Set up score properties to qualify contacts, companies, and deals

Introduction

Lead scoring is a crucial strategy for qualifying contacts, companies, and deals. By assigning value to different interactions and characteristics, you can prioritize leads more effectively. This enhances your ability to focus on prospects who are most likely to convert, thus optimizing your sales and marketing efforts.

HubSpot's score properties feature offers a powerful solution for businesses looking to implement lead scoring. With this tool, you can set attributes and add or deduct points from contacts based on various criteria. This helps in qualifying and segmenting contacts more efficiently.

Moreover, the integration of HubSpot CRM allows for seamless tracking of various actions taken by your teams, which are also recorded in your CRM database. These actions can include notes, emails, and various operations that contribute to lead qualification.

In this article, we'll cover:

• The importance of lead scoring in qualifying contacts, companies, and deals.
• An overview of HubSpot's score properties feature and its advantages.
• Step-by-step instructions on setting up and customizing score properties in HubSpot.
• Best practices for defining effective scoring criteria.
• Tips for using score properties to boost conversion rates and enhance marketing strategies.

Additionally, if you're seeking assistance with content creation for your HubSpot marketing campaigns, our HubSpot certified consultants can develop engaging and informative content tailored to your target audience.

By the end of this article, you'll have a comprehensive understanding of how to set up score properties in HubSpot to qualify your contacts, companies, and deals more effectively. Furthermore, our HubSpot management services can optimize your business by providing support in project management, content management, lead management, and task management.

Understanding HubSpot Score Properties

What Are Score Properties in HubSpot?

Score properties in HubSpot are metrics used to quantify the engagement and qualification of your leads. They allow you to assign point values based on specific criteria, categorizing contacts, companies, and deals according to their likelihood of becoming a customer. This process is crucial for prioritizing high-quality leads and optimizing sales efforts.

Types of Score Properties Available

HubSpot provides two types of score properties:

• Default Score Properties: Pre-configured scoring attributes that come with your HubSpot subscription.
• Custom Score Properties: User-defined criteria tailored to meet your unique business requirements. Custom score properties offer flexibility, enabling you to create a scoring system that aligns perfectly with your lead qualification strategy.

When to Use Default vs. Custom Score Properties?

• Default Score Properties: Ideal for businesses new to lead scoring or those with standard qualification criteria.
• Custom Score Properties: Recommended for advanced users or businesses with specific needs that default settings can't accommodate.

How to Set Up Score Properties in HubSpot

Follow these steps to set up score properties in HubSpot:

• Log into your HubSpot account.
• Navigate to the settings icon located in the main navigation bar.
• In the left sidebar menu, select Properties under the Data Management section.
• Choose between HubSpot score or Create custom score property.
• Click on Add criteria to define both positive and negative scoring factors.

These steps will guide you through the initial setup, ensuring that your scoring properties are tailored to effectively qualify leads based on their interactions and engagement with your business.

By understanding and implementing score properties correctly, you can streamline lead management processes, making it easier to identify high-potential contacts and focus your marketing efforts where they matter most.

If you're looking for expert assistance in setting up these score properties or other aspects of using HubSpot, consider leveraging professional HubSpot onboarding services. These services can provide you with a seamless onboarding experience and help maximize the platform's potential for your business.

Additionally, tracking the success of your HubSpot consulting efforts is essential for measuring return on investment (ROI). A combination of HubSpot’s analytics tools and other performance metrics can be used to track and measure the success of various strategies implemented during the consulting phase. For a more detailed understanding of how these metrics work, check out our guide on measuring the success of your Hubspot consulting efforts.

It's also worth noting that having a team with certified professionals can significantly enhance the effectiveness of your HubSpot usage. Our team at dJolt consists of Hubspot-certified professionals, who are experts in various aspects of the platform including lead scoring and management.

Setting Up Score Properties in HubSpot

Importance of Customizing Score Properties According to Your Business Needs

Customizing score properties in HubSpot allows you to tailor the lead qualification process precisely to your business requirements. This customization ensures that your sales and marketing teams focus on the most promising leads, improving both efficiency and conversion rates. 

Each business has unique criteria that determine the value of a contact, company, or deal. By setting up personalized scoring rules, you can accurately reflect these criteria and prioritize leads more effectively.

Step-by-Step Guide on Creating a Custom Score Property

To create a custom score property with positive and negative scoring criteria in HubSpot:

• Navigate to Settings.

• Go to Properties under the CRM section.

• Click on Create Property.

Choose a suitable label for your score property (e.g., "Lead Qualification Score").

Set up criteria:

• Add positive scoring criteria:
• Click on Add Criteria.
• Define conditions that will add points (e.g., "Visited pricing page" adds +10 points).
• Add negative scoring criteria:
• Click again on Add Criteria.
• Define conditions that will subtract points (e.g., "Unsubscribed from email" deducts -5 points).

Save and apply changes:

• Once all necessary criteria are added, click on Save Property.
• HubSpot will automatically re-evaluate existing records based on these settings.

Best Practices for Defining Effective Scoring Criteria

Defining effective scoring criteria is crucial for accurate lead qualification:

• Align with Sales and Marketing Goals: Collaborate with both teams to identify behaviors and attributes indicating high-value leads.
• Balance Positive and Negative Scores: Ensure a mix of positive and negative criteria to reflect both engagement levels and disinterest accurately.
• Regular Updates: Periodically review and update scoring rules to adapt to changing business strategies and market conditions.
• Use Historical Data: Analyze past conversion data to identify patterns that can inform your scoring model.

By following these steps and best practices, you can set up robust score properties that help in qualifying contacts, companies, and deals efficiently within HubSpot.

In addition to setting up score properties, it's essential to keep your lead generation strategy effective. You might want to explore these 30 greatest lead gen tips which could keep your sales funnel full of prospects even while you're not actively working on it.

Furthermore, if content creation is part of your strategy, remember that dJolt offers assistance in creating SEO-friendly HubSpot content that can captivate your visitors.

If you're considering migrating your CRM data to HubSpot or need help with connecting your email sending domain in HubSpot, dJolt provides expert HubSpot CRM migration services as well as guidance on how to connect email sending domain in HubSpot.

Lastly, don't forget the importance of regularly evaluating your website's performance.

Evaluating Leads Based on Scores

Lead scoring plays a crucial role in prioritizing sales efforts and improving conversion rates. By assigning scores to leads based on predefined criteria, sales teams can focus on high-potential prospects, ensuring that their time and resources are spent effectively.

Interpreting Scoring Results

Understanding how to interpret scoring results is essential for leveraging them in marketing campaigns:

• High Scores: Indicates a lead that matches your ideal customer profile closely. These contacts should be prioritized for immediate follow-up.
• Moderate Scores: Represents leads with potential but may require further nurturing or additional information gathering.
• Low Scores: Suggests that the lead may not be ready for sales engagement yet, though they could still benefit from targeted marketing efforts.

Leveraging Scores for Targeted Marketing Campaigns

With scored leads, you can tailor your marketing campaigns to different segments:

• High-Scoring Leads: Send personalized offers or exclusive content that aligns with their interests and needs.
• Moderate-Scoring Leads: Implement nurturing campaigns designed to educate and move them further down the funnel. This is where downloading the comprehensive Inbound Marketing Guide can provide valuable insights into executing effective nurturing strategies.
• Low-Scoring Leads: Deploy broad educational content to keep them engaged and gradually increase their interest.

Moreover, for high-scoring leads, employing Account Based Marketing (ABM) strategies can significantly enhance engagement. A detailed guide on how to execute ABM with HubSpot can be found here.

By evaluating leads based on scores, you create a more efficient sales process and drive better results from your marketing efforts.

Advanced Customizations and Strategies with HubSpot Score Properties

Advanced customizations with HubSpot score properties can significantly enhance your lead qualification process, especially if you have a Professional or Enterprise subscription. These advanced features provide more control and flexibility, allowing you to tailor scoring criteria to better fit your business needs.

Exploring Advanced Features

Professional and Enterprise subscriptions come with several enhanced score customization options:

• Multiple Score Properties: Access multiple score properties for different aspects of your business. For example, you might use one property to qualify sales leads and another to assess customer engagement.
• Custom Criteria: Create highly specific scoring criteria using custom fields and properties. This allows for precise lead evaluation based on unique attributes important to your business.
• Automated Scoring Updates: HubSpot automatically updates score properties based on changes in contact behavior or data, ensuring that scores remain accurate and relevant.

Strategies for Effective Utilization

Effectively utilizing multiple score properties can provide deeper insights into your leads:

• Segmentation by Score: Use different score properties to segment contacts into targeted lists. For instance, create a list of high-scoring leads ready for sales outreach and another for leads needing further nurturing.
• Scoring Models: Develop distinct scoring models for various buyer personas or product lines. This approach helps in understanding the readiness of different segments within your target audience.
• Cross-functional Scoring: Combine scores from marketing, sales, and customer service metrics. This holistic view aids in identifying the most promising opportunities across all stages of the customer journey.

By leveraging these advanced features, you can refine your lead qualification strategy, ensuring that your team focuses on the most valuable prospects. If you're looking for expert assistance in navigating these advanced features, consider partnering with a Texas HubSpot partner agency. Their team of HubSpot experts can help you get acquainted with all of HubSpot's functionalities from scratch.

Segmenting Records Using Score Properties

Segmenting your records in lists using HubSpot score properties can significantly enhance your marketing and sales efforts. By leveraging these scores, you can create highly targeted lists of contacts and companies that match specific criteria.

Efficient Segmentation of Contacts and Companies

To segment your records effectively:

• Create Targeted Lists: Use score properties to filter contacts and companies based on their lead scores. For instance, you can create a list of contacts who have a high engagement score or companies with a high potential for conversion.
• Dynamic Updating: HubSpot continuously updates score properties, ensuring your lists remain accurate and relevant. Records are re-evaluated as their associated criteria change, keeping your segmentation up-to-date.

Implementing Automation Workflows

Use lead scores to trigger automation workflows that help streamline marketing efforts:

• Enrolling Records in Workflows: Set up workflows that automatically enroll contacts or companies when they reach a certain lead score. This allows you to send timely and relevant content based on their level of engagement.
• Customized Actions: Define specific actions within workflows, such as sending personalized emails, assigning leads to sales representatives, or updating contact properties based on lead scores.

By implementing these strategies, you can ensure that your marketing and sales teams focus on the most promising leads, improving overall efficiency and conversion rates. If you're looking for expert guidance in utilizing these strategies effectively, consider partnering with dJolt, a trusted HubSpot consulting agency known for its inbound marketing expertise. With our team of HubSpot-certified consultants, we can help elevate your brand's online presence through effective marketing strategies.

Improving your HubSpot CRM setup with strategic inbound consulting can greatly enhance your business's efficiency. Using services like dJolt Services ensures you properly set up score properties to qualify contacts, companies, and deals. This expert guidance helps you make the most of HubSpot's features, making it easier to grow your business strategically.

For personalized help in optimizing your HubSpot usage, consider contacting dJolt Services. Their expertise in inbound consulting can significantly impact achieving your marketing goals. You can also check out some of their success stories to see the results of their services.

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FAQs (Frequently Asked Questions