Most lead scoring models fail for the same reason: they're built on assumptions instead of data, and sales never trusts the output. Here's how to build one that works.
Start with your closed-won deals
Before assigning points to anything, look at your last 50 closed-won deals. What did those contacts have in common? Which pages did they visit? How many emails did they open? What was their job title? This is your foundation.
Separate fit from engagement
Demographic fit (job title, company size, industry) tells you if someone could buy. Behavioral engagement (page visits, form submissions, email clicks) tells you if they want to buy. Score them separately, then combine for a complete picture.
Keep it simple at first
Start with 5-7 scoring criteria, not 50. A simple model that sales understands and trusts will outperform a complex one that nobody believes. You can always add sophistication later.
Set a threshold with sales, not for sales
The handoff threshold — the score at which a lead becomes an MQL — should be agreed upon with your sales team, not dictated by marketing. Run a pilot, review the leads that crossed the threshold, and adjust together.
Review quarterly
Your scoring model is a living document. As your product evolves and your market shifts, the signals that indicate buying intent will change too. Build in quarterly reviews to keep the model accurate.
A well-tuned lead scoring model is one of the highest-impact projects you can tackle in HubSpot. It aligns marketing and sales, reduces wasted effort, and accelerates pipeline.
