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How To Automatically Assign Lead Owners with HubSpot and Salesforce

by Lauren Ryan on December 2022

Automating lead assignment is essential to reduce your speed to lead with HubSpot and Salesforce. When new contacts enter your database, they need to get into the right hands as soon as possible for conversion.

If you’re using the HubSpot Salesforce integration , you have several options for lead assignment. You can manage this in HubSpot or Salesforce. Before picking the tool for assignment, first consider how you want to assign leads.

Types of Inbound Lead Assignment

Round robin lead assignment.

First, round robin lead assignment. Round robin lead assignment means that you want all users on a team to be assigned an equal amount of new leads. Round robin lead assignment could apply to your entire sales team - or it could apply to all users within a division of your sales team. For example, you may want all new leads in the state of New York to be distributed evenly between 5 team members. In this example, you’d want to use a combination of round robin and criteria-based assignment.

Criteria-Based Lead Assignment

Now, let’s talk about criteria-based lead assignment. Criteria-based lead assignment means that leads have to meet a certain set of qualifications before they can be assigned. These criteria usually include a combination of their geographic location, industry, company size, or product interest. 

Should I Assign Leads in HubSpot or Salesforce?

If you decide to use round robin lead assignment, HubSpot Workflows will be your best route. Using the HubSpot “rotate owner” Workflow action, you can easily add criteria-based if/then branches for new leads and then assign the leads evenly throughout a specific team. Or, you can enroll all new leads in a Workflow without criteria and distribute them evenly throughout your sales team. Round robin assignment can also be accomplished in Salesforce using queues, APEX code, or a custom app. But, the HubSpot Workflows route is far easier to implement and takes less work to maintain.

If you’d like to use criteria based assignment and assign a specific user to new leads, you can stick with HubSpot Workflows or begin to explore your options in Salesforce. 

Salesforce Options for Automatically Assigning Lead Ownership

Salesforce lead assignment rules.

Lead assignment rules in Salesforce are very easy to navigate. Lead assignment rules can be activated in the Setup section of Salesforce. To create lead assignment rules, you’ll create a formula in the Lead Assignment rule builder. This creation experience is similar to the other formula tools in Salesforce. You’ll select the specific criteria for each individual users that should be assigned new leads. Once activated, this will recalculate your current lead owners and reassign leads accordingly.

If you’d rather use a lead assignment method that will only apply to net new leads, rather than updating all existing leads in Salesforce, consider using a Salesforce Flow for lead assignment.

Salesforce Flow

Salesforce Flows are similar to HubSpot Workflows in that you can use decision splits and actions to segment records by criteria and update records with new property values. Using a Flow, you can enroll all new leads, review the criteria you’ve set, and assign the appropriate owner.

To summarize, the best options for lead assignment in HubSpot and Salesforce are the HubSpot Workflows tool, Salesforce Lead Assignment rules, or Salesforce Flows.

The easiest method to maintain is round robin lead assignment in HubSpot Workflows. So, if you’re looking for a light administrative lift, this is the way to go.

Now that we’ve discussed the options, here’s a look at how to implement each of these three lead assignment approaches.

Wrap Up: Automating Lead Assignment

To recap, we've shown you three ways to set up lead assignment in HubSpot and Salesforce by using HubSpot workflows, Salesforce lead assignment rules, and Salesforce Flows. Of these, HubSpot workflows are the easiest to create and maintain for both round robin and criteria-based assignment.

Looking for help with automating lead assignment? Reach out to our team at Coastal Consulting for help with automation with HubSpot and Salesforce.

Need to learn more about the HubSpot Salesforce integration fast? Enroll in our 8 module HubSpot Salesforce integration course .

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Lead Distribution Methods and Best Practices

Published: January 16, 2023

Lead distribution can be tricky because no two sales reps are the same. Each has their own strengths and shortcomings — qualities that ultimately shape how they sell. Similarly, every prospect has their own interests and needs, informing how they like to be sold to.

In many cases, those " hows " between reps and prospects can align — naturally making for smoother, more amicable sales efforts. That trend begs the question, "How can I ensure that the right reps are pursuing the most appropriate prospects?"

Well, the answer might lie in a practice known as lead distribution. Here, we'll explore the concept a bit further, review its fundamentals and best practices, take a look at some prominent lead distribution strategies, and see some of the best software solutions to support them.

Let's dive in.

What are the phases of lead distribution?

Lead Distribution Strategies

Lead Distribution Best Practices

What is lead distribution.

Lead distribution is a process where a sales org strategically assigns individual leads to the specific reps best suited to sell to them. It rests on the premise that every lead has its own needs and interests that align with certain reps' personal strengths and skillsets.

Leads are unique. They all have preferences and pain points — specific to factors like their scale, industry, location, and market position.

The same goes for your salespeople. As I mentioned, no two of them are the same. Lead distribution plays on those trends. It allows you to match reps with the leads that will be most receptive to their personal brand of sales.

This typically automated process can help you trim some fat from your sales org's broader performance. By pairing salespeople with the types of leads they have the acumen to handle most effectively, you can ensure that you're making the most out of your organization's opportunities.

• Capturing and Delivering Leads
• Screening for Quality
• Setting Criteria and Standards
• Transparency and Keeping Reps Posted

As I mentioned, lead distribution is usually an automated process, but there are still some key actions you need to take to ensure you get as much as you can of your strategy. We explain what you should do in each phase of lead distribution below.

Phase One: Capturing and Delivering Leads

It might go without saying, but you can't distribute leads without any leads to distribute.

Any solid lead distribution strategy starts with an effective lead capture and delivery process — generally supported by automated lead generation resources. Leads need to transition from marketing to sales as seamlessly as possible, and those kinds of tools can facilitate that process.

Phase Two: Screening for Quality

Lead distribution can only be so efficient and effective if your leads aren't properly screened for quality. You need to know that the leads your sales reps will ultimately pursue are legitimately suited for your product or service.

You have to consider factors like a company's scale, financial circumstances, business needs, and any other element that dictates what and how a prospect is going to buy. From there, you can weed out prospects that aren't worth your time — providing your sales reps with a better, more refined, viable crop of leads.

Phase Three: Setting Criteria and Standards

The whole point of lead distribution is pairing reps with the leads they're best equipped to handle — that can't happen arbitrarily. And unless you're planning on putting a sizable time commitment into distributing leads manually, you need to have firm criteria for identifying which leads should go to which reps.

The key factors at play with this step will vary from business to business and team to team, but they generally include elements like reps' regional knowledge, experience, seniority, overall performance, and current commitments to other deals.

Phase Four: Transparency and Keeping Reps Posted

Your reps need to understand the logic behind your lead distribution strategy — so keep them in the loop about the criteria you set for the leads they're going to receive. They need a picture of who they'll be working with and an idea of why they're best equipped to handle them.

Letting them in on those elements of the process will help guide better-informed sales efforts and communication. It will also keep reps from being confused or dejected about receiving leads they might be struggling with. It might even help to include your reps in the criteria-setting process.

You'll also want to immediately notify reps of incoming leads as soon as you can. Your team needs to stay on top of their outreach — lead distribution can only be so effective if you're not consistently making something of the leads that come in.

Lead Distribution Strategies and Methods

1. Round Robin

The "Round Robin" method is one of the more straightforward lead distribution strategies sales orgs have at their disposal. Here, your reps automatically receive an evenly distributed volume of leads in the same order — without much tiering or criteria-based screening.

Round Robin’s primary draw is in its simplicity. This method is not particularly difficult to implement and track.

That said, it's one of the less sophisticated strategies listed here. The method often doesn't account for reps' strengths, availability, or experience as much as others.

2. Cherry Pick

The "Cherry Pick" strategy offers reps more autonomy and agency in the lead distribution process. With this method, salespeople are allowed to select their own leads out of an existing pool and pursue them as they see fit.

This process can foster healthy competition and a sense of urgency within a sales org. Reps are pressed to take initiative, put in extra effort, and try to prove themselves.

That said, this method also leans on the fact that certain leads are much more desirable than others. If you give your reps their choice of leads, you might wind up leaving smaller or more challenging deals on the table.

3. Region-Specific

The "Region-Specific" strategy is relatively self-explanatory. It involves partitioning groups of leads by geographic area and delegating the distribution process to the territory managers that cover each region.

This method allows you to account for reps' knowledge of regional preferences, location-specific needs, and the most prevalent personas by area. However, not all regions are created equal.

Some are much more active and lucrative than others. If you opt to go with this strategy, you run the risk of sacrificing efficiency and appearing to favor certain subgroups of reps. These two factors can undermine your sales org's morale.

The "Shotgun" strategy starts with grouping reps by their strengths, skill sets, and experiences. Once you have those groups established, you divide your leads among them based on fit and relevance. From there, the reps who comprise each group claim leads on their own.

This method is one of the more focused strategies listed here. It lets you match leads with reps who are particularly well-equipped to handle them. A shotgun approach can also foster a healthy competitive spirit within a sales org, but it rests on you having enough leads to go around.

If you have a disproportionately low number of leads relative to your number of reps, your team's morale can take a hit. This strategy also assumes your salespeople have a certain degree of integrity and selflessness that isn't always there. Encouraging "lead-hoarding" is a risk you run with this method.

"Manual" distribution is exactly what it sounds like — personally designating leads for your reps, yourself. It gives you a degree of control over the lead distribution process that no other strategy listed here can match. The strategy allows you to faithfully adhere to the criteria you use to set reps apart from one another.

If you thoroughly understand how your reps operate, you can leverage this strategy to play to their strengths.

This method comes with its share of drawbacks. As you can probably assume, manual distribution is extremely labor-intensive. If you're working with a larger team, there's a good chance it won't be worth the effort.

Looking to improve your lead distribution strategy? Start with these best practices.

Automate to save time and personalize for bigger sales.

Automation should only be used when it will both save your team time and close deals faster. However, there are definitely leads that could use a personal touch.

When you know a lead has a higher lead score or is a potentially large sale, consider doing research on LinkedIn to identify their likes, dislikes, and potential needs. This will give you a leg up during initial conversations, as well as make your customers feel important.

Retain and reward top sales representatives.

Lead routing and assignment are only as successful as your top sales talent. Make sure you have a fair and consistent process in place for lead distribution. If not, you may risk losing some of your best sales reps.

You can monitor how successful a sales rep is by analyzing payment revenue . This can help you identify top performers and reward them with a larger commission or another incentive.

Make sure your sales reps understand any sales goals and can visualize their place on a sales leaderboard.

Be flexible.

What works for one sales team won’t work for another. Sometimes you have to try out a process before you can pinpoint what works and what doesn’t.

You may commit to a lead distribution method and find that sales reps are unmotivated or confused. If so, it’s time to reevaluate.

Consider trying out sales distribution methods until you find the one that works the best. Ask your sales reps to fill out anonymous surveys on what could be improved, implementing any feedback quickly.

Getting Started

If your team is just getting started, consider your organization’s strengths and weaknesses. You can then find a lead distribution method that is likely to work best. From there, test and iterate on your approach. Soon, the right reps will always be serving the right customers.

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How to Set Up Lead Routing with HubSpot

Are you struggling with lead routing in HubSpot? We’re here to help! 

As a marketing, sales, and customer service tool, HubSpot’s dynamic range of features can be overwhelming for both new and seasoned users.

However, for those looking to assign leads within the platform, the good news is that it is possible. All it takes is some patience and a little guidance to speed up the process.

Ready to simplify your lead management process? Let’s see what our team has to say about lead routing within HubSpot.

Disclaimer: The opinions expressed in this guide are based on our personal analysis as of the publication date. We recommend conducting your own research and evaluations before passing judgment on the companies discussed.

Understanding effective lead routing

Before we dive into the practical steps, let’s discuss the basics of lead routing. 

Lead routing, also known as ‘lead assignment’, centers around the concept of automatically directing leads to the right team members. This ensures that every lead goes to the most suitable person within your organization quickly and accurately. 

For large organizations or those dealing with distinct market segments, effective lead routing can:

• Boost conversion rates: More accurate and efficient lead assignment will increase your chances of converting customers with better response times.
• Optimize resource allocation: Efficient lead routing ensures that your sales and marketing teams focus on qualified leads they are best equipped to handle, making the most of your resources.
• Streamline lead tracking: Proper lead routing simplifies lead tracking and management, helping your organization keep tabs on potential opportunities.
• Reduce manual effort: Automation in lead routing minimizes the need for manual intervention, saving time and reducing the risk of errors.
• Boost sales team morale: When sales reps receive leads that match their expertise, they are more likely to achieve success, which can motivate and energize your salesforce.
• Enhance the customer experience: When leads are routed to the most qualified personnel, they receive better assistance and information, leading to a more positive customer experience.

Exploring lead routing strategies

While no aspect of the sales process should involve a ‘one-size-fits-all’ approach, professional sales teams need to be particularly careful when it comes to lead routing.

Different businesses will require different strategies to ensure they’re reaching customers in the right way. Because of this, it’s important to be aware of what lead routing tactics exist before investing in support tools for your business.

Some examples of lead routing strategies include:

• Account-based matching: This strategy directs leads from specific accounts to the respective sales reps who specialize in those accounts.
• Territory-based routing: This is most suitable for businesses operating in different regions to ensure leads go to the right regional sales reps.
• Product line matching: This allows companies with diverse product lines to assign leads to reps with expertise in specific product categories.
• Performance-based assignment: This strategy allows you to reward your top-performing sales reps by routing high-potential leads directly to them.
• Round-robin assignment: This approach ensures every lead goes to a different sales rep in a fair cycle, balancing workloads and opportunities among the team.

A step-by-step guide to lead routing with HubSpot

Now that you understand a little more about lead routing and the considerations your business needs to make before investing in lead routing software, let’s shift our attention to HubSpot workflows.

Despite not being known as a purpose-built platform for lead routing, HubSpot does offer tools to facilitate and manage lead routing. However, because prior knowledge of HubSpot will be required to implement these steps, if you’re not already a HubSpot user, we recommend skipping to the next section to discover an alternative solution for your lead management needs. Note: Customizing lead routing triggers in HubSpot can vary depending on your unique criteria and requirements. The instructions provided below offer general guidelines to help you get started, but you may need to adapt them to align with your specific lead routing needs.

How to set up lead routing in Hubspot workflows:

Step 1: access hubspot workflows.

• Go to Workflows in your HubSpot account by clicking on “Automation”, and then clicking on “Workflows”.

Step 2: Create a new workflow

• Click “Create Workflow” and select “From scratch”.

Step 3: Define enrollment triggers

• Determine triggers that enroll contacts into your workflow, e.g. when they submit specific forms.

Step 4: Qualify leads

• Add an “If/then” branch to ensure leads meet qualification criteria, e.g. an employee size greater than 50.

Step 5: Segment leads

• Segment leads further based on criteria. This can include territory or product interest.

Step 6: Assign and manage leads

• Use the “rotate record to owner” function to assign, manage, and overwrite lead rotations.

The limitations of HubSpot as a lead routing solution

There’s no doubt that HubSpot offers a powerful range of features to support marketing and sales teams in their endeavors, but in terms of its lead routing capabilities, it doesn’t come without its challenges. Even though the instructions outlined in the previous section might sound straightforward, in practice, setting up custom lead routing triggers in HubSpot will involve some trial and error.

This is why many marketing and sales teams often choose to opt for a designated lead assignment and management tool to streamline their processes and ensure prospects aren’t impacted by human error or lengthy response times.

Common lead routing issues HubSpot users face:

• No weighted assignment: HubSpot lacks comprehensive native support for performance-based lead assignment, forcing users to explore custom-coded solutions.
• Availability and workload-based assignment: Routing based on team members’ availability or workload isn’t natively supported. This can lead to sales reps missing out on the opportunity to connect instantly with qualified leads.
• Workflow maintenance: While HubSpot succeeds in offering a positive user experience in other areas when it comes to lead routing, large workflows can be challenging to maintain and may lead to errors.
• Routing log: HubSpot currently offers no way to backtrack on all the steps a lead went through before reaching your sales rep.

Lead Assign: Your all-in-one, AI-driven lead management system

As mentioned, given the complexity involved in configuring robust lead routing capabilities within HubSpot, the optimal choice is to consider a dedicated system that specializes in lead assignment and management. 

This is where Lead Assign comes in.

With AI-driven lead matching and a dynamic range of advanced but easy-to-use features, Lead Assign can instantly transform your sales pipeline and customer relationship management strategy.

Lead Assign is more than a solution; it’s a game-changer for your business. 

Some of Lead Assign’s stand-out features and customization options include:

• AI-powered lead matching: Efficiently match and route leads based on your company’s departments and teams, ensuring the most qualified agent handles each opportunity.
• Precision geolocation: Agents receive leads within their designated areas, ensuring local expertise and swift responses.
• Performance-boosting routing: Agents who actively use our software receive more leads, enhancing engagement and conversion rates.
• Timely response prioritization: Prioritize quick lead responses by automatically routing timed-out offers to the next available agent or partner in line, aligning with your unique business strategy.
• Tailored reporting: Customize data reports to meet executive needs, tracking lead acceptance rates, conversion cycles, and more.
• Visual lead mapping: Gain insights with a map view of lead generation for data-driven decisions and budget allocation.
• Flexible branding: Easily brand our software with your company’s name for a seamless user experience. Alternatively, integrate our solution into your UI for a discreet, seamless integration.
• Strategic support: Collaborate with our experts to optimize your lead routing strategy for greater efficiency and competitiveness, as well as supporting policies based on equality, fairness, and security. 

Simplify your lead routing with Lead Assign

If HubSpot doesn’t seem like the right fit for your lead routing and management needs, don’t worry — you’re not the first one to feel this way! With a more specialized focus on lead routing and management, Lead Assign can help you transform your short-term and long-term sales lead strategies for better results.

Say goodbye to lead routing headaches and ensure every lead reaches the right person every time. To learn more about Lead Assign, simply Book Discovery Session or Test Drive Lead Assign today.

Interested in finding out more?

Book a call with us to discuss how we can help.

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Master HubSpot Lead Scoring: Your Step-by-Step Guide

Streamlining your sales process starts with efficient lead management. HubSpot lead scoring is your ally in this endeavor, ranking leads to ensure you channel resources where they’re most effective. In this article, we demystify the HubSpot lead scoring process and walk you through the necessary steps to implement a system tailored to your sales strategy. Expect insights on setting up criteria, balancing factors, and optimizing lead scores for targeted marketing and sales alignment.

Key Takeaways

• HubSpot’s lead scoring uses a point-based system to rank leads by combining demographic data with behavioral data, allowing for precise and targeted management of potential customers.
• Effective lead scoring models in HubSpot require setting up balanced positive and negative scoring criteria, which includes considering explicit demographic info as well as implicit behavioral data along with score degradation techniques.
• Lead scoring is not just a one-time setup but a continuous process in HubSpot, involving regular reviews and adjustments to criteria, using analytics for optimization, and aligning closely with sales feedback for enhanced accuracy.

Decoding HubSpot Lead Scoring

Lead scoring, at its core, is a prioritization framework. It meticulously ranks leads based on their likelihood to convert into paying customers , ensuring your efforts are targeted where they matter most. It’s like having a crystal ball that gives you a sneak peek into the future potential of each lead. But how does HubSpot fit into this picture?

HubSpot’s lead scoring models use a point-based system that combines demographic data (like job title and company size) and behavioral data (such as interactions with your brand or products). This systematic and quantifiable approach enables a more efficient and targeted management of potential customers, letting you nurture your leads effectively. With a numerical score assigned based on set criteria, HubSpot’s lead scoring allows for a methodical and quantifiable valuation of potential customers.

The Anatomy of a Lead Score

The magic of lead scoring lies in its ability to evaluate a lead’s potential value using a blend of demographic and behavioral data. By assessing details like industry relevance and decision-making abilities, positive scores are assigned, enhancing our understanding of a lead’s potential value.

However, it’s not just about the positives. Negative scoring also plays a crucial role in this process. Factors such as lack of decision-making authority, invalid contact details, or simple inactivity are assigned negative scores. This approach ensures a balanced evaluation of a lead’s potential, helping you filter out low-probability leads and refine your marketing strategy.

Crafting Your Lead Scoring Model

Crafting a robust lead scoring model requires:

• A comprehensive review of contact properties
• A deep understanding of parameters that contribute to a lead’s value
• A collaborative effort between sales and marketing teams.

Setting Up Scoring Criteria

To set up effective scoring criteria, it’s important to consider both explicit demographic data and implicit behavioral data. But don’t forget about negative scoring. It’s essential to account for instances of lead disengagement to ensure a balanced scoring model. In HubSpot, criteria for lead scoring can be set using up to 100 groups of filter criteria, providing versatility for scoring conditions that impact the score.

It’s not just about setting criteria - ensuring the integrity of these criteria is equally crucial. HubSpot allows custom properties to be validated for data quality and configured with unique values or made searchable across the CRM, ensuring the reliability of your scoring criteria. By leveraging analytics and customer feedback, you can define scoring criteria based on empirical foundations.

Adjusting Points for Lead Actions

Assigning positive points for lead actions is a crucial part of lead scoring. Some examples of lead actions that can be assigned positive points include:

• Visiting your website
• Downloading gated content
• Requesting a demo or consultation
• Lead from LinkedIn ads
• Attending a webinar or event
• Engaging with your social media posts

These actions are significant indicators of a lead’s interest and readiness to engage, HubSpot will update the contact property original source according to these events.

But it’s not just about website activity. Social engagement , such as interactions with your brand’s tweets or post shares, can also be factored into lead scoring, use HubSpot tracking url to make sure it's updated. This helps gauge a lead’s alignment and engagement with your brand.

Additionally, high email engagement, particularly with high-value emails, can signal a lead’s potential readiness for further sales engagement.

Balancing Positive and Negative Factors

While positive scoring attributes are crucial, it’s equally important to consider negative scoring. Techniques like score degradation help to avoid inflated scores and filter out leads that become inactive or unfit for your sales pipeline.

Negative points can be assigned to certain undesirable behaviors or attributes, while positive points can be assigned to desirable ones. By considering these positive and negative attributes, this enables you to prioritize leads effectively, even amongst those with similar levels of engagement, by excluding non-prospects and adjusting the threshold of positive actions needed for sales team notification.

This balance between positive and negative scores ensures that leads are prioritized according to your business goals and buyer personas.

Predictive vs. Manual: Choosing Your Scoring Approach

When it comes to HubSpot, you have the power of choice - predictive scoring or manual scoring . Predictive lead scoring uses the power of machine learning to analyze data, automating the lead prioritization process, and integrating a variety of data sources to predict the most motivated buyers.

However, predictive scoring isn’t without its limitations. Some drawbacks include:

• The potential for one-size-fits-all results
• Lack of industry adaptability
• The process often remains a ‘black box’ that does not explain how scores are calculated.

On the other hand, manual scoring in HubSpot allows for customizable point assignments based on defined criteria, serving as a configurable alternative to predictive scoring.

Segmenting Leads with Multiple Scores

Segmenting your leads using multiple scores allows for more accurate targeting and prioritization. This can be particularly beneficial when dealing with new audiences, product lines, or different sales approaches like up-selling and cross-selling.

Segmenting can also help route leads to the right sales teams based on buyer fit and interest in specific tools. Different prospects can be held to different scoring requirements based on factors such as:

• company size
• annual revenue
• email domain
• custom properties

Segmenting your audience data based on common themes can refine lead scoring and messaging, particularly for businesses offering multiple products.

Implementing Lead Scoring in HubSpot

In HubSpot, you can customize the default HubSpot score contact property and create custom score properties for contacts, companies, and deals, if you have Professional and Enterprise accounts. This customization provides flexibility in optimizing your sales and marketing efforts.

During property creation, you can build scoring criteria directly, providing detailed customization of how scores are calculated. To set criteria for your HubSpot score or custom score property, navigate to Settings > Properties, search for and click on the property name to set criteria that will add or subtract points. You can test these criteria by selecting a contact name and viewing which criteria they met.

All records, including those with existing scores, will be reevaluated when criteria are saved, with scores updated to reflect new criteria. Remember to maintain clear documentation of the lead scoring criteria and any changes made to provide transparency and facilitate ongoing optimization.

Fine-Tuning Your Lead Scoring System

Fine-tuning your lead scoring system is a continuous process. Here are some steps to help you optimize your lead scoring system:

• Regularly review and adjust lead scoring criteria to ensure alignment with current business goals and market trends.
• Automate the lead scoring process to improve efficiency and accuracy.
• Use A/B testing to test different scoring models and identify the most effective criteria.
• Implement predefined workflows to streamline the lead qualification process. By following these steps and continuously improving your lead scoring system, you can optimize the qualification of leads and improve the efficiency of your sales process.

Feedback from sales teams and ongoing campaign analytics play a critical role in fine-tuning the lead scoring model, ensuring it aligns with the teams’ experience and market responsiveness. HubSpot’s real-time updating of score properties and reevaluation of all records, including existing scores, supports a model of starting small and scaling with precision.

Utilizing Lead Scores for Marketing Automation

HubSpot’s lead scoring isn’t just about prioritizing leads - it can also be a powerful tool in marketing automation. Here are some ways you can use lead scoring in your marketing automation workflows:

• Notify the sales team when a lead hits a specific score
• Send specific content to leads via email once they hit a certain score
• Trigger specific actions in your marketing automation workflows based on lead scores

HubSpot’s lead scoring models automatically adjust a lead’s score based on specific activities such as form submissions or whitepaper downloads, reflecting the engagement level of the prospect. Furthermore, HubSpot’s lead scoring system facilitates testing of score criteria for contacts, offering a practical view of how scores are calculated prior to implementation. By integrating lead scoring models within your marketing automation strategy in HubSpot, you can reduce points for interactions as they become less recent, helping maintain a focus on the more engaged leads.

Sales Alignment Through Lead Scoring

Aligning your sales team with your marketing efforts can significantly improve your lead scoring system. By establishing feedback loops, you can incorporate insights on lead quality and conversion rates into the adjustment of scoring criteria. Providing comprehensive training to sales teams on the lead scoring process and its use in automating sales prioritization can refine the sales approach and ensure that teams do not overlook quality leads.

Incorporating the sales team’s understanding of the ideal customer profile into manual lead scoring and establishing clear buyer personas enables sales representatives to:

• target and prioritize the most promising leads effectively
• establish clear thresholds for the transition from Marketing Qualified Lead (MQL) to Sales Qualified Lead (SQL) in the lifecycle stage
• track lead status to see the progress of your sales
• maintain consistent communication on these criteria

This can significantly enhance the handoff and qualification of marketing qualified leads, ensuring a smoother transition to working with qualified leads .

Reporting and Analyzing Lead Quality

Reporting and analysis are crucial to comprehending the efficacy of your lead scoring model. HubSpot’s reporting tools allow you to visualize the distribution of leads across different scoring ranges, helping highlight trends in lead quality and the effectiveness of lead scoring attributes.

Evaluating conversion rates of leads with different scores is key to understanding whether the lead scoring system is effectively predicting and improving the quality of leads passed to sales. Continuous analysis and incorporation of long-term trend data related to lead behaviors and conversion rates is essential for making informed adjustments to the lead scoring model.

Feedback from sales teams is crucial for ensuring the lead scoring model reflects real-world interactions and outcomes, allowing for refinement of scoring criteria to better identify high-quality leads.

Enhancing Lead Scoring with External Data

Integrating external data sources can provide a significant boost to your lead scoring metrics. The incorporation of AI into lead scoring processes enhances precision and accuracy by analyzing external data patterns that may be overlooked by traditional methods.

External data sources such as:

• online behaviors
• email engagements
• form submissions
• social media interactions
• Use HubSpot tools to enrich your CRM data .

can significantly improve lead scoring metrics. Third-party intent data feeds offer valuable insights into market activity, informing lead scoring, although care must be taken to select credible sources to maintain data integrity.

Lead scores can be enhanced by integrating CRM data and marketing automation platforms with HubSpot using tools like Segment, enabling a more dynamic and automated update of lead prioritization. However, HubSpot’s lead scoring capabilities can be limited when relying only on internal data, calling for the integration of additional customer data to optimize the scoring system.

Overcoming Common Lead Scoring Challenges

Despite its benefits, lead scoring isn’t without its challenges. To overcome limitations in HubSpot’s lead scoring, such as limited data and the use of generic fields, integrating advanced tools like MadKudu can be beneficial.

Automated lead scoring with tools like MadKudu addresses many challenges of manual lead scoring by eliminating much of the manual effort and employing statistical methods to qualify leads. Ethical use of data for lead scoring plays a critical role in maintaining trust with your prospects, ensuring you respect their privacy as you gather insights.

Regularly disqualifying leads that are unlikely to convert helps save time and resources, making lead management more effective.

To sum up, HubSpot’s lead scoring system offers an effective way to prioritize leads, align sales and marketing efforts, fine-tune your lead scoring model, and overcome common lead scoring challenges. Armed with this knowledge, you’re now equipped to leverage HubSpot’s lead scoring system to revolutionize your approach to prospect prioritization. The ball is in your court!

Frequently Asked Questions

How can i set up scoring criteria in hubspot.

To set up scoring criteria in HubSpot, utilize both explicit demographic data and implicit behavioral data. You can also validate custom properties for data quality and configure them with unique values.

Is HubSpot lead score automatically calculated?

Yes, HubSpot lead score is automatically calculated using their proprietary AI-based algorithm, which assesses the potential for a lead to become a customer. No manual editing of lead scoring properties is permitted.

Can you do lead scoring in HubSpot?

Yes, you can do lead scoring in HubSpot by using the "Hubspot Score" property, which allows you to award or deduct points for specific fields in a few clicks, enabling data-backed prioritization and timely follow-ups for closing more deals.

What is the typical lead scoring model?

The typical lead scoring model is based on important customer details and helps to focus on contacts most likely to convert, optimizing marketing efforts.

How lead score is calculated?

Lead score is calculated based on the lead-to-customer conversion rate, which is determined by dividing the number of new customers by the number of leads generated. For instance, if there are 50 customers from 350 leads, the conversion rate is 14%.

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HubSpot Lead Scoring: The Ultimate Guide for Beginners (2024)

Introduction.

Uncovering HubSpot's full potential doesn't have to be as arduous as decrypting Morse code. 

Say hello to Lead Scoring—a customizable, formidable tool nestled right inside your HubSpot dashboard—where you turn clicked links and opened emails into powerful business leads.

I've been using Hubspot for at least 3 years now, and I've found it to be very effective. Lately I've discovered the lead scoring features in the software and I've found them to be a game changer. 

We are stepping into an era where filtering your inbound traffic into sales-qualified leads dismisses mindless investment and attracts better-targeted prospects. 

Let's face it:  Time wasted on unproductive leads?   As frustrating as hunting for a needle in a haystack.  Congrats on making it here. You're about to learn how to set up lead scoring in HubSpot, streamlining your sales process like never before.

With three simple steps, you will quickly transform inbound traffic into meaningful business relationships.  In the e-commerce realm, untapped potential is a lost opportunity. Cue action, not regret. Say no to wasted time and generic leads. It's 2024—the year you revolutionized lead scoring.  Ready? Let's score some leads.

Step-by-Step Guide to HubSpot Lead Scoring Setup

• Decipher the complex maze of HubSpot's lead scoring system
• Embark on a guided journey of setting up score properties and assigning scores to leads
• Understand fundamental aspects to consider and the importance of each step in the process

Step 1: Understanding HubSpot's Lead Scoring System

HubSpot's scoring shouldn't intimidate you. Its prowess lies in its simplicity when fully understood. At its heart, it's a method to ascertain the probability of a lead transforming into a customer.

HubSpot has automated this grading mechanism where each lead is scored based on defined characteristics and behaviors.

Personally, I've found that lead scoring means I don't spend time on prospects that aren't familiar with my brand and therefore aren't likely to make a purchase right now. 

Typically a person is only in their buying window about 3% of the time. Lead scoring enables me to identify which of my audience is in their buying window right now and helps me to focus just on those customers.

But don't take my word for it. 

Here's an illustration of how lead scoring (or lack thereof) can impact a business.

The Importance of Lead Scoring

Lead scoring is the linchpin in marketing automation. It sieves through your lead ocean to spotlight those with high sales potential.

This sifted list, in turn, allows marketing and sales teams to target prospects strategically, ensuring resources are invested in the most promising areas.

Step 2: Setting Up Score Properties

Adventures in lead scoring begin with setting up score properties.

Score properties are the scales on which leads are weighed. It's a set of parameters that gauge a lead's projected value.

The process to set them up in HubSpot is straightforward. Navigate to your settings, select properties, and here you can create or manage your scoring properties.

Keep in mind: the more context-specific your score properties, the more accurate your scoring model will be.

Significance of Score Properties

But why fuss about score properties? It's through these score properties you can tailor the lead scoring process better aligned with your business goals and customer personas.

It's these score properties that collectively generate your numerical lead scores. Essentially, they form the backbone of your lead scoring.

Step 3: Assigning Scores to Leads

Mastering score assignment can give you the reins to effective lead management.

In HubSpot, assigning scores involves setting up scoring rules corresponding to your score properties.

You have the flexibility to assign positive or negative scores, depending on the lead's action or property. 

Choosing Factors to Score Leads

Choosing what to score can make or break your lead scoring model. As a rule of thumb, you can start from profiling your best existing customers, exploring common traits, and defining rules around those.

For instance, engagement metrics such as email opens, form submissions, website visits could be your go-to lead behaviour metrics.

Additionally, demographic information or specific interactions with your site can make worthy additions to your scoring factors.

All in all, assigning scores effectively is about finding the right balance between who your ideal customer is and who's most likely to close.

Here's some data showcasing the impact of effective score assignment on lead conversion rates.

Lead Qualification in HubSpot: Enhancing Your Marketing Strategy

• Strategic utility of lead qualification

Crucial contribution of lead scoring to lead qualification Now we walk into the arena of lead qualification and its crucial correlation with lead scoring. This brings yet another layer of strategy to our marketing efforts. 

Understanding Lead Qualification 

Drawing from the world of sales, lead qualification is nothing but a systematic evaluation process to identify if a potential customer is worth pursuing. 

Explanation of Lead Qualification

The process often takes into account various parameters like financial capabilities, product interest, market scenarios etc.

Here's how Hubspot explains lead qualification. 

Role of Lead Qualification in Marketing

For marketers, lead qualification can serve as a strategic tool to fine-tune their efforts. When leads are well-qualified, marketing efforts become more targeted thus saving crucial time and resources that may otherwise be spent on less promising prospects. 

How Lead Scoring Aids in Lead Qualification 

Once we dive into the nitty-gritty of lead scoring, it becomes easier to see how it plays a pivotal role in lead qualification. 

How Lead Scoring Helps in Qualifying Leads

In the realm of HubSpot, lead scoring grants you a quantified method for ranking potential customers.

This not only helps in segregating promising leads from lukewarm ones but also paves a data-driven approach towards lead qualification. 

Importance of Lead Scoring in Lead Qualification

Lead scoring inherently enriches the process of lead qualification. It allows businesses to engage and convert their leads at a much faster pace, thereby staying ahead of the competition.  The role lead scoring plays here isn't just about numbers—it's about assigning meaningful parameters that then transform into actionable insights.

The alignment of lead scoring and qualification paves the way for decisions that can potentially move the needle favorably, ensuring you connect with the right lead at the right time.

Demandgen has published this interesting ebook that covers use cases around lead scoring and how it helps conversions.

With a solid foundation of lead scoring and qualification in place, let's look into some more specific tactics that can further augment our strategic approach.

Best Practices for HubSpot Lead Scoring

• Continually revise your lead scoring criteria to maintain relevance
• Both demographic and behavioral data should inform your lead scoring. 

Regularly Update Your Lead Scoring Criteria

Lead scoring is not a set-and-forget tool. Market dynamics change, and so do customer expectations.

Consequently, outdated lead scoring criteria may misinterpret potential leads, wrongly devaluing prospective customers or falsely escalating poor-fit leads.

Therefore, revisiting your criteria remains a crucial practice to ensure your lead scoring stays aligned with current market reality.  It's necessary to update your scoring criteria in HubSpot. HubSpot's lead scoring feature stands out for its flexibility.

With its simple, intuitive interface, HubSpot allows you to quickly adjust scoring rules to reflect your evolving business objectives and ongoing interactions with leads.

However, making these changes without structured guidance or without understanding your leads and market can yield skewed results. How to update lead scoring criteria in HubSpot (click on image to see gif)

Use a Mix of Demographic and Behavioral Criteria

Leveraging both demographic and behavioral criteria paints a comprehensive picture of your leads.

Demographic data - age, location, profession, etc. - can hint towards a lead’s relevance. However, it's behavior that truly signifies interest.

Through behaviors (website visits, clicks, downloads), your leads express their preferences and receptiveness. Using both sets of data generates lead scores that reflect the prospect's relevance and readiness, thereby enhancing your lead segmentation.  Integrating demographic and behavioral criteria on HubSpot is not just possible; it's also surprisingly straightforward. Again, HubSpot’s flexibility assists.

The platform's interface empowers users to define impactful behaviors, value them according to their relevance, and add them to the lead scoring equation together with demographic data. Ultimately, successful lead scoring on HubSpot leans upon routinely updating your scoring criteria and judiciously blending demographic and behavioral data.

Incorporating these practices into your lead scoring process will ensure you're gauging your leads accurately, allowing for better resource allocation and improved sales and marketing alignment in the process.

Maximizing HubSpot Lead Scoring: Tips and Best Practices

• Discover how to align sales and marketing using HubSpot.
• Get insights on fine-tuning your lead scoring model.
• Learn how to implement these practices for better lead generation.

Align Sales and Marketing Teams

Effective lead scoring hinges on tight synchrony between your sales and marketing — a disconnect can lead to dodgy judgments on lead scoring, squandering opportunities. But how do you forge this alignment in HubSpot?   

The Need for Sales and Marketing Alignment

Sales and marketing alignment does more than lubricate the lead scoring mechanism — it's the wizard behind the curtain for closing deals faster and effectively.

When your sales know what the marketing team drives at and vice versa, your lead scoring ramps up, leaving no stone unturned for potential leads.

Achieving Sales and Marketing Symbiosis in HubSpot

HubSpot simplifies this task with its unified platform, enabling seamless communication between the two teams.

Collaborating through a shared dashboard lets both teams see the urgency, quality, and relevance of leads, breaking silo thinking and creating a concerted effort towards lead conversion.

Regularly Review and Adjust Your Lead Scoring Model

Success in lead scoring isn't a set-it-and-forget-it task. The secret is in regularly reviewing and tweaking your lead scoring model to respond to the changing dynamics of markets and buyer behavior.

The Importance of Regular Model Reviews

Just as musical instruments need timely tunings to maintain sound harmony, so does your lead scoring model to keep its precision.

Regularly reviewing it lets you capture evolving trends, changes in your buyer's journey and preferences, and to refine your lead scoring model for improved accuracy.

Fine-tuning Your Lead Scoring Model in HubSpot

HubSpot, flexible as it is, provides various metrics and measurable indicators to help you adjust your scoring model. For instance, you can tweak the scoring criteria based on conversion patterns, feedbacks, and changing trends in your audience behavior.

And with HubSpot's clear analytics, this isn't a complex task. You just need to make it a regular one.

Implementing these best practices into your HubSpot lead scoring strategy can significantly improve your lead generation outcomes, setting your business on a path to greater success.

HubSpot Lead Scoring for Business: Why It Matters

• Lead scoring filters high-quality leads for sales teams.
• It simplifies marketing strategies, honing in on promising leads.
• The ultimate goal? A real increase in revenue.

Improving Sales Efficiency

Every second matters in sales, and each outreach to an uninterested lead siphons precious dollars from your bottom line.

With HubSpot's lead scoring, you are not groping in the dark - your sales team gets its hands on valuable and interested leads, maximizing resources and boosting conversion rates. A high proportion of salespeople spend most of their time qualifying prospects instead of closing deals.

High-quality leads, delivered to your doorstep courtesy of lead scoring, revolutionizes this model. American Eagle, a retail titan, began their lead scoring journey and watched their sales skyrocket 

Enhancing Marketing Efforts

Imagine marketing free from guesswork, sculpted around an audience already interested in your offerings. Lead scoring in HubSpot makes this dream a reality, enabling precision-targeting that amplifies your marketing efforts. Nurturing leads good enough to score high eventually ensures they convert.

Increasing Revenue

The bottom line isn't merely one metric among many. Instead, it's the lifeblood of your business.

Steering high-scoring leads to your sales team isn't just about improving efficiency or enhancing marketing - it directly propels your revenue upwards.

"Getting Ahead with HubSpot Lead Scoring." Understanding HubSpot lead scoring isn't just about improving sales, it brings another level to your B2B engagement. It's about aligning your teams, prioritizing customer outreach, predicting leads, and enhancing communication - all of which lead to the real goal: meaningful relationship-building with your clients. Don't let the benefits sit idle. Download the HubSpot Lead Scoring guide, share it with your team, start prioritizing your leads, and watch your customer relationships blossom.  Now, take a moment to think: how can HubSpot lead scoring positively reshape your business interaction? "Because knowledge isn’t power; it’s potential power. Execution on that knowledge is power." So, get executing! Your journey starts here. Dive in, score those leads, and let HubSpot open doors to deeper customer engagement.

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Set your conversations routing rules

Last updated: January 29, 2024

Available with any of the following subscriptions , except where noted:

By default, incoming conversations are left unassigned in your inbox for your team to triage. If you're assigned to a Sales Hub or Service Hub paid seat , you can set routing rules so that incoming conversations are automatically routed to specific users and teams in your account.

Triage unassigned conversations

You can manually assign conversations to yourself from the Unassigned view in the inbox.

• In your HubSpot account, navigate to CRM > Inbox .
• In the left sidebar menu, select the Unassigned view, then click an unassigned conversation to open it.
• In the upper left, click the Owner dropdown menu and select your name . Or, enter your response in the reply editor, then click Send to automatically assign the conversation to yourself.

Please note: if only specific teams have access to the inbox , you can only manually reassign conversations to the main or extra team members of the associated teams.

Automatically assign conversations

Requirements for automatic routing.

• The user must have an assigned Sales Hub or Service Hub paid seat . If the user does not have access to a paid seat, you cannot include them in your routing rules.
• The user must have access to the inbox where the chatflow is set up. 
• The user must be selected under the  Assign To dropdown menu when configuring the  Send to team member action for your chatflow.
• If you select specific teams in your routing rules, incoming conversations can only be automatically routed to main team members . 

Set up automatic routing rules

• To edit your chatflow with live chat's routing rules, navigate to the chatflow's Build tab .
• To edit your team email channel's routing rules, navigate to the team email channel settings in your inbox.
• To edit your connected form's routing rules, navigate to the form's channel settings in your inbox.
• Click to toggle the Automatically assign conversations switch on.
• Specific users and teams: route incoming conversations to the users or teams selected. Select the users or team names from the Specific users and teams dropdown menu.
• For messages sent to your team email channel or submissions to your connected form , if more than one user is selected, emails will be assigned randomly to the agents specified.
• For messages sent to a live chat, bot, or Facebook Messenger account , if more than one user is selected, new conversations will be routed to the least busy available user . If the specified users and teams are unavailable, the incoming conversation will be left in the Unassigned view for your team to triage.
• Contact owner: route incoming conversations to a contact's owner. The contact must have an owner assigned to their record and be tracked with a cookie. If the owner is offline, the message will be emailed to the visitor's owner. When setting routing rules for chatflows with live chat, you can r oute messages from unowned contacts to a default user. Click the If there is no contact owner, assign to dropdown menu and select a user. The user you select must have an assigned  Sales Hub or   Service Hub  paid seat .
• By default, incoming conversations will only be assigned to agents that are available. If no agents are available, the email conversation will be unassigned. You can clear the Assign to available users only checkbox to turn off assignment based on agent availability.

• Click  Save .

Please note: the least busy available user is the user with the fewest chats assigned. When two or more users are tied for least busy, the chat will be assigned to the user who was assigned a chat less recently.

To set routing rules for chatflows with bots , learn how to use the Send to team member bot action .

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