HubSpot Score: HubSpot CRM functions Explained

The HubSpot Score is a critical component of the HubSpot Customer Relationship Management (CRM) system. It is a tool that allows businesses to assign a numerical value to their leads based on various criteria, enabling them to prioritise their marketing and sales efforts effectively. This article will delve into the intricacies of the HubSpot Score, explaining its functions and how it integrates with the overall HubSpot CRM system.

HubSpot CRM is a robust platform that helps businesses manage their customer relationships in a streamlined and efficient manner. It offers a range of tools and features, one of which is the HubSpot Score. Understanding the HubSpot Score and how to use it effectively can significantly enhance a business's CRM strategy, leading to improved customer engagement and increased sales.

Understanding the HubSpot Score

The HubSpot Score is essentially a lead scoring tool. It assigns a numerical value to each lead based on a variety of factors such as the lead's behaviour, interaction with the company's website and content, and demographic information. The higher the score, the more valuable the lead is considered to be.

This scoring system allows businesses to identify their most promising leads, enabling them to focus their marketing and sales efforts where they are most likely to yield results. It also helps businesses to segment their leads, allowing for more targeted and personalised marketing campaigns.

Criteria for Scoring

The criteria used for scoring can be customised to suit the specific needs and goals of a business. Some of the common criteria used include the lead's industry, job title, location, and the size of their company. Behavioural factors such as the lead's interaction with the company's website and content, their response to marketing campaigns, and their purchase history can also be taken into account.

Each criterion is assigned a weight, which determines how much it contributes to the overall score. The weights can be adjusted as needed, allowing businesses to fine-tune their scoring system to reflect their current priorities and strategies.

Calculating the Score

The HubSpot Score is calculated automatically by the HubSpot CRM system. The system takes into account all the criteria and their respective weights, and assigns a score to each lead accordingly. The scores are updated in real time, ensuring that businesses always have the most up-to-date information at their disposal.

The scores can be viewed directly on the lead's profile in the CRM system, making it easy for businesses to track their leads' progress and adjust their strategies as needed. The scores can also be used to trigger automated marketing actions, such as sending a follow-up email when a lead reaches a certain score.

Integrating the HubSpot Score with the HubSpot CRM System

The HubSpot Score is fully integrated with the HubSpot CRM system, allowing for seamless interaction between the two. This integration enables businesses to leverage the full potential of the scoring system, enhancing their CRM strategy and driving their sales and marketing efforts.

One of the key benefits of this integration is the ability to use the scores to segment leads. Businesses can create segments based on score ranges, enabling them to target their marketing campaigns more effectively. For example, they can create a segment for leads with a score above a certain threshold, and target them with a specific campaign designed to convert high-value leads.

Automating Marketing Actions

The integration of the HubSpot Score with the CRM system also allows for the automation of marketing actions based on the scores. Businesses can set up automated workflows that trigger certain actions when a lead's score reaches a specific threshold. This can include sending a follow-up email, alerting a sales representative, or moving the lead to a different stage in the sales funnel.

This automation not only saves time and resources, but also ensures that no opportunities are missed. It allows businesses to respond quickly and appropriately to changes in a lead's score, maximising their chances of converting the lead into a customer.

Tracking and Reporting

The HubSpot CRM system provides comprehensive tracking and reporting features that can be used in conjunction with the HubSpot Score. Businesses can track the changes in a lead's score over time, providing valuable insights into the lead's behaviour and engagement levels. They can also generate reports on the distribution of scores among their leads, helping them to understand the overall effectiveness of their scoring system.

These tracking and reporting features enable businesses to continuously monitor and evaluate their scoring system, making necessary adjustments to improve its accuracy and effectiveness. They also provide valuable data that can be used to inform future marketing and sales strategies.

Benefits of Using the HubSpot Score

The HubSpot Score offers numerous benefits for businesses, particularly in terms of enhancing their CRM strategy. By providing a quantifiable measure of a lead's value, it allows businesses to prioritise their resources and efforts effectively, leading to improved efficiency and productivity.

Furthermore, the scoring system enables businesses to personalise their marketing campaigns, leading to improved customer engagement and conversion rates. It also provides valuable insights into the behaviour and preferences of leads, helping businesses to understand their audience better and tailor their offerings accordingly.

Efficiency and Productivity

By allowing businesses to identify their most valuable leads, the HubSpot Score enables them to focus their marketing and sales efforts where they are most likely to yield results. This not only improves efficiency, but also increases productivity, as businesses can allocate their resources more effectively.

Furthermore, the automation of marketing actions based on the scores saves time and resources, allowing businesses to streamline their processes and focus on their core activities. This can lead to significant cost savings, as well as improved customer service and satisfaction.

Customer Engagement and Conversion

The HubSpot Score allows businesses to personalise their marketing campaigns based on the value and behaviour of their leads. This personalisation can significantly improve customer engagement, as it ensures that the content and offers are relevant and appealing to the lead.

Furthermore, by targeting their efforts towards high-value leads, businesses can increase their conversion rates. High-value leads are more likely to be interested in the company's offerings and to make a purchase, making them a prime target for conversion efforts.

Insights and Analytics

The HubSpot Score provides valuable insights into the behaviour and preferences of leads. By tracking the changes in a lead's score over time, businesses can gain a deeper understanding of the lead's engagement levels and interests. This can inform their marketing and sales strategies, helping them to tailor their offerings to meet the needs and preferences of their audience.

Furthermore, the reporting features of the HubSpot CRM system provide comprehensive analytics on the distribution of scores among leads. This can help businesses to evaluate the effectiveness of their scoring system and make necessary adjustments to improve its accuracy and effectiveness.

Enhancing the use of the HubSpot Score functionality

Now you have a solid understanding of the HubSpot scoring functionality, you can now get creative; Introducing the MES (Marketing Engagement Score) and SES (Sales Engagement Score) - exclusively from Project36:

The MES score

The MES or Marketing Engagement Score is a score based on the interactions your prospects have with marketing specific assets. This could be website page views, blog views, forms, CTAs, social posts and so on. Basically anything that 'Marketing' generated can be scored against under MES.

This score then gives you a clear view on the prospects engameent with marketing activity. A high score here indicates your prospect is highly engaged with your sales efforts and vise-versa.

The SES score

The SES or Sales Engagement Score follows the same principles as the MES score, except it is tracking engagement with sales activities; sales emails, reads, opens, replies, meetings, proposal / document opens, webinar attendance and so on.

A high score here indicates your prospect is highly engaged with your sales efforts.

The Prospect Score

The Prospect Score is a simple calculation of MES + SES and is a HubSpot calculated field. The higher the combined score the more engaged your prospect is.

Putting MES, SES and Prospect Score to work

Using MES, SES and Prospect Score can be a game changer in surfacing engaged contacts from your CRM. 

As a basic rule, we trigger MQL creation once a contact has acheived a Prospect Score of 100 or more. This can be from MES or from SES or a combination of the two.

For example if a contact scores 90 for MES and 10 for SES, their combined Prospect score would equal 100, the threshold for MQL creation will have been met and the MQL will be generated.

We also create lists to track progress of contacts;

• Prospect Score 0-39 = Cold
• Prospect Score 40-59 = Warm
• Prospect Score 60-79 = Hot
• Prospect Score 80-99 = MQL Pending
• Prospect Score 100+ = MQL

From these lists we can see where to focus sales and marketing efforts in order to move contacts from one list to the next. So where we have a cohort of contacts in 'MQL Pending' we know they don't need much interaction/engagement in order to progress to 'MQL' - so we can reach out to this list and move the needle.

Conclusion

The HubSpot Score is a powerful tool that can significantly enhance a business's CRM strategy. By providing a quantifiable measure of a lead's value, it enables businesses to prioritise their efforts effectively, leading to improved efficiency and productivity. Furthermore, the integration of the score with the HubSpot CRM system allows for seamless interaction and automation, enhancing the overall effectiveness of the CRM strategy.

With its numerous benefits and features, the HubSpot Score is an invaluable asset for any business looking to optimise their CRM strategy and drive their sales and marketing efforts. By understanding the functions of the HubSpot Score and how to use it effectively, businesses can leverage its full potential and achieve their business goals.

Take Your CRM Strategy to the Next Level with Project36

Ready to transform your CRM strategy and harness the full power of the HubSpot Score? Project36 is your expert partner in elevating your B2B marketing efforts. As a certified HubSpot Solutions Partner Agency, we specialize in maximizing the potential of the HubSpot suite for businesses like yours.

Start the conversation today and see how we can help you build a CRM strategy that delivers transformative results.