How Do I Build an Effective Lead Scoring Model?
Align to ICP, blend Fit + Intent + Recency − Risk, add decay, and prove it with backtesting—then route A/B leads immediately in HubSpot.
Build a score that predicts meetings and SQLs, not clicks. Start with Fit (ICP tier, firmographics), Intent (high-value behaviors), Recency (fresh engagement), and Risk (disqualifiers). Weight signals, add time decay and negative points, map to A/B/C bands, then route A/B via lists and workflows. Validate with dashboards that compare conversion by band and adjust monthly.
Lead Scoring Building Blocks
Design a High-Signal Scoring Model in HubSpot
Anchor on your Ideal Customer Profile. Score Fit via ICP tier, industry, employee count, HQ region, and target account lists. Add Intent from pricing/product page views, high-depth forms, webinar attendance, and return visits. Layer Recency with “days since last interaction.” Subtract Risk for free domains, missing consent, student emails, or excluded industries.
Implement in HubSpot as a Score/Priority property or Predictive Score (when available). Map score to bands (e.g., A ≥ 80, B 60–79, C < 60). Build Active Lists for A/B, and suppression lists for Risk. Use Workflows to assign owners, create tasks, trigger alerts, and enroll sequences with speed-to-lead SLAs. Add time decay so scores cool if engagement stops.
Prove it with backtesting: dashboards showing meeting rate, SQL rate, and opportunity creation by score band and by source. If A-band doesn’t materially outperform B/C, revisit weights—intent + recency often carry the strongest signal. Keep data hygiene tight (dedupe, verify email, enforce consent), and review monthly.
30-Day Lead Scoring Sprint (HubSpot)
- Days 1–5: Define success metrics; list Fit/Intent/Recency/Risk signals; draft weights and decay.
- Days 6–10: Build Score property; create A/B/C bands; add negative points for Risk.
- Days 11–20: Create Active & suppression lists; turn on routing workflows, alerts, tasks, SLAs.
- Days 21–30: Launch dashboards; backtest conversion by band & source; tune thresholds and weights.
Frequently Asked Questions
Ship a Score That Sales Trusts
We’ll design your scoring, lists, routing, decay, and dashboards—then backtest against real conversions so reps focus where the odds are highest.
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