Lead Scoring
How to score leads in HubSpot?
Learn how to effectively score leads in HubSpot using Two-Dimensional Lead Scoring and AI tools to optimize your marketing and sales efforts.
Get the guide now to learn what is Two-Dimensional Lead Scoring an how it allows you to assess lead quality by combining behavioural and demographic data.
Lead scoring has long been a crucial component of the sales and marketing process, helping businesses prioritize and focus their efforts on the most promising leads. However, traditional lead scoring methods often fall short in providing a comprehensive view of a lead's potential.
Traditional lead scoring has been a reliable tool for sales and marketing teams to identify and prioritise leads based on specific criteria. However, as customer data becomes more readily available and complex, a more nuanced approach is necessary.
The need for Two-Dimensional Lead Scoring
The limitations of traditional lead scoring have become increasingly apparent. It often fails to differentiate between leads who are highly engaged but not an ideal fit for the product and those who might be a perfect fit but have shown minimal engagement. So Two-Dimensional Lead Scoring comes to address this gap.
Traditional Lead Scoring
Traditional scoring typically relies on one dimension, often behavioral data alone. Behavioral scoring assesses a lead's engagement with a company's digital assets, such as:
- Website visits
- Email opens
- Content downloads
This approach is valuable but may miss vital information about a lead's fit for a product or service. Or the behavioural data and the demographic data is combined in one single number which makes it hard for the sales team to see immediately where to focus on this specific lead. This costs time and money.
Two-Dimensional Lead Scoring is an innovative method that considers both behavioural and demographic data when evaluating leads. By combining these two dimensions, businesses gain a more comprehensive view of their potential customers, enabling more precise targeting and personalized engagement.
The system assesses leads based on two primary factors: their alignment with your ideal customer profile and their interactions and behaviors with the brand. Behavioural “fit” is rated on a scale from 1 (indicating high activity) to 4 (reflecting low activity), while demographic “fit” is represented using letters, with “A” (closest to your ICP) and “D” (farthest) for evaluation.
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Benefits
Implementing a Two-Dimensional Lead Scoring system brings forth a range of benefits that significantly enhance the efficiency and effectiveness of your lead prioritization process. Here are some key advantages:
- Increased precision
- Improved Lead Nurtering
- Better resource allocation
- Enhanced customer segmentation
Why should you use Two-Dimensional Lead Scoring (Combined Score in HubSpot)
Implementing a two-dimensional lead scoring model—known in HubSpot now as a Combined Score in the Lead Scoring Tool —allows for a more comprehensive qualification of leads by factoring in both behavioral engagement and demographic fit. This approach helps prioritize leads that are not only interested in your brand but also match your ideal customer profile.
Types of Lead Scores You Can Create in HubSpot:
-
Engagement Score (for contacts and companies):
Measures how engaged a lead is based on their behavior—such as website visits, newsletter signups, CTA clicks, or email opens. -
Fit Score (for contacts and companies):
Evaluates how well a lead matches your target audience based on attributes like job title, company size, age, or revenue. -
Combined Score (for contacts, companies, and deals):
Blends engagement and fit criteria to give a holistic view of lead quality. It includes an overall score based on both dimensions, while also allowing you to view engagement and fit scores individually if needed.
By embracing Two-Dimensional Lead Scoring, your approach to lead prioritization becomes more nuanced, aligning with HubSpot's ecosystem. This shift empowers your marketing efforts, enhancing efficiency and effectiveness while staying attuned to the ever-evolving needs of your business.
Important Note: HubSpot Score Properties Have Been Replaced As of August 31, 2025, score properties have been replaced by new scoring tools.
You can no longer create, edit, or update score properties. To continue scoring contacts and customers, use the following tools:
- Lead Scoring Tool
Build scores based on engagement and fit criteria. Available in Marketing Hub and Sales Hub Professional or Enterprise. - Customer Health Scores
Analyze customer health in the Customer Success Workspace. Available in Service Hub Professional or Enterprise. - Explore our eBook about the lead scoring tool to get started
Ready to revolutionize your lead prioritization and supercharge your HubSpot campaigns? Gain valuable insights, actionable strategies, and step-by-step implementation guidance by downloading our white paper below.
(Article and White paper updated in August 2025)