Build a lead scoring model you can set up this week
Choose the signals that indicate a lead is good, set the points, and test the model on a sample lead. You receive a setup sheet to copy into your marketing platform. Nothing you enter leaves this browser.
1. Choose your signals and points
Fit signals determine who the lead is. Intent signals determine what they’ve done. Negative signals subtract points. Turn off anything you can’t track, change any point value, and add your own signals at the bottom. The last column lets you check off the signals a sample lead has.
| Use | Signal | Points | Test lead has it |
|---|
2. Set the bar for sales-ready
The fit minimum keeps a student or a competitor who clicks everything from reaching your sales team. A lead has to clear both numbers.
Test lead fit
Test lead intent
Negative
Total score
3. Your setup sheet
| Type | Signal | Points | Typical field or activity |
|---|
- What to watch for: these points are a starting model. Check them against your last 20 to 30 closed-won and closed-lost deals: signals that show up in wins deserve more points, and signals that show up equally in losses deserve fewer. Review the model each quarter. Field names follow common HubSpot naming, so confirm each one in your own portal.
Want a second set of eyes on your scoring model before it goes live? Let’s work through it with your closed deals.
Book a working session