Build scores to qualify contacts and companies in the lead scoring tool (BETA)

To prioritize the contacts and companies in your CRM, you can build custom scores based on contact or company actions or properties. You can create engagement scores to qualify based on actions or fit scores to qualify based on demographic information.

Once you've built scores, contacts or companies will be evaluated based on the criteria and a value will be set for the score property. You can then manage scores and monitor their performance in the lead scoring home page, and use the property in other HubSpot tools such as lists, workflows, or reports.

Please note: this article outlines how to build scores in the new score builder, which is separate from score properties. At this time, only contact and company scores can be created in the score builder. If you want to set up scoring for deals, you can continue using score properties.

Build a contact or company engagement score

To evaluate based on events, create an engagement score. For contact scores, individual contacts are evaluated for their engagement. For company scores, the company's associated contacts' engagement is evaluated to produce the score.

To create an engagement score:

• In your HubSpot account, navigate to Marketing > Lead Scoring.
• Click Create score.
• Select [Contact/Company] engagement score as the score type, then click Create score to continue.
• At the top of the editor, enter a name for the score.
• To start building the score, click + Add event group. In an event group, you'll add event rules that will determine the score. You can combine related events in a group and set a limit to the points those events can add to the score.
• To set a name for the group, click the edit edit icon, then enter a name.
• To set a maximum number of points for the group, enter a number. By default, the max for each score is 100 points.
• To set up score decay, toggle the Decay scores switch on. With decay turned on, scores will be reduced automatically based on how long ago a scored event occurred. Select the percentage to reduce the score by, and the period of time that must pass to reduce the score.

• To add an event rule:
  • Click + Add event.
  • Select the event type (e.g., Meetings).
  • Select the event (e.g., Meeting outcome changed or Meeting booked).
  • To add filters for the event, click Filter event, then set criteria for the event (i.e. Call started where Call direction is any of Inbound). If you've selected multiple criteria, to score each option separately, click Score individually. This means the score can be updated for each option rather than once for any of them. For example, submissions to multiple forms where each form is worth a different amount of points.

• • Enter the number of points that'll be added to the score by the event. If you selected Score individually, enter a number for each option.

• To add another rule for the same event type (e.g., two rules for Meetings), click + Add event, select the event, then set criteria and how the score will be impacted.
• By default, a contact or company will be scored every time a selected event type occurs. To limit how many points the score can reach for that event, click Score every time, then select Limit to and enter a number of points. For example, a contact may submit a form worth one point five separate times, but if you've limited the rule to 2 points, only the first two times will be counted.
• To clone the rules for an event type (e.g.,. all rules for Meetings), click the duplicate clone icon. The cloned version will be automatically added to the bottom of the group.
• To delete all rules for an event type (e.g., all rules for Meetings), click the delete delete icon.
• To clone or delete an individual event rule (e.g., Meeting booked rule), click the vertical menu next to the points, then select Clone or Delete.

• To add other events to the group, click + Add more events, then select the type, event, and how the score will be impacted.
• To add another event group, at the bottom, click + Add event group, then set up the event rules for that group.
• To clone or delete an event group, click the vertical menu in the top right, then select Clone group or Delete group.

• To set up the score settings, navigate to the Settings tab.
• To exclude certain contacts or companies from receiving scores, in the Excluding [contacts/companies] section, click the dropdown menu, then select the lists for which you want to stop included records from being scored.

• To set up the property where scores will be stored, in the Score property section, you can edit the property's label, internal name, description, and property group.
• Once you're done, click Review and turn on.
• Review the score's details, what will happen when the score is turned on, then click Turn on. If you exit the score builder without turning the score on, it will be saved as a draft you can revisit.

Learn how to edit or delete existing scores.

Build a contact or company fit score

To evaluate based on property values, create a fit score. For contacts, each individual contact's information is evaluated. For companies, both the company's information and it's associated contacts' information can be evaluated to produce the score.

You can manually create contact or company fit scores, and if your account has a Marketing Hub Enterprise subscription, you can use AI to build contact fit scores.

Manually build a contact or company fit score

To manually create a fit score for contacts or companies:

• In your HubSpot account, navigate to Marketing > Lead Scoring.
• Click Create score.
• Select [Contact/Company] fit score as the score type, then click Create score to continue.
• At the top of the editor, enter a name for the score.
• To start building the score, click + Add property group. In a property group, you'll add property rules that will determine the score.
• To set a name for the group, click the edit edit icon, then enter a name.
• To set a maximum number of points for the group, enter a number. By default, the max for each score is 100 points.
• To add a property rule:
  • Click + Add property, then select Contact/Company to choose a contact or company property or Associated contact/company to choose a property for an associated record. If you selected Associated contact/company, click Association settings to select which associated contact/company to score and how the scores will be added.
  • Select a property.
  • Select an operator (e.g., is equal to any of).
  • Select values based on the selected operator. If you've selected multiple values, to score each option separately, click Score individually. This means the score will be updated for each value rather than once for any of them.
  • Enter the number of points that'll be added to the score by the property value. If you selected Score individually, enter a number for each value.

• To add other properties, click + Add property within the same section or below to create a new section. 
• To clone the rules for a property section, click the duplicate clone icon. The cloned version will be automatically added to the bottom of the group.
• To delete all rules for a property section, click the delete delete icon.
• To clone or delete an individual property rule, click the vertical menu, then select Clone or Delete.

• To add another property group, at the bottom, click + Add property group, then set up the property rules for that group.
• To clone or delete a property group, click the vertical menu in the top right, then select Clone group or Delete group.
• To set up the score settings, navigate to the Settings tab.
• To exclude certain contacts or companies from receiving scores, in the Excluding [contacts/companies] section, click the dropdown menu, then select the lists for which you want to stop included records from being scored.

• To set up the property where scores will be stored, in the Score property section, you can edit the property's label, internal name, description, and property group.
• Once you're done, click Review and turn on.
• Review the score's details, what will happen when the score is turned on, then click Turn on. If you exit the score builder without turning the score on, it will be saved as a draft you can revisit.

Learn how to edit or delete existing scores.

Build a contact fit score with AI (Enterprise only)

If your account has a Marketing Hub Enterprise subscription, you can also create contact fit scores with AI. When you create an AI score, your contacts are evaluated to train the AI model and a score is built with recommendations based on the evaluated contacts.

Please note: at the current stage of the beta, you can only create one AI contact fit score.

To create a contact fit score with AI:

• In your HubSpot account, navigate to Marketing > Lead Scoring.
• Click Create score with AI.
• Select Contact fit score, then click Next.
• Enter a name for the score.
• Select the change in lifecycle stages that decides which contacts are evaluated (e.g., Subscriber to Sales Qualified Lead).
• Select a timeframe within which to evaluate contacts (e.g., select 90 days to evaluate contacts that moved from Subscriber to Sales Qualified Lead in the past 90 days).

• In the top right, click Create score.
• In the dialog box, click OK to confirm. You'll be brought to the score editor. Contact evaluation can take up to one hour, but you can exit the editor and monitor progress on the AI Evaluation column of the lead scoring home page.

• Once evaluation is complete, click the name of the score to view and edit its details.
• Edit the score criteria and settings, then click Review and turn on.

Manage existing scores

Once you've drafted or turned on scores, you can edit or delete them from the lead scoring home page. 

• In your HubSpot account, navigate to Marketing > Lead Scoring.
• In the table, view each score's name, status, associated score property, when it was created or updated, and which user created or updated it.
• To search for a score, enter the name in the search bar.
• To filter your scores by when their name or when they were created or last updated, click Advanced filters, then set up your filter criteria.
• To view more information about a score's property, click the name of the property. You can view the basic property information and see where the property is used.
• To edit a score, click the name of the score. Make your updates, then click Review and update if the score is already turned on, or Review and turn on if it's a draft. 

• To turn off a score, click the name of the score, then click Turn off. In the dialog box, click Turn off to confirm. Each contact or company's last known value for the score will remain for the associated score property. 
• To delete a score, hover over the score, then click Actions > Delete. In the dialog box:
  • To delete the associated score property, select the Also delete score property checkbox.
  • Click Delete score to confirm.

Reset an engagement score

If a contact or company has been disqualified, you may want to reset their score. In this case, you can use a workflow to automatically reset an engagement score to zero based on certain triggers.

• In your HubSpot account, navigate to Automations > Workflows.
• Create a contact-based or company-based workflow.
• Click Set up triggers, then select the enrollment triggers that'll decide when a contact or company's engagement score is reset. For example, any contact with an internal email address or with an associated deal moved to a closed lost stage.
• Click the + plus icon to add an action.
• In the left panel, click CRM, then select Reset marketing lead engagement score.
• Select the score you want to reset, then click Save.

• Finish creating your workflow.

View lead score performance (Enterprise only)

In accounts with a Marketing Hub Enterprise subscription, you can use the built-in score reporting to monitor the overall performance of your scoring strategy.

• In your HubSpot account, navigate to Marketing > Lead Scoring.
• To filter your lead scoring, use the Scored object, Score type, Status, and Advanced filters dropdowns at the top.
• Hover over the score you want to analyze, then click Actions > View performance.

• In the Overview table, review:
  
  • Contacts/Companies: total number of contacts/companies.
  • Contacts/Companies scored: total number of contacts/companies scored.
  • Average score: average score of the contacts/companies that were scored.
  • Min score: minimum score of all the contacts/companies that were scored. 
  • Max score: maximum score of all the contacts/companies that were scored. 
• In the Score distribution chart, review scores for all contact/companies that have been scored based on the score threshold. Each contact/company is grouped into low, medium, and high-score labels.