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Glossary

Lead Scoring — what it is, how HubSpot does it, what breaks

Lead scoring assigns a numeric value to each contact based on fit (who they are) and engagement (what they do). Done right, it tells sales who to call first. Done wrong, sales ignores it within a month.

Lead scoring is a numeric value on each contact that combines fit (how well the contact matches your ICP) and engagement (what they've done). HubSpot exposes this as the HubSpot Score property (Pro+) and supports separate Custom Scores for more sophisticated models.

On this page

• Fit vs engagement scoring
• Product-usage scoring (PLG)
• The HubSpot Score property
• Tuning the model
• The common mistakes that kill scoring trust

Related services

Lead Scoring SystemLifecycle StagesAttribution DashboardHubSpot Health Audit

Related industries

SaaSFintechB2B Agencies

Related glossary

Lifecycle StagesMarketing AttributionRevOps (Revenue Operations)

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FAQ

• Do we need Marketing Hub Pro for scoring?
  HubSpot Score requires Marketing Hub Pro+. Custom Scoring requires Marketing Hub Enterprise or Operations Hub Pro+.
• Should we score Contacts or Companies?
  Both, if you have an account-based motion.
• What about negative scoring (decay)?
  Yes — engagement should decay over time. Default: engagement points decay over 90 days.