How to Hubspot: Unlock the power of lead scoring

Let me show you how to Hubspot:

Lead scoring is a powerful way to prioritise your leads based on multiple attributes, including the professional information they've submitted to you and how they've engaged with your website and brand across the internet. This process helps sales and marketing teams prioritise leads, respond to them appropriately, and increase the rate at which those leads become customers.

When setting up the lead scoring (please note, the native Hubspot property is called Hubspot score), you can add or remove points from contacts based on certain behaviour

In Hubspot, you can use lead scoring based on, and not limited to:

• demographic information
• company information
• online behaviour
• email engagement
• social engagement
• list memberships
• associated deal properties

Please, note, the score will only be impacted if the property value is known. Let's say you have 100 contacts and one of the attributes based on which you would score them is job title including "Director". The system will only work if you have the information in place. So, if you only have the job title filled for 70 of those people, only for them the score would increase accordingly. This can result in you having more relevant leads, and not knowing about them because of incomplete data. Check out the previous edition of the newsletter on tips about how to keep your database clean.

Pro tip: If you have any Professional or Enterprise Hub, you will have the ability to create custom score properties. This means that you can have multiple scoring models for contacts and companies.

What's new in Hubspot?

• Prospecting workspace - a new dedicated workspace for sales reps that consolidates the entire prospecting experience in HubSpot. This workspace will help reps organise their day efficiently, keep them focused on their daily activities, surface new or urgent activities requiring their attention, and tie everything they do to their big-picture goals. Full release notes here.
• Approvals to send marketing emails - Hubspot has introduced the ability for marketers to request approval before sending a marketing email. This can be useful in many scenarios where a sign off is needed before an email goes out. See how it works here.