximum impact. It's an exciting time for marketers as these advancements promise to revolutionize the way we qualify and engage with leads.

Understanding how to score leads based on their engagement with digital assets and demographic characteristics is key. The ebook explains how to assign points to interactions such as page visits and CTA clicks, and how to set caps to prevent the score from becoming overwhelming. It also highlights the importance of considering job titles and other demographic factors to determine if a lead is a suitable fit for your product or service.

The key to successful lead scoring is a strategic, data-driven approach.

With the right tools and knowledge, you can make the best of your marketing efforts.

We’ve done a deep dive into this topic and created the ebook to help you make the most of Lead Scoring in your HubSpot account. Download the ebook below for a roadmap to a more efficient and effective lead qualification process. 

If you have any questions or need support, don't hesitate to reach out and schedule a call with Lisa Freitas. She'll be happy to help you to create marketing strategies that drive business growth.

Find more about our Lead Scoring services here.

(Article updated in August 2025)