HubSpot’s New Lead Scoring: a Game-Changer for Marketers

HubSpot's Lead Scoring capability has had an upgrade and we think it's worth taking a look! 

Understanding the quality of your opportunities is key to focusing on leads most likely to convert and avoiding wasted effort on those with weak intent. HubSpot’s newly enhanced Lead Scoring blends behavioural signals such as website visits and content downloads with firmographic data like company size and industry, giving you a richer, real-time view of lead intent.

This added accuracy and relevance could be the key to a more streamlined sales process. See how it works, and let’s talk about applying it to your business. 

So, what is Lead Scoring in HubSpot?

HubSpot’s lead scoring tools allow you to assign point values to contacts based on how engaged they are and how well they match your ideal customer profile. These scores help you pinpoint who’s sales-ready, and who still needs nurturing.

Lead scoring in HubSpot can combine:

• Engagement scores (contacts and companies only): qualify records based on their actions and interactions, such as visiting your website, subscribing to your newsletter, clicking a CTA, or opening a marketing email.

• Fit scores (contacts and companies only): qualify records based on their demographic information through property values, such as their age, job title, company size, or annual revenue.

• Combined scores (contacts, companies, and deals): qualify records based on engagement criteria and fit criteria. These scores populate a combined score value that looks at both actions and demographic information, as well as individual engagement and fit scores if you also want to look at them separately. 
  

Together, these give you a much clearer view of lead quality, not just quantity. The capabilities within HubSpot are dependent on your subscription level - something to consider as you may be limited! 

And why it matters for Marketers (and Agencies)

Whether you're running high-performing campaigns for your clients or nurturing your own pipeline, HubSpot's lead scoring functionality can be a game-changer in how you manage and convert leads.

First and foremost, it allows you to prioritise the leads that truly matter, to focus efforts on those who not only fit your ideal customer profile but are actively engaging with your content, website, or offers. Rather than treating all leads equally, engage with the contacts showing genuine buying signals.

It also acts as a crucial bridge between marketing and sales teams. By defining what a “sales-ready” lead looks like and assigning scores to match; everyone is aligned on when a lead should be handed over, and what qualifies them for that stage. This clarity avoids the common disconnect between lead generation and lead follow-up.

Once a contact reaches a scoring threshold you've set, HubSpot can instantly trigger automated workflows; whether that’s notifying a sales rep, sending a personalised email, or updating a lifecycle stage. No more manual chasing or delays; just fast, targeted action at the exact right time.

On top of that, lead scoring helps marketers fine-tune their campaigns based on real results. Over time, you’ll gain insights into which activities (like webinars, pricing page visits, or specific downloads) are consistently contributing to higher scores and better conversions, allowing you to double down on what works.

And perhaps most importantly for agencies, lead scoring is a way to demonstrate real marketing value. It's not just about generating clicks or form submissions; it’s about showing how your efforts directly contribute to qualified leads, better sales conversations, and ultimately, revenue growth.

Are you ready to utilise Lead Scoring in HubSpot?

Like every technology development, it's key to consider you have the foundations in place to effectively utilise the tool. So, before building a scoring model, here are some things to consider...

• Accurate, complete data
  Ensure your contact properties are consistently capture, both form-based and integrated from other systems.

• Lifecycle stages clearly defined
  HubSpot’s scoring works best when tied to MQL, SQL, and Opportunity handover points — so your team knows exactly when to act.

• Input from your sales team
  Don’t guess what a “hot lead” looks like. Sales insights are essential for building a model that works in the real world, and the human overview is also a valuable tool. 

• A simple model to start
  HubSpot makes it easy to get going; start with basic criteria (e.g., pricing page views, company size, or job title) and iterate as you learn. Don't try to boil the ocean, start with a cup first. 

• Intent signals and disqualifiers in place
  Not all leads are equal. Add extra weight for high-value actions (like demo requests), and subtract for poor-fit attributes (like student emails or irrelevant industries).

Ready to take the next step?

Many businesses already rely on HubSpot Scoring, a useful feature that will soon be retired and replaced with Lead Scoring. From August 31st 2025, existing properties will no longer update, so if you’re currently using Scoring, it’s time to migrate to the new Lead Scoring functionality.

If you're new to Scores or Lead Scoring, this could be the missing link to generating leads that convert or deliver better ROI from your campaigns. 

It doesn’t need to be complex to be effective; and once it’s in place, you can scale, automate, and optimise based on real performance.

We're here to talk through it, set up a plan for success and implement changes that will have you seeing real, tangible performance impacts.