Lead scoring's useful because it automates the qualification process. This saves sales a whole load of time. That said, it's not a perfect system. The more proactively you monitor the leads in your nurture process, the fewer opportunities you'll miss.

If a lead looks like a great opportunity but the lead score is low, go with your gut and find ways to unlock the opportunity. Don't let technology tell you what to do.

Thresholds

Here are a couple of basic thresholds we use for qualifying subscribers, MQLs and SQLs.

MQL: Hubspot score is more than 31 but less than 60
SQL: Hubspot score is more than 60 but less than 80

Positive scores

Every company and buyer journey is different, so you may need to adapt these scores. But they should give you a useful starting point for setting up your own lead scoring.

Company name is known: +5
Mobile phone / landline number is known: +10
Job title is known: +2
Has filled out [insert guide form]: +5
Opened nurture series email #1: +2
Opened nurture series email #2: +2
Opened nurture series email #3: +2
Opened nurture series email #4: +2
Has at least one page view of URL email to [product LP URL]: +10
Has at least one page view of URL email to [contact page URL]: +10
Has at least one page view of URL email to [case study page URL]: +10
Has at least one page view of URL email to [content URL]: +5
Clicked the link to any link in nurture series email #1: +3
Clicked the link to any link in nurture series email #2: +3
Clicked the link to any link in nurture series email #3: +3
Clicked the link to any link in nurture series email #4: +3
Clicked the link to any link in outbound email #1: +8

Negative scores

Marketing emails bounced is known: -100

Has opted out of marketing information: -10

On this page

Lead Scoring Template
Thresholds
Positive scores
Negative scores
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