--- title: What Is Lead Scoring? And How HubSpot Can Help description: Lead scoring is a great strategy for classifying leads and personalizing your sales process to fit your customers. Learn more about how HubSpot can help. image: https://blog.eniture.com/hubfs/Eniture%20-%20Coworkers%20Examining%20Customer%20Data-1.jpg --- [![Eniture Technology](https://blog.eniture.com/hubfs/Eniture_December2017_Theme/images/eniture_logo_small.png)](https://eniture.com) - [Home](https://eniture.com/) - [Products](https://eniture.com/products/) - [All](https://eniture.com/products/) - [BigCommerce](https://eniture.com/bigcommerce-real-time-shipping-quotes/) - [FreightDesk Online](https://freightdesk.online) - [Magento 2](https://eniture.com/magento-2/) - [Shopify](https://eniture.com/shopify/) - [WooCommerce](https://eniture.com/woocommerce/) - Support - [Knowledge Base](https://support.eniture.com) - [Open Support Ticket](https://support.eniture.com/kb-tickets/new) - [System Status](https://status.eniture.com/) - Resources - [Blog](https://blog.eniture.com) - [Ebooks, Guides & More](https://info.eniture.com) - [About Us](https://eniture.com/about-us/) - [Contact Us](https://eniture.com/contact/) - [Login](https://eniture.com/login) ![Eniture Technology Blog](https://blog.eniture.com/hs-fs/hubfs/eniture-technology-blog-1440x448.jpg?width=1440&name=eniture-technology-blog-1440x448.jpg "Eniture Technology Blog") ## Latest Stories Search this site on Google S [![Paul Birkhead](https://app.hubspot.com/settings/avatar/fe1e73721d8f5405130cb61c4b754134) Paul Birkhead](https://blog.eniture.com/author/paul-birkhead) Mar 14, 2023 ## [Advantages of 3PLs vs. Asset-Based Ca...](https://blog.eniture.com/advantages-3pls-vs.-asset-based-carriers-which-is-right-for-you) [3PL](https://blog.eniture.com/topic/3pl) [Business](https://blog.eniture.com/topic/business) [Shipping Methods](https://blog.eniture.com/topic/shipping-methods) [Shipping Method](https://blog.eniture.com/topic/shipping-method) [warehouse technology](https://blog.eniture.com/topic/warehouse-technology) [![Paul Birkhead](https://app.hubspot.com/settings/avatar/fe1e73721d8f5405130cb61c4b754134) Paul Birkhead](https://blog.eniture.com/author/paul-birkhead) Feb 14, 2023 ## [Announcing C.H. 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And How HubSpot Can Help](https://blog.eniture.com/what-is-lead-scoring-how-hubspot-can-help)   [Lead Generation](https://blog.eniture.com/topic/lead-generation) [Sales Strategy](https://blog.eniture.com/topic/sales-strategy) [HubSpot](https://blog.eniture.com/topic/hubspot) [Lead Scoring](https://blog.eniture.com/topic/lead-scoring) [Lead Scores](https://blog.eniture.com/topic/lead-scores) ![coworkers examining lead scoring data for their business](https://blog.eniture.com/hs-fs/hubfs/Eniture%20-%20Coworkers%20Examining%20Customer%20Data-1.jpg?width=600&name=Eniture%20-%20Coworkers%20Examining%20Customer%20Data-1.jpg) If you've read much about marketing, you've no doubt heard about lead scoring. Lead scoring is absolutely vital to maximizing the efficiency of your sales staff. In this post, we'll answer the question, “What is lead scoring?” Then, we’ll look at some of the ways that HubSpot can help you automate and improve the process by using the vast amount of data it collects about your leads and conversions. ## What Is Lead Scoring? For sales staff, time is money. Every second spent trying to sell to a lead that is unlikely to buy is a second that isn't spent selling to one that will. During the course of business, these seconds add up to a lot of lost opportunities. For that reason, businesses use various data points gathered about a lead to determine how likely that lead is to buy a product or service. Rating the leads in this way is called lead scoring. Let's take a look at some traditional ways that companies manage lead scoring. ## What Is Lead Scoring: Traditional Lead Scoring Methods Before better options came along, the most common way to score leads was with a handcrafted algorithm specific to a given business. 'One size fits all' algorithms simply do not work for lead scoring because no two customer bases are alike. Because of this, companies take a look at some important distinctions between what makes a good lead and what makes a bad lead. We'll take a look at how they figure that out later. But for now, let's look at what the type of information used to score leads may be. ### Demographics Every good marketer has developed a buyer persona or a full set of them. A buyer persona is a fictionalized representation of a company's average customer. If you are selling school supplies for elementary kids, your buyer persona is likely to be a parent or the legal guardian of a young child.  It would be a waste of time to have your salespeople try to sell to someone who does not have a child. This is a very simple example of the types of demographic checks you can perform during lead scoring. But it's a clear example of how a lead's demographics can be used to prune down the list to likely candidates.  This is especially true for [B2B businesses](https://neilpatel.com/blog/instantly-gain-more-leads/). In most cases, your ideal customers will belong to a specific industry, have a specific business size, or even cater to their own specific type of customer. Any information you have about the types of businesses most likely to buy something from you is exactly the type of thing that should weigh into your lead scoring decisions.  ### Previous Interactions There are two major ways a lead can interact with you that can give you clues about how likely they are to purchase something. The first is their behavior on your website. Are customers who go on to make purchases more likely to have downloaded an offer from your website? What pages do leads who buy commonly visit that *aren't* visited by leads who don't buy? How does [your bounce rate](https://blog.eniture.com/how-to-improve-bounce-rates-with-hubspot) figure in? Any behavior that can be credibly attached to the likelihood of making a purchase is a prime candidate for including in your lead scoring algorithm. The second type of interaction worth looking at is their interactions with you. Do leads who click on links in promotional emails or on social media posts convert at a higher rate than those who don't? Does the likelihood increase if they interact with you in more than one way? What effect does it have on conversion rates if a lead likes or shares your social media posts more frequently? All of these things should increase the likelihood of conversion. But how much of an effect each has will be unique to each business.  ### Putting It All Together Once the criteria that will be used to score leads are determined, the algorithm to calculate the score must be created. The purpose of the algorithm is to weight each criterion so that it matches its actual influence. This is calculated in a three-step process:  1. **Calculate the conversion rate of all leads.** To determine what weight a criterion has on lead scoring, you need to have a baseline. By taking all of your new customers and dividing that number by the number of leads you had, you'll have a base conversion rate. 2. **Break those down into your chosen attributes.** Now, you need to figure out how many of your leads fall into each of the criteria you selected. 3. **Assign weighted values to each lead attribute.** Finally, you take those lead groupings you just made and calculate each criterion's conversion rate. By comparing this rate to the base rate and other groups' rates, you can assign points for each criterion. ## Better Lead Scoring With HubSpot ![Ideal customer persona for selling school supplies](https://blog.eniture.com/hs-fs/hubfs/Ideal%20customer%20persona%20for%20selling%20school%20supplies-1.jpg?width=600&name=Ideal%20customer%20persona%20for%20selling%20school%20supplies-1.jpg) So far, we've seen a lot of processes that require quite a bit of manual effort. If this was a once and done sort of thing, that might not be too bad. But a good lead scoring algorithm will adapt to changes, which means that yours should be updated regularly. It should come as no surprise that HubSpot, whose entire business model is built around automating complex tasks, have built tools into their software that will help you perform lead scoring more quickly and accurately. Let's look at some of the ways it can help. ### Automated Traditional Scoring At best, automation of traditional scoring without a tool like HubSpot involves using a spreadsheet. You might even write a custom coded program to do the calculations for you. These are still going to rely heavily on manual entry and refinement. As such, these processes hardly qualify as automation at all. HubSpot, on the other hand, already stores all the data you could possibly need about your leads. It allows you to tell it which of those criteria you'd like to use for lead scoring. From there, it will do the work for you.  ### Predictive Scoring Traditional scoring is all well and good if you know exactly which criteria you should be using to score leads. But even if you think you do, you probably don't. There are almost always little patterns and correlations that humans don't detect, but big data and machine learning will. This is where HubSpot's predictive scoring comes in. It will take all the data it has collected about your leads and how well they convert. Then the tool will combine that with powerful predictive learning algorithms. It will generate a lead score that is far more accurate than one that comes from human guesswork.  ### Multiple Score Sheets In the early days of your business, one buyer persona is likely enough to represent your customer base. As that customer base grows and your range of offerings grows with it, there will almost certainly be more than one type of person buying your products. HubSpot will allow you to track multiple scoring sheets. You can get scores for each of your buyer personas individually. Since HubSpot is also your CMS, you can even have it show different web content to different leads based on scoring criteria.  ## What Is Lead Scoring: Final Thoughts Manual lead scoring can be a huge time saver for sales staff. But it relies on a lot of guesswork and involves a fair amount of work itself. HubSpot can help remove the guesswork and automate the processes, making for a much more streamlined lead scoring experience. If you have questions about lead scoring in HubSpot or other ways the software can help your business, please do not hesitate to [contact us](https://eniture.com/contact/).  ## About Eniture Technology Eniture Technology specializes in helping e-Commerce merchants grow by providing useful information, digital marketing services, off-the-shelf apps that solve common problems, and custom programming services. 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