Intermediate
How to configure predictive lead scoring on HubSpot
Quick Answer
HubSpot's predictive lead scoring uses machine learning to automatically score leads based on their likelihood to convert. You can enable it through the Lead Scoring settings in your Marketing Hub and customize the scoring criteria based on your business needs.
Prerequisites
- HubSpot Professional or Enterprise subscription
- At least 1,000 contacts in your database
- Historical conversion data for at least 3 months
- Marketing Hub access with lead scoring permissions
1
Access Lead Scoring Settings
Navigate to your HubSpot account and click on Marketing in the main navigation. Select Lead Scoring from the dropdown menu. If you don't see this option, ensure you have the proper permissions and subscription level. Click on Create scoring model to begin setup.
Tip
Make sure you're logged in as a user with marketing admin permissions to access all scoring features.
2
Choose Predictive Scoring Model
In the scoring model setup, select Predictive lead scoring as your model type. HubSpot will analyze your historical data to identify patterns. Choose your conversion event (such as 'Became a customer' or 'Marketing Qualified Lead'). Review the data requirements notification to ensure you have sufficient historical data.
Tip
HubSpot recommends having at least 500 contacts who have completed your chosen conversion event for optimal accuracy.
3
Configure Scoring Criteria
Set your scoring range (typically 0-100). Define what constitutes a high-quality lead by setting threshold scores. For example, scores 80-100 might be 'Hot leads', 60-79 'Warm leads', and below 60 'Cold leads'. Configure automatic list enrollment to segment leads based on their scores.
Tip
Start with broader score ranges and refine them based on your team's feedback and conversion data.
4
Set Up Properties and Attributes
Select which contact properties HubSpot should consider for scoring. Common properties include Company size, Industry, Job title, Email engagement, and Website behavior. Enable behavioral scoring to track page views, email opens, and form submissions. Review the negative scoring options for properties that indicate low conversion likelihood.
Tip
Don't over-complicate with too many properties initially - HubSpot's AI will identify the most predictive factors automatically.
5
Configure Automation Rules
Set up workflow triggers based on lead scores. Create automated actions such as sending high-scoring leads to sales teams, adding them to nurture sequences, or updating contact properties. Navigate to Workflows and create enrollment criteria using HubSpot Score is greater than [threshold].
Tip
Test your workflows with a small group first to ensure the automation works as expected before rolling out broadly.
6
Enable Score Notifications
Configure real-time notifications for your sales team. Go to Notifications & Integrations and set up alerts when leads reach certain score thresholds. Customize the notification content to include relevant contact information and score details. Set frequency limits to avoid notification fatigue.
Tip
Create different notification rules for different score ranges to prioritize your team's attention effectively.
7
Test and Validate Setup
Run a test scoring on a sample of your existing contacts to verify the model is working correctly. Review the score distribution to ensure it makes sense for your business. Check that high-scoring contacts align with your ideal customer profile. Validate that workflows and notifications are triggering properly.
Tip
Compare the predictive scores with your manual scoring or sales team's assessment to calibrate the model.
8
Launch and Monitor Performance
Activate your predictive lead scoring model by clicking Turn on scoring. Monitor the Lead Scoring dashboard regularly to track performance metrics like score accuracy and conversion rates. Set up monthly reviews to analyze which score ranges are converting best and adjust thresholds accordingly.
Tip
Allow at least 30 days of data collection before making significant adjustments to give the predictive model time to learn.
Troubleshooting
Predictive scoring option not available
Ensure you have a HubSpot Professional or Enterprise subscription and sufficient historical data. You need at least 1,000 contacts and 500 conversion events. Contact HubSpot support if requirements are met but feature is still unavailable.
Scores seem inaccurate or inconsistent
Check your conversion event definition and ensure it's properly tracked. Review your contact data quality and clean up incomplete records. Allow the model more time to learn - predictive scoring improves with more data over time.
Workflows not triggering based on lead scores
Verify that your workflow enrollment criteria uses the correct HubSpot Score property. Check that contacts meet all enrollment criteria, not just the score threshold. Ensure the workflow is active and not paused.
Sales team not receiving score notifications
Confirm notification settings are enabled for the correct users in Account Settings > Notifications. Check that email addresses are correct and notifications aren't going to spam folders. Verify that score thresholds are set appropriately to trigger notifications.
Ready to get started with HubSpot?
Put this tutorial into practice. Visit HubSpot and follow the steps above.
Visit HubSpot →