What HubSpot's New Multiple Scoring Properties Update Means For You
By Carina Duffy
HubSpot recently released the ability to create multiple scoring properties in their Enterprise-level tools, which is stinking great!
But wait, what are scoring properties?
If you’ve used HubSpot’s lead scoring tools in the past, this is what we’re talking about.
With this new update, HubSpot has moved Lead Scoring from being a standalone tool to being a contact property that can be edited within the Properties editor in your Settings.
Nothing has changed about how you set up scores, but now if you have any of the Enterprise HubSpot Hubs (Marketing, Sales, or Service), you’ll be able to set up not one, not two, but TWENTY-FIVE different scoring properties.
We’ll get to why this is so awesome in a second, but first, let’s talk about why only using a single lead score for your contacts can be problematic.
The Fundamental Problem with Using a Single Lead Score
If you’ve previously used lead scoring in HubSpot, you’ve probably experienced something like this:
You set up lead scoring with based on criteria like social clicks, email opens/clicks, number of page views, specific page views, demographics (like industry, persona, etc), form submissions, webinar attendance, and the list goes on an on and on.
You make a lot of assumptions about what qualifies a lead (they’ve viewed this many pages, downloaded this content, etc).
Then, you continue to add criteria as you publish content, update your site, and get more detailed lead intelligence.
The fundamental problem with all of this is that it doesn’t allow us to differentiate our criteria in any way.
If someone has a lead score of 75, is it because they viewed a bunch of random pages on our site and engaged with our social media posts, or is it because they are a great demographic fit with the right industry and budget for our business?
The consequence of this is typically that salespeople stop trusting lead scores.
They get sent leads and see their lead score, but they ignore it because they think I don’t trust that this is actually a lead I should prioritize. Thus, completely defeating the purpose of lead scoring in the first place.
Agh! It sounds ridiculous when you articulate it, but it’s often what happens to marketers just trying to help enable their sales teams.
Enter: multiple scoring properties! Woo!
How Multiple Scores Can Make Your Lead Scoring Actually Work
If you haven’t already arrived at this from the previous section, being able to set up multiple separate lead scoring will allow you to keep your scores distinct and organized.
Not only that, but it will allow you to get creative with creating different kinds of scores - let’s dive into some you could set up right away!
Most sales teams have specific demographic criteria they use to qualify leads.
For example, a B2B sales team might use the following criteria when looking at demographic data on a contact:
Company Size (employees)
Company Size (revenue)
Based on the industries, company size, budget, and job functions your sales team wants to prioritize, you can set up a simple Demographic Lead Score that is only based on those criteria.
That way, when a team member sees this score, they know that this lead is demographically qualified.
While most sales teams are interested in demographics when looking at a lead, many marketers know the importance of a contact’s behavior in determining if they’re really qualified for a sales conversation.
Behavioral scoring could include criteria like:
Total number of page views
Views of specific pages (like pricing pages or industry-specific pages)
Email engagement (opens/clicks)
When you’re able to see a behavior score separate from a demographic score, you’ll be able to easy tell if this is a lead who simply filled out a form on your site as soon as they found you and hits your demographic criteria, or if they’ve actually engaged with your brand and completed certain actions that we know indicate they are a great lead.
An interesting way you could start to use a score property is to score your contacts based on individual campaigns you’re running. Maybe you want to see how engaged your leads were with certain aspects of your marketing before they became customers.
You could create a score property that just scored contacts based on their interaction with individual assets of your campaign - form submissions for downloads, page views on key site pages, etc.
Aggregate Scoring (a little lead scoring hack)
Not everyone knows that HubSpot has property types called Calculation properties. If you want to be able to see a sum of your different scoring properties in one property, you can do that!
Create a contact property with the field type Calculation. Find your scoring properties as you’re building your formula, and you’ll be able to create an aggregate score of your different scores put together.
We’re just starting to scratch the surface here, and I can’t wait to see how users will get creative with being able to create multiple score properties.
Are you using these properties yet? Let us know how in the comments below!
Wondering where to begin?