Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Register Here
Close

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.
Register Here
The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

What HubSpot's New Multiple Scoring Properties Update Means For You

By Carina Duffy

What HubSpot's New Multiple Scoring Properties Update Means For You

HubSpot recently released the ability to create multiple scoring properties in their Enterprise-level tools, which is stinking great!

 Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

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!

Demographic Scoring

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:

  • Industry category

  • Company Size (employees)

  • Company Size (revenue)

  • Budget

  • Job function

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.

Behavioral Scoring

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)

  • Social engagement

  • Form submissions

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.

Campaign-Based Scoring

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!

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Topics:

HubSpot
Inbound Sales
Published on March 11, 2019

Recent Articles

Track These 5 Inbound Marketing Metrics to See Better Results
October 31, 2022 • 7 min read
Measuring the Invisible: How To Track Your 'Trust Index' [+ Template]
September 7, 2022 • 8 min read
Can HubSpot Help My Retail Business Grow?
July 31, 2022 • 4 min read
Get More Out of HubSpot Reporting With a Third-party Tool
July 9, 2022 • 5 min read
HubSpot Pricing: Your Guide to Everything HubSpot Costs for 2022
April 29, 2022 • 13 min read
4 Keys To An Effective HubSpot Strategy in 2022
April 22, 2022 • 6 min read
Using They Ask, You Answer in Customer Service
April 1, 2022 • 5 min read
Is The HubSpot Free CRM Actually Free?
February 18, 2022 • 6 min read
Ultimate List of HubSpot Pros and Cons
January 8, 2022 • 20 min read
How To Optimize Your Marketing Automation Workflows With HubSpot (Tips)
November 12, 2021 • 11 min read
Top 13 Inbound Marketing & HubSpot Solutions Partner Program Agencies for 2022
October 29, 2021 • 8 min read
HubSpot Sales Hub: 18 Things Every Sales Rep Should Know How to Do (+ Videos)
October 28, 2021 • 5 min read
INBOUND 2021 Recap: Takeaways, Speakers, and Lessons Learned
October 25, 2021 • 7 min read
Need a HubSpot Admin? Here’s How to Find and Hire the Right Candidate
October 22, 2021 • 5 min read
How to Get Sales Reps to Use the HubSpot CRM
October 18, 2021 • 4 min read
HubSpot and Data Privacy: How to Collect Contacts the Right Way
October 4, 2021 • 4 min read
INBOUND is Fast Approaching, Google Leads are Syncing, and Workflow Actions are Placeholding [Hubcast 275]
September 23, 2021 • 4 min read
How to Know When You’ve Outgrown HubSpot Sales Hub Starter
September 23, 2021 • 4 min read
How to Get the Most Out of Your 2-Week HubSpot Free Trial
September 13, 2021 • 5 min read
CMS Hub Starter, business unit add-on, and Stephanie does email validation on a giant database [Hubcast ep. 274]
August 27, 2021 • 3 min read
How much HubSpot do I need?
August 17, 2021 • 4 min read
New HubSpot CMS Hub Starter Tier Released for Growing Businesses
August 6, 2021 • 4 min read
HubSpot CRM review (updated for 2022)
July 27, 2021 • 8 min read
5 HubSpot Sales Hub Tips for Assignment Selling
July 23, 2021 • 7 min read
Custom email nurture reporting, a map hack, and are pop-up forms a thing of the past? [Hubcast 273]
July 22, 2021 • 3 min read