How to use Manual Lead Scoring to automate your lead qualification

Last updated: January 3, 2019

Applies to:

Marketing Hub
Professional, Enterprise

Once you have set up scoring criteria for your database, you can create smart lists of contacts above a certain HubSpot score to see a list of some of your most qualified leads. Follow this tutorial to learn how to set up Manual Lead Scoring and create a smart list of automatically qualified leads.    

Please note: Professional and Enterprise HubSpot accounts can set up manual lead scoring criteria that will automatically grade an entire database of contacts. This numerical score gets recorded in each contact's HubSpot Score property (a default contact property).

1. Navigate to Manual Lead Scoring

In your HubSpot account, click the settings icon settings in the main navigation bar. In the left sidebar menu, navigate to Marketing Lead Scoring

2. Create Scoring Criteria

With Manual Lead Scoring, you are presented with the ability to assign positive and negative attributes to your contact to create a HubSpot Score for them. Building your attributes is much like the process you go through with building criteria for a list in HubSpot.

When setting up lead scoring, you will want to consider the actions that a user can take on your site that your company values. It may help to write out some of those actions, associate them with scores, and determine a point value threshold for qualifying your leads. You can also update your scoring criteria at any time and HubSpot will recalculate the scores for all of your contacts.  

Please note: contacts can only receive points for each rule once. Contacts also only keep points from lead scoring rules when they meet the criteria for that rule. When a contact no longer meets the criteria of a lead scoring rule, they no longer receive the points for that rule.

To add your first scoring rule, click Add new set in the top-right corner of your Positive Attributes or Negative Attributes.

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Setting up scoring rules is very similar to setting up smart or static list rules.  The only difference being that each lead scoring rule gets a positive or negative point value.  When this criteria is met by a contact, he or she is awarded that number of points.

In this example, you will see a sample lead scoring criteria that weight various types of engagement. First, we will add a positive attribute that will award 1 point if Facebook clicks are greater than 0.

Click the Add new set and repeat this step for each of the other types of social media clicks (as shown below). You can also click the Actions button at the top right of a rule and select Clone to duplicate the rule and then make edits as needed. 

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While social clicks show some level of engagement, clicking a link in an email indicates that a contact may represent an even more interested lead; therefore, you may want to weight contacts with email clicks to receive more points (2 points in this example). Click the pencil icon to update the number of points contacts will receive for this action, then click Set.

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Contacts that fill out your Contact Us form are even more qualified and should probably receive even more points (5 points in this example).

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You can add multiple pieces of criteria to a single lead scoring rule using the AND button. This means that a contact will have to meet 2 or more criteria to be rewarded the points for this attribute. In this example, we'll automatically add 10 points to a contact's HubSpot Score if they have filled out a form and their Emails Clicked property is greater than 5. 

Finally, you can click Add new set next to your list of Negative Attributes to deduct points from your contact's HubSpot Score for actions that indicate they are less engaged with your business. For example, you can deduct points for contacts who have opted out of your email communications (-5 points in this example). 

When you are ready to score your contacts database press Save at the top right.  Depending on the size of your contacts database, it can take some time for all of your contacts to be scored. Remember you can change your rules at any time, and your database will be re-scored.  

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3. Test contacts against your criteria

If you want to test the criteria you've implemented, you can test it against a known contact in your HubSpot database. To do this, click the Test contact at the top right-hand side. From the pop-up, you can search for contacts and click the radio button next to the contact to select them, then press Test. You'll see where your contact does and does not meet the requirements of your lead scoring rules.
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4. Create a smart list of automatically qualified leads

Now that you have some scoring criteria, you will want to create a smart list to keep track of the contacts who have a HubSpot Score of greater than or equal to a goal score that you set.  In this example, we will set a goal score of 5.

To create a smart list, navigate to Contacts > Lists and click New list.

Begin building out your list criteria based on Contact Property. For the first criteria, you'll choose Contact Property, then select HubSpot Score from the dropdown menu. Next, click the radio button next to is greater than or equal to and enter 5 in the text box below. Click Done.

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To continue building this list, you'll want to select the and... button to add another criteria on top of the HubSpot Score criteria you just created. This criteria will be based on Contact Property again. Search for Lifecycle stage from the dropdown menu, then select the radio button next to is none of and choose Customer from the menu below. Click Done.

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At the end, your list criteria should look like this:

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