How do I set up predictive lead scoring in HubSpot?

Last updated: March 21, 2018

Available For:

Marketing: Enterprise
Sales: N/A

Predictive lead scoring is a customized model that scores leads’ likelihood to convert into customers. The model is built individually for each HubSpot account and uses the account’s historical data to learn about the attributes and behaviors that lead to customer acquisition. You then get access to a list of positive and negative attributes that contribute to your leads becoming customers. This information will then help you prioritize which leads to pass along to sales as well as which marketing strategies are effective for your business.

Please note: predictive lead scoring is only available for HubSpot Marketing Enterprise users. If you are a Sales Professional user, you can use the Likelihood to close and Contact priority properties to see which of your contacts are most likely to become customers.

To set up predictive lead scoring in your HubSpot account:

  • In your HubSpot Marketing Enterprise account, navigate to Contacts > Lead Scoring.
  • Click the Predictive Lead Scoring tab.

  • A dialog box will appear to walk you through the setup. Click through the prompts (Next), up through and including Score my contacts.
Please note: in order for HubSpot to build out a custom predictive lead scoring model for you, a certain set of criteria must be met. If your account does not meet the listed criteria, the predictive lead scoring won't be able to create a custom model for you, but you can set up a score based on a default model. If this happens, you'll be able to click Score my contacts using the default model to proceed.
  • HubSpot may take up to 48 hours to score your contacts and you can begin using predictive lead scoring. You'll receive email confirmation once your model is ready.

To learn about updating your predictive lead score model after the initial model was built, check out this article

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