HubSpot offers powerful scoring capabilities that allow you to segment, prioritize, and qualify contacts, companies, deals, and tickets effectively, enhancing your sales, marketing, and customer service strategies. But beware: data is a valuable resource, only if we know how to interpret it and use it strategically at the right time.
Think of scoring as a thermometer: it measures specific parameters that each business defines for its success. This is why it is critical to establish a clear process and identify precise goals within growth and improvement paths.
Using scoring in HubSpot allows you to:
- segment contacts: create lists of contacts based on their score to send targeted and personalized communications;
- qualify leads: identify the most promising leads and assign them to the sales team at the right time;
- automate processes: create automated workflows to assign tasks, send emails, or update contact information based on their score;
- improve performance: optimize your marketing and sales strategies to get better results;
- prioritize CRM data over procedures and activity flows
Are you using HubSpot scores
.The power2Cloud teams, Diamond Partner HubSpot, help companies like yours every day in quickly and effectively onboarding HubSpot to implement targeted strategies and optimize your marketing and sales efforts even with features like this.
Here is the complete guide for Contacts, Companies, Deals and Tickets.
Qualify Contacts and Companies with HubSpot's Scoring
- Engagement Score (HubSpot's Professional and Enterprise Hub) measure the engagement level of contacts and companies based on their interactions with your content, such as site visits, newsletter sign-ups, clicks on CTAs (call to action) and email opens.
For businesses, scoring is based on the actions of associated contacts.
For contacts, engagement scores evaluate the actions of a deal or any other contact-related data.
Let's take an example, a contact who regularly visits your blog, downloads resources and opens your emails will have a high Engaged Score, signaling a strong interest in your products or services.
- Fit score (available for HubSpot's Professional and Enterprise Hubs) qualifies contacts and companies based on demographic information against one of your "ideal customers" through property values, such as age, job title, company size or annual revenue.
A company with high turnover and a substantial number of employees, for example, might have a high Fit Score, indicating to you that it is a high-value potential customer.
- Combined ( available only for HubSpot's Enterprise plan) qualify records by cross-referencing Engament Score and Fit Score.
Deal-specific AI Scores: predict closing
If it's all great so far, wait until you discover the opportunities related to deal scores, a feature that measures and predicts the probability of a deal closing by analyzing historical data, customer interactions, and other relevant factors. All thanks to AI.
Of course, a high score indicates a higher probability of success, so you can focus your efforts on the most promising deals and prioritize the work.
Scores customized for your needs
In addition to the scores we've reviewed so far, HubSpot allows you to create several that are based on fixed rules, available as true poprieties of your CRM objects. For example, you can assign points to contacts based on their level of engagement on your social media or participation in online events. power2Cloud can guide you through this process.
How to use HubSpot scores?
How to use HubSpot scores? By combining all available ones, depending on their specific function, you can optimize your efforts, focusing on the leads, companies and deals with the greatest potential.
Score HubSpot for B2B
If you are a B2B company with scoring you can score contacts based on their business role, industry, company size and behavior on your website.
Contacts with higher scores can be considered leads more qualified and ready to be contacted by your sales team.
But it doesn't end there, you can cultivate long-term relationships and increase customer value through scoring you can identify B2B leads with the greatest potential for growth and retention.
Naturally, it will be strategic to continue to personalize communication, sending content specific to their industry or offering customized solutions based on their needs.
Score HubSpot for B2C
Does your company operate in B2C?
You can use scoring to segment end customers based on their interests, buying behavior, and other factors. This allows you to send personalized offers and promotions, increasing engagement and conversions.
Provide personalized product recommendations, improving the shopping experience and increasing sales by integrating loyalty programs into your B2C strategies to reward the most active customers and incentivize repeat purchases.
Score HubSpot for eCommerce
Cart abandonment, but also upselling and cross-selling or RFM matrices, focusing on personalization certainly supports your goals.
Here again scoring can help you identify users who have abandoned the cart but still have high potential, to send them personalized recovery emails, for example, with higher discounts.
You can identify new opportunities, such as offering complementary products, based on their purchase history and interests.
Customizing website content and offers viewed by eCommerce customers improves the browsing experience and increases conversions. Again, quickly analyzing data allows you to make informed decisions in a very short time.
How to apply HubSpot score for Customer Success activities
The scoring, with dedicated reflections, can also be applied to customer success activities.
- Identifying customers at risk
Scores customers based on their activity level, product/service usage, feedback provided, and other factors. A low score may indicate a customer at risk of abandonment.
The customer success team can then proactively intervene to resolve any issues and improve their experience.
- Segmenting customers by engagement level
Segmenting customers by their level of engagement can be a good idea!
For example, customers with high scores might receive premium content and offers, while customers with low scores might receive communications aimed at encouraging greater use of the product/service.
- Personalizing the customer experience
Personalize the customer experience according to the customer's level of engagement and needs: high-scoring customers, for example, might have access to dedicated support or customized training programs.
- Predict abandonment rates
Strategic scoring is one aspect that you absolutely cannot underestimate, the likelihood that a customer will abandon the service. This allows the customer success team to intervene early and implement targeted retention strategies.
Scores in HubSpot are a powerful tool, but they require a well-defined strategy to perform at their best.
Trust the expertise of power2Cloud, HubSpot's Diamond Partner, and we will guide you in implementing a scoring system customized to your needs, enabling you to achieve your marketing and sales goals more efficiently.