Score contacts in segments

Score contacts in a segment based on their likelihood of converting to specific lifecycle stages. This creates an engagement lead score that can help you prioritize the segment's contacts for marketing or sales outreach. For example, to identify contacts who are most likely to become customers, select the Customer lifecycle stage as the goal and prioritize contacts with the highest scores.

If you're a Super Admin, opt your account into the Score your Segment members beta. 

Create a score from a contact segment

1. In your HubSpot account, click More, then navigate to CRM > Segments. If More doesn't appear in your account, navigate to CRM > Segments directly.
2. Click the name of the contact segment.
3. In the top right, click Actions, then select Score segment. 
    
   
4. In the dialog box, enter a name for the score, then select goal lifecycle stages.
5. Click Create score. This will create and turn on a new lead score using AI recommendations.

The resulting engagement score includes events that signal a contact is likely to convert to the goal lifecycle stages. When you create the score, the AI model analyzes contacts that entered a goal stage in the past 90 days, reviews engagement history from 14 days before entering the stage, then assigns a numeric value to each event.

For example, contacts often move to the Customer stage after a visit to a Sales Demo page. The score criteria could include visiting a Sales Demo page, worth 8 points, and submitting a Demo request form, worth 15 points.

Please note: creating the score and calculating values for the segment’s contacts can take up to 30 minutes, depending on the number of contacts in the segment.

View and edit the score

Once created, you can view and edit the lead score.

1. In your HubSpot account, click More, then navigate to Marketing > Lead Scoring. If More doesn't appear in your account, navigate to Marketing > Lead Scoring directly. 

2. Click the name of the score.

3. To view the score's rules, click Actions, then click See live score. The score rules will include event criteria that make a contact likely to reach the selected goal stages. 

4. To edit the criteria, click Edit this score in the top right. 

5. Edit the score rules and criteria as needed, then click Review and update. Contacts are rescored based on any changes made to criteria.

Review contact score values

After the score is created, use score reporting and the score property to review contact score values.

View score distribution

Once scored, contacts are placed into High, Medium, and Low thresholds based on their score values. You can use these groupings as a starting point for prioritizing contacts.

1. In your HubSpot account, click More, then navigate to Marketing > Lead Scoring. If More doesn't appear in your account, navigate to Marketing > Lead Scoring directly.

2. Hover over the score, then click View performance.

3. In the Score distribution report, contacts are grouped into Low, Medium, and High thresholds based on their score values. Contacts in the High threshold are most likely to reach the selected goal lifecycle stages and should generally be prioritized first.

4. Click a threshold bar to view the contacts with scores in that threshold.

Sort contacts in the segment by score values

You can also view the contacts’ scores within the segment. To add the score as a column and sort by values:

1. In your HubSpot account, click More, then navigate to CRM > Segments. If More doesn't appear in your account, navigate to CRM > Segments directly.

2. Click the name of the contact segment.

3. Above the table, click Edit columns.

4. Search for and select the score property, then click Apply.

5. To sort by score values, click the property column header. Click the header again to change the sort order (i.e. High to Low or Low to High).

Update segment filters to view contacts with high scores

To focus on the contacts with the highest score values, you can update your segment’s filters or clone to create a new segment.

1. In your HubSpot account, click More, then navigate to CRM > Segments. If More doesn't appear in your account, navigate to CRM > Segments directly.

2. Click the name of the contact segment.

3. To edit the existing segment's filters, in the Filters panel, click Edit.

   • Add a new filter or filter group.

   • Include the following criteria: [Score property] threshold is any of High.
     

   • Click Save changes.
     

4. To create a separate segment for the high-scoring contacts, click Actions, then select Clone. 
   

   • Edit the existing filters as needed.
     

   • Include the following criteria: [Score property] threshold is any of High.
     

   • Click Next.
     

   • Set the segment’s details, then click Save and process segment.