HubSpot introduces a new lead scoring area along with additional features, enabling sales teams to prioritize the most promising leads more easily and effectively.
What’s New?
- You can now set pipeline rules to establish well-defined lead-scoring criteria.
- A lead sidebar has been integrated into the Sales Workspace.
- CRM lead summaries can be filtered and customized for specific analyses and reporting needs.
- The score designer allows flexible scoring criteria based on lead behavior and demographic characteristics.
What’s Different from the Previous Score Feature?
Previously, the standard contact property "Lead Status" was too rigid for many processes.
In the lead-scoring area:
- Negative scores are no longer possible.
- The score is capped at one hundred and is not as customizable as before.
-> Going forward, old lead scoring may need to be migrated.
Why Does This Matter?
In times of declining lead quality and longer sales cycles, clear lead prioritization is essential. Companies face the challenge of converting visitors into leads and, ultimately, into customers.
- Effective Lead Qualification: The platform enables targeted identification and prioritization of valuable leads using a score designer that considers relevant criteria, such as behaviors and interactions.
- Shorter Sales Cycles: Focused tracking of leads with high success potential enables sales to work more efficiently.
- Adaptable Score Reports: AI-driven analysis allows teams to set priorities based on data, objectively measure lead-scoring success, and continuously improve.
What Do the Tools Include?
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Score Designer: Users can define contact and company scores based on interactions or demographic features, creating tailored scoring models for the company.
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AI-Assisted Lead Scoring: With the new AI-powered feature (available in private beta for Enterprise), highly promising leads can be identified through a combination of data analysis and human intuition.
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Score Thresholds: For clear understanding and consistent evaluation, scores can now be categorized into "high," "medium," and "low."
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Lead Pipeline Rules:
- New Leads in One Phase Only: New leads can only be created in a designated lead phase.
- No Phase Skipping: Leads must go through each pipeline phase in sequence but can be moved directly to a closing phase.
- No Backward Movement: Prevents leads from being moved to earlier stages.
Available in Sales Pro and Sales Enterprise, public beta.
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Lead Summaries: This area, designed for admins, provides access to and management of lead data to understand lead performance within the portal. It combines standard object index page features with embedded lead funnel reporting.
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Lead Sidebar in the Sales Workspace: This new sidebar is exclusively for leads, complementing prospecting queues. Staff can customize the properties shown in the "About this Lead" section and allow SDRs easier access to the contact and company information linked to a lead, enhancing prospecting.
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Lead Score CRM Card and Score History: The new CRM card and score history panel allow marketing and sales to view a lead’s score and its history directly on the contact profile, including the activities that influenced the score.
Example in Practice
A B2B software company wants to ensure that its marketing and sales teams focus on only the most qualified leads to improve conversion rates.
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Current Situation: The company sees high website traffic, but only a small percentage convert into customers. Sales reps spend considerable time with leads who later turn out to have low potential.
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Solution:
- The company sets up the AI-assisted Engagement Score in lead scoring to evaluate leads based on successful past interactions.
- Score categories “low,” “medium,” and “high” are added to ensure consistent evaluation across the company.
- Sales teams also have an overview of all leads and can filter based on specific characteristics through the summary view.
- With the lead score CRM cards and sidebar, employees have detailed insight into the lead score’s development and can personalize customer interactions accordingly.
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Result:
- The marketing and sales teams can focus on high-score leads, increasing efficiency and success rates.
- Teams work more cohesively with a clear understanding of the scoring system, improving communication and lead follow-up.
Availability
These features are available to all HubSpot customers, with AI-assisted Engagement Scoring and Score Reports as a private beta for Enterprise customers and pipeline rules available for Enterprise and Professional customers.
Further Information