Lead Scoring @ the HubSpot Admin HUG 🐙

Welcome everybody to another event of the HubSpot Admins Hug. Thanks so much for being here. I hope the process entering this webinar was smoother than it was last week. If this is your first time joining us, welcome. We are here every Tuesday going deep into HubSpot topics. And this page is your source of truth for our upcoming events. So today, we are here with Melody and we're gonna go all into lead scoring, the scoring tools inside of HubSpot. Next week Harrison's here to give an overview of reporting. We try to do that a couple times a year here because we know how important that is to you. It is not on the calendar yet, but in between these two, on the 17th, we are going to do some networking and now that we're in Zoom, Breakout rooms are gonna be pretty cool. We'll be able to let you self-select into industry-based networking. Deanna's hiding. This is all theory at this point, but we're pretty sure we can make it all work, and it's gonna be great. So keep an eye out for that one. And then after that, we'll be talking about Breeze Assistant. And so one of the leaders of our product team over AI stuff is gonna talk about what it can do, where we're headed with it, answer all your questions. So that's what we've got scheduled so far. Keep an eye out. We're gonna be scheduling a lot more soon. This is our YouTube channel where you can see our past events. So if you've ever missed an event or want to rewatch one or want to share it with someone, or if last week you had trouble logging in, you can, you can come see the recordings here. And we have 206 videos here, all hour-long deep dives into various parts of HubSpot. So that's definitely worth checking out too. Um, we just had a show and tell last week. It was awesome. We love it when you all share with each other and with us, uh, things you've built in HubSpot that you're proud of. So anytime you build something you're proud of, you overcome a challenge, you figure out a really cool workaround, um, whatever, you learn a lesson as an admin, please fill out this form. Let us know about it. We will gradually aggregate these as they trickle in, and once we have 4 or 5 of you, we will work with you to schedule an event where you can share that with the group. I think this peer-to-peer learning is some of the most powerful stuff we do here. Would love to do it more often. I know you're all doing cool stuff on a regular basis, so share, share, share. Um, this is our space on HubSpot Community. Um, we are trying to figure out how to lean into this more. Uh, let us know if you have ideas, uh, but it exists and it's there for us. Um, we also do a lot on LinkedIn. Deanna and I are both very active on LinkedIn, so connect with us individually, find the Admin Hug group, follow the Admin Hug handle And we will do our best to share with you lots of useful HubSpot resources. I've got the Bootcamps tab open. I bet they are all full. Yep, they're all full. Never mind, you saw nothing. It's not, we'll skip it. Again, we are here every Tuesday. If there's something you would like us to cover, a topic you would like us to go deep into, or if there's a speaker you'd like to hear from, please submit this form or reach out to me or Deanna individually. Again, you can connect with us on LinkedIn. We love to hear from you. We want to make sure these events are as valuable and relevant to you as possible. So let us know what you'd like us covering here, and we'll cover it. And finally, this page is different now, Deanna. It's a resource page Deanna has put together. It's just adminhug.info/m/housekeeping. Everything I've shared today, all the links and more, you can find them here. This is kind of your one-stop shop for everything you want to know about what's going on with the Admin Hug. And with that, I will stop sharing and I'm going to turn it over to my friend Melody. Melody, thanks so much for being here.

Thanks so much for having me, Kyle and Deanna. Hi everyone. Thanks so much for your time and joining us. I'm going to share my screen. Got a few slides just because I'm a very visual person, but also keeping this casual, go with the flow. If you have any questions in the chat, I'll do my best to answer them. Otherwise, we also have an opportunity at the end of the session.

Great.

I think folks should be able to see my screen. Good. Okay, awesome. Well, welcome to Lead Scoring. Again, my name is Melody. I am the Associate Product Manager for Lead Scoring at HubSpot. And fun fact, before that, I actually was a former marketer on HubSpot Academy. So full circle, used to work with Kyle Jepson. Great to be back, and I am representing with my HubSpot Academy shirt here. So I would say formally being a marketer and now being in product has actually been really fulfilling because I feel like I have a lot of empathy for our go-to-market teams or marketers who are trying to use lead scoring. So my goal is to see what I can do to make it even more marketing, sales, and admin friendly. So for those who are brand new to lead scoring, customers, or should I say users, come to lead scoring because they want to prioritize and rank their high-value leads in and be able to improve their conversion rates. And the way that you would do this is we take fit data and engagement signals to give you a numerical score so that you can do that prioritization and ranking. I mean, that was it. No, so we'll go straight into the demo. And what I'll do is I'll go into the, I'll go into the software, kind of start from the very beginning of what to think about as you're going into lead scoring, show all the different features. And also point out some of the new features that just came out since earlier this year, as well as some upcoming features that we will be launching. Before I do that, let me just keep an eye on the chat. If there's anything, I'm going to—

I mean, mostly just complaints about the weirdness of Zoom. You're doing great. Okay, thank you.

You had me at complaints. I was like, already? Sounds good. All right. So when, actually, you know what, in the chat, I'm curious what maybe if folks, if they wanna share a little bit about like what type of business they have, like if it's a larger business or smaller business or even maybe like some of the ways that they're already scoring. So like for example, I say this 'cause I think before you even build a lead scoring model, you kind of wanna start at like the end goal, right? You wanna think about what is the information that you really need to determine that something is an MQL or an SQL that you want your sales team to really pay attention to and follow up or have your marketing team nurture. So like starting from there, based on like what information you need them to have to make that determination and take that action, then work your way backwards. So for example, if you are a smaller business, we notice a lot of users, they tend to create more general scores. So like, maybe they have a few fit scores, but then for engagement, they're just scoring on general engagement, say from like 0 to 100. But if you're a really large enterprise business, we've seen those users create scores that are specific to specific product lines or specific service lines, so that if their sales team works in a way where they're really focused on those specific product or service lines, then they can see if a contact is like scoring really high in product X versus product Y. Just as like another way to approach it. Taking a look at the chat. Oh, it's really blowing up. And the musicians are playing. So if you can hear that, free concert, guys. I'm gonna try to like not let it distract me, but they're doing great. Okay. Give me one moment, guys. This is it. Why didn't HubSpot send out updated links for these events? Oh no, I don't think that's related to me.

Yeah, not, not events like event scoring. Yeah, I apologize everyone for the confusion getting into the Zoom today. Uh, we are, uh, yeah, we could tell you a long sob story about how hard it's been, but it's getting better. And, uh, each week it'll be progressively better. So Stick with us and we'll get there. There are some questions for you.

Yes.

Melody, kind of in the 11:07 time, Chad had a question about fit and engagement and—

Yeah, yeah, great question. Okay. Yes. I'm also seeing— Oh, Erica, good to see you. Yeah, we've chatted a few times. I'm seeing some enterprise B2B SaaS, a lot of B2B. Yeah, I would say I, I, we have a lot of B2B users. We also have a lot of healthcare users, which I, I thought was interesting. I've spoken to a lot of healthcare customers recently.

Yeah.

Okay. That's a great question. I think that just kind of leads us into the first step. So when you're in the lead, this is the lead scoring homepage here. You're already see a bunch of drafts or scores are already turned on and you have two options here. You can create score or create score with AI. I'll show the create score with AI first. Here you can decide between a fit or an engagement score. So fit is, think of all the properties that you would consider to be a good fit for your company. So whether it's like, so if it's like a contact fit score, think of it as, is there a certain job title that you would rank higher than another? So like maybe if a VP is on your website, Or if a VP is engaging with you versus maybe like an intern, no offense interns, but if you can determine like what profile makes the most sense for a fit score. And then it's kind of similar for a company fit score. Say if it's like a certain industry, certain company size, et cetera, and you can associate your contacts to companies, that's how you wanna think about fit, right? It's like you are or you are not this. Engagement is all about those behavioral signals. So how are they engaging with you? Are they engaging, going to your website? Are they submitting a form? Are they open, clicking your links in your emails, etc.? So that's why the best practices is to kind of think about fit and engagement separately. And the combined score actually allows you to combine the two. Is just a, like a numerical sum, but then you actually, when you create a combined score, it gives you the fit, the separate fit and engagement score as well. So for the, this AI score here, let's do engagement. What this does is it's going to analyze your conversion data. So you've set a start and end stage as well as a timeframe. I believe you need to have at least 25 like data points. So like say like 25 conversions for this to work so that they could actually analyze and see a pattern. And it will produce that score for you. But we're going to start with the regular create score. So with lead scoring, the type of objects you can score on are contacts, companies, and deals. And then here is where we have the combined score and the separate engagement and fit score. Same for company, and then deals is just its own score. Think of it as like a combined score. Let's start with companies because that's easier. So when you create a combined score, yes, you're creating a combined score, but you're actually also, you're creating that fit score and engagement score at the same time. It's basically allowing you to create both in the same window versus separately. And you do get the actual separate properties. So when you create a combined score, you get a fit score property, engagement score property, the total score property, so that's the combined score, and as well as the threshold property. Whereas if you were going to create, say, just an engagement score on its own, you get just the engagement score property and then its threshold. And I'm just trying to see if there's anything else, kind of early questions before I keep going. Where do we see those templates? I only have scratch. So we, so lead scoring right now doesn't have templates. House scoring actually does. It is something that we are exploring. But if you use the Start with AI.

Yeah.

Oh, go ahead, John.

Specifically talking about the AI, which is, is that an enterprise feature?

Yes. Yeah. Oh yes. So I am in an enterprise portal right now. So the key differences between the pro and enterprise is, uh, Pro right now you could do 5 scores, Enterprise you can do 50, and then Enterprise also comes with the Create Score with AI. Um, this might change in the future, but right now that is the model. And then also, if you have Marketing Hub, you can score contacts and companies. If you have Sales Hub, you can score companies or deals. But then if you have both Marketing Hub and Sales Hub, you can score all 3 of those objects. So it is a little bit dependent on the subscription that you have. Vanita, apologies if I'm mispronouncing your name. Yeah, so you wouldn't be able to use that AI feature. But when I talk about what's on the roadmap, we will, we will get to that in a bit. All right. So back to where we were, I'm going to go back to that combined score that we started off with. So I'm going to click just one of these to get us started. I mentioned how a combined score really is a fit score and an engagement score in the same window. You get 4 different properties once you're finished. And, and I also mentioned earlier, like, think about, start from the end, like, what's your end goal? Work your way backwards. Think about what makes sense for your business. So is it more that you have very specific, like, ICPs or fits, or very specific, like, product lines? Or maybe for you, you have one main, ICP that you really care about, one main fit that you really care about, and then you care more about that general, general engagement. And what I mean by general engagement is tracking all engagement versus maybe you only want to track like this specific webpage or this specific campaign, etc. So I'll kind of speak more generally and then I'll give examples of what more specific looks like. What are the names of the actual properties that now have the scores? So you can actually label, you can rename the properties, but it would be a fit score value, engagement score value, total score value, and thresholds. All right, so now that you're in this tool, think about the score from a hierarchy. There's, there's like 3 hierarchies you want to think about this. The, the top layer hierarchy is your total score. So just for simplicity of numbers, let's say, you know, your scoring model is from 0 to 100. We have this negative 100 here because we recently came out with an update where we allow final total scores to go negative if you use a lot of subtraction points. But just for simplicity's sake, think of it as 0 to 100 for fit, 0 to 100 for engagement, and then your combined score is the sum of those two. So that's why it's like 0 to 200. So say like the absolute best fit or the absolute best engagement is 100. And then you wanna think about what are your thresholds? Like what is good, what does high, medium, low look like for you? So fit, we represent using letters, so level of fit, and then engagement we represent using numbers. So for you, if you consider like a high fit is 75 to 100 and high engagement 75 to 100, you can keep this as is, but you can also adjust these depending on what your scoring model entails. First layer is the total score and the thresholds. The second layer is that total score can be broken up into groups. The groups, they can all add up to the total score. For example, if you had Oh, there's another thing. Event, when you think event, think engagement. And when you see property, think fit. So say you create a bunch of event rules, those all go towards your engagement score. And then you create a bunch of property rules, those all go towards your fit score. So that's the second layer, these different groups. And then beneath the third layer is the individual rules. So let me actually pull up an actual example here. So here you're going to see within an event group, we already have a, we already have some rules added. So this is ad interactions and social. This is another event group. Let me find a property group. Okay, so here's one where we've got a, this is the property group and we've got various property or fit rules like job. Oh, this is the one I was mentioning earlier, job title. And depending on what the job title is, you can give different weights of importance based on that job title. You've also got associated company. Oh, it's associated company has a certain number of employees, etc. The reason why we have these different groups, one, it does help with kind of organizing between event versus property. But another reason why it's helpful is because you can use this optional group limit to be able to cap groups. So for example, right now this group limit is optional. So, and the way this rule reads is, I'll use this example. For every ad interaction a contact has, you're gonna get 1 point. And so if you don't cap this, what if you had a contact that just like, you almost like more spam, like they just keep interacting with your ads and they like rack up 75 points. You probably would consider that an MQL. And so the group limit acts as a way to keep certain rules from inflating or certain events from inflating the score. And inversely, just as you don't wanna inflate, maybe you have a certain event that you consider to be an automatic MQL. So for example, registered for a marketing event, we could actually— what I'll do is I'll remove the group limit here. And let's say this was actually like, this is an automatic MQL, automatic 75 points. That way, if you remove the group limit and this is like the rule that you consider to be an automatic MQL, this will kind of— this will not be capped. This will not be sort of outweighed by any other rules in your score and allows for this rule to kind of like bubble to the top or just like be the most prominent. But yeah, that's the sort of the benefits of having these groups and why we have these optional group limits versus like providing a cap to balance out the score. And then, so yeah, or think total score as your first layer and your thresholds of what you consider to be MQL, SQL. Second layer is group. And then third layer are the individual rules or the individual criterion. I'm going to take a look at this chat.

Yeah, I saw a question scroll by a little bit ago. Just some confusion about what counts as an event. So properties, I don't know, maybe properties is pretty clear to everyone. Properties are stored on the individual record. In this case, a contact record has property values. Events are like actions and triggers. Can you just like add a new event? Thing and just show them the dropdown of all this stuff it can be?

Yeah, definitely. Also, Casey, good to see you're here. Yes. And also another way to think about it is if you've used the workflows tool or the segments tool, it's very similar. So actually, let me just create a new event group to show. So when you click add event criteria within an event group, these are all the different events. And so you've got ads, calls, CTA, you've got custom events as well. Anything that you see like this kind of trident symbol, it means that it's an association event. So it's like something that's happening on the company level, which is you can do intent signals. Social media was something that we did, or we launched later last year. You could also do for really advanced scoring, you could do like workflow enrollment, or we just came out with segment membership. So that's if you created a segment with really complex and/or statements, and then you want to say, if they belong to this segment, give them 30 points only if they belong to this particular segment. I'm trying to think if there's anything else.

Yeah, no, that's great. I think whoever asked the question mentioned like email clicks. Yes, that's in here. Melody mentioned custom events. Those recently just came down from enterprise to professional. All you professional users out there, time to figure out how to build and use custom events. It opens up a lot of opportunities for you. That's great. Another question I saw, Melody, is someone asked if they are missing out on any features if they build a fit score and an engagement score and then use a calculated property to combine the two. Logically any different than building it here?

Great question. I would say I'm thinking through the differences because after we came out with this, the ability to negative score update, I think the main difference that they might be missing out on is this thresholds property. Because if we look at the here and go into this one. If we look at this, they would basically have the engagement score and the only like this like one-dimensional threshold for engagement score, same for the fit score. The calculated property, yes, it acts as a combined score and it should work, it should work the same way that we also calculate because we, we really do just the, the final two values together. So let's say this was like 50 plus 50, it would be 100. So yeah, I'd say the main thing is they wouldn't be able to leverage this 2x2, this two-dimensional kind of like fit versus engagement. Yeah, I would say that's the main thing. And actually, this is probably— I'm kind of skipping ahead to a future roadmap feature, but because this is related, I wanna share that something that's coming very soon, literally this month, is once you turn on a score and this 2x2 matrix, and this applies to the, the one-dimensional matrix as well, once it populates your different contacts, leads, you're actually able to click this and you're gonna be able to see like, who are these 14 contacts that are here?

Oh, wow.

Then be able to like use in segments, use in workflows, use in views. And when you click on set, use in, it'll automatically be like, okay, this already populates the filters of this score, this threshold. Here's your segment, or here's your workflow.

That's cool. So it seems like, yeah, exactly, Chad. If forever was Joshua, maybe that was doing this separately, you could get the same results in the end, but you're not going to get as much stuff just for free like that, right? You would have to go manually build those segments and and those kinds of things. So that's, that's cool. One other— there was some hubbub in the chat, it's gone now, about some people. So you were talking about like applying different scores and the group maximums and stuff. People are asking for advice on how to set these numbers. Some people were saying they just feel like they're guessing. Casey, who you saw in the chat, has had pretty good luck, it sounds like, asking Breeze to suggest numbers. Someone else said AI just makes up numbers and they don't trust it at all. Do you have an idea for, like, I assume a first iteration of this is usually some sort of hypothesis and then you refine it over time. Do you have advice on how that process should go?

Yeah, yeah, definitely. No, I would say that's definitely one of the, I think, biggest, one of the main challenges we see that our users face. I think it, I sort of think of it as two ways. Like I think of it as those who maybe they're, those who say they already know what works for their team. So like if you, if the marketing and sales team, if they're like really tight and they know what leads to conversion, it's like known rules. And wanting and just need to like add it to the lead scoring model, this definitely serves that purpose and you're able to, I even sometimes suggest like starting off in a Google Sheet or an Excel sheet and kind of seeing like, okay, these are the rules that matter, these are the weights I assign. But I understand that that's very, that's still maybe some guessing, that's still kind of manual. And so one of the things I was, I was gonna allude to as well for the roadmap, yes, we have the create score with AI feature, but we are investing a lot in making that more robust and doing, trying to do a better job of suggesting what the weights should be based on your past conversion data. Actually, we do have a beta now, which is called High Impact Pages. And if you click See High Impact Pages, right now it's showing any goal stage, but you could filter it based on like what goal stage matters, matters the most. I'm just gonna use lead for now and goal met window. And what this does is right now it's URL path, but it's telling you all of your web pages that are integrated into HubSpot and what the conversion rate has been based on like companies that actually converted. And then there's also an estimation of confidence. So by using this, this will help inform how many, like how much you should be weighting one webpage over another. And we are working on expanding this to more events than just webpages. So I would say my guidance for now is it's still a bit manual or like still like in double check to see like what's actually working or as you have your leads convert and going back to the tool and making those updates. But know that our team, like we are working on a way to improve this to make it more automated. To be able to leverage your HubSpot conversion data as well as what are ways that we can also have the tool kind of improve itself, like have its own kind of feedback loop. But no, I completely understand, uh, right now of feeling like you are a little bit in the dark. In the beginning, it is very much a trial and error, right? And what may work last year also may not work this year. So even with all these features that we're working on coming out with this year to improve the tool, I think my biggest advice would be lead scoring is iterative. So always kind of go back and double check, are there areas that make sense to redistribute the points? And kind of go back to the basics as well of like, what are you considering that MQL? And making sure whatever rules you, you say you set like different rules, you're like, okay, rule A is plus 20 points, rule B is plus 20 points, rule C is plus 20 points. Okay, great, that's 60 points. Make sure whatever you're determining to be high, you're actually readjusting those point values to meet that threshold or whatever you consider to be that high.

Cool. Friends, I just learned from chat some of you didn't realize Q&A is here. It might be tucked away under the more menu. So if You asked the question and we haven't answered it yet. It probably got lost in the chat scroll. Please put it over in the Q&A. We'll make sure we get to it before we're done here.

Yeah, Erica, great point. You are sort of guessing at first. The goal is to move away from guessing and be more informed with your, with the past conversion data, but also know that it is very case by case, right? Like we, there's, You're, I think it depend, the past conversion data that we, the model can be able to suggest, it will be dependent on if you are updating the HubSpot port, like say if you're updating the lifecycle stages of your different contacts and leads in HubSpot, or if you're brand new to HubSpot. I think that's why we're also exploring like what are templates or like what are the top events? And actually I can give, I would say I can give some guidance on that. So top events we usually see customers do would be webpage visits, form submissions, demos, marketing, email interaction, social interaction. And then for fit, it tends to be job title, size of company, industry of company, as well as for those who are leveraging intent signals. Intent signals is actually a feature in Sales Hub, but If you wanted to get even more granular of putting weights with all the different intent signals, you're able to incorporate that here as well. Okay, I see another question. Does the AI for pages visited only work? AI for pages visited, but I don't have internet. Oh, so this is a beta, Colleen. If you go into Let's see, let me exit, discard changes. If you go to product updates and search for high impact pages, you should be able to join the beta.

I saw another question related to that earlier. Someone asked if that'll expand beyond pages to like CTAs and ads and things.

Yes, we, we are working on expanding this to more and more events within the lead scoring tool. All right, let me, let me go back. And so after you've created your lead score, some of the things that you can do to test is you can do test a contact. And what I should have done is actually double check which, which contact is actually good. So actually, let me, let me do that. Great. So here, this is, this is a CRM view and we're going to do filters and I'm going to look at score, which score are we using? There is a lot. It was a combined score that I was Let me try that. And then, okay, so, and if I filter from here to see the high one. Oh, okay.

Wow.

We got a 200. All right. So I will use Lena as our example here. Then if I go back to that score, SMART.

All right.

So I'm gonna go back to lead scoring tool. I'm just doing this so I can identify which one I wanna use. Let me— a moment. There we go. Sorry folks, a little bit of technical difficulty here, which I might be able to— let's— oh, okay, I can show you from here. So here's another feature. So when you are— when you start to turn it— when you turn on the score and you're starting to score your different contacts, you can see what the scores are. You can actually see a score trend right now. It's pretty flat as well as a score history. And what the score history does is it tells you the specific— we're calling it event, but it can be the specific bit rule, the specific event engagement rule, anything that is changing the score, it will list here and tell you what that change is so that when, say, if a contact MQLs, a salesperson can go see like, okay, what exactly drove that rather than having to go through their activity, their activity timeline here to try to figure that out. This will be specific to your your specific lead score. And also, I kind of jumping ahead, but part of the roadmap, the other thing that we are working on and coming out with is improving this lead score history card. So right now, some of you who are lead scoring users, you might notice that when a rule triggers, triggers a score change, it won't just show that one rule, it'll show like a bunch of rules in the same group. So we are working on only showing that one specific rule, removing that extraneous information, and also adding a timestamp so that you can just look at the information here rather than the activities timeline, as well as we're working on, can we hyperlink the asset? So like, which email did they click on for this rule to change? So that is also coming this year. Okay, so we're back here. And then if we click see score calculations, great. So this brings us to the actual score. Okay, so this is the feature I wanted to show. So if you do the test a record and then that person's name again was Lena. Okay, great. Lena. Lena Davenport. Great. So this with test a record tells you in real time before you even turn on the score, what criteria or what rules this person is actually meeting. So they're matching 2 of the 4 criteria here. So it's showing you how many points they got based on how many events. Okay, so this person visited a page 105 times, they got 5 points for it each, 125 points. And because there's no group limit, so okay, so this is the rule level, 525 points. The group level is 525 points 'cause there's no group limit. But at the score level, because the score is from 0 to 100, they're capped at 100. So that's why they're not— that's where the different layers kind of help keep the score from getting inflated. And then, okay, here they are. Looks like they've got close one several times. So that's why we're getting that one. And then here it's saying 0.0 points. So this is a great way to test, say, if you have a lead that you know is really high value and kind of cross-referencing, like, before I turn on the score, are one, is the rule I create actually meeting this? And two, is this a, would this be considered a high value lead? And this is actually a great example here. So this one says industry is any of food and beverage. I believe there are 3 different industry properties in HubSpot. And I've seen, I've seen a customer where they use a different industry property versus this one. And so you'll just want to double-check when you're creating some of these, making sure it is the property that has the value that you are looking for. And then the other thing that you can do before you turn on your score is this distribution preview snapshot, which usually is pretty fast, but it's being a little slow right now, maybe because I'm on Zoom. And what this does is this is taking a sample of all of the contacts that you want to score and giving you a directional preview that if you were to score this or if you were to turn on the score, what you should expect across all your contacts. So, okay, it's still loading, but it's saying it's doing a sample size of 1,000 out of these eligible 1.4 million eligible contacts. And then it's telling you directionally what you should expect. So this is saying, okay, majority of all your contacts, is going to be here, right? 946 out of the 1,000. And then it's also breaking apart by fit and engagement. This is also something new we came out this year. The specific, the combined version, the fit and engagement, we've already all, we've had that for some time. So like I said, this is more directional and it looks like it's actually increasing it. And from here, this also can kind of give you an indication of what adjustments you need to make. Before you decide to turn on your score. And speaking of eligible, eligible contacts, this contacts tab here allows you to decide, do you wanna score all your contacts or is there a specific segment of contacts that you wanna score on as well as are there specific segment of contacts you wanna exclude? So maybe you have, you create a segment that's like, competitors or internal employees and you want to make sure you don't score on those, you can exclude them here in this tab, or you can select a specific contact that you do want to use. I thought the reason why this is grayed out is because I'm in the live view, but if I click on edit the score, it will remove the gray. Okay, it's being a little slow right now, I think, because I'm on Zoom. But that's another thing that my team is working on because we've heard from customers that lead scoring from like this loading has been a little slow. So we've done a lot of improvements just in the past week of trying to speed up that performance. Okay, here we go. So that's where you can do that here. Your criteria, your contacts are who you want to score. Your settings, you've got preview distribution, test a contact, and then when you're ready to go, there is a quick review and update before you finally turn it on. Take a quick look at the— Could you walk us through additional case examples of how lead scoring supports the full customer journey? Specifically, how does the score trigger different workflows and newsletter strategies? And when a lead becomes sales qualified, potentially move them back into marketing. Yeah. Okay. And then another person, I can only choose segments to score, not exclude. Marie, I will come back to your question. Let me, let me take a look at this other question first. I can only choose segments to score, not exclude. So here is where you would choose the segments of context to exclude. So this is basically saying score all contexts and then exclude these. And then this is score-specific context. If that's a bug, Stephanie, definitely let us know, or if you want to check now, but yes, this is how you would set that. Where is the score live at that point? Contact record level, or, or live— where is this? Where does the score live at that contact record level? So there, so after you turn on a score, and let me This is kind of related to Marie's question as well. Okay, so I'm going to go to a score that's already turned on. So after you turn on a score, you get this pop-up window says congrats, you turn on your score, and then you're here. And this is an overview and it gives you that score distribution. Like I said, in the future you'll be able to click on this, but from here what you can do is you can go to— you, if you choose, you can go to the contacts CRM view And you can, for edit columns, you can add the different score properties. So here, for those that said that they had separate properties, they can do that. But also when you create a combined score, it'll give you the different properties. So here you can select all the different properties, whether it's an actual score value or threshold value. You can move this to rank it from highest to lowest. And then also if you click into the contact profile, there is a card specific to lead scoring. It's a little bit hidden, so that's why I'd like to, like to show it to folks. That's how you can see. Yeah. So it's not here. So what you would do, you click customize. I'm going to change the default view. And then when you hover between any of here, I'm going to add it to the top card. Card library, lead score. We're gonna add the card and save and exit. Okay, so now it's here as well at the individual level. You can click See Score History, and this can bring you back to that score as well. Sometimes my clients have 2 products, so they need 2 different scores. Is there a way to show only 1 score on a contact record? Sometimes my clients have 2 products, need 2 different— 1 score. Can you provide a little more? Okay. Yes, they're scored differently.

Uh, if I could hop in, uh, not anything specific to the, the lead score tool itself, but since you can create two completely independent, um, scores and those properties could be shown dynamically on the— you, you can customize the, the contact record to show different things based on different states. And so if there's some property or other way to tell which product someone has, or if they have both, then you could dynamically show those, the actual properties themselves outputting the value. These cards on the right-hand side would be a little trickier to do that with, I think, but you could get there.

Yeah, it might be easier here if you wanted to create a new view and decide which, so like think of each column represents each property. So when you create a combined score, you get 4 properties, the fit, engagement, combined, and the threshold. So there are 4 properties you could select from. You can put them side by side and hopefully that kind of helps with what you decide.

Or when you build the score, if you have segments of here are people Here's a segment of contacts who have product A, and here's a segment of people who have product B. Then when you build your scores, you could say only score these ones, right? And so then when you look at that sidebar and you see the cards with the scoring ones, it'll only show the scores they have scores for. And they would, so if they only have product A, then they would have the product A score. If they only have product B, they would have the product B score. And if they have both, then they would have both.

Yes, thank you, Kyle. Exactly. The cards. Yeah, the cards right now, I, it's not as, I see what you're saying. The card, let me go back to that. Lost it now. The card panel. Yeah, so right now the card panel is not as customizable. It is something that we're looking into. And it is, this is technically like a different app from ours, but yeah, no, that's good feedback as well. Like, can this part be more? Exactly, Deanna. Love it. Alright, let me go back to some of the prior. Great questions, folks, by the way. Great to see this engagement. Or can you do a view? Okay, so yep, you realize that view column. Oh, perfect, Stephanie. Glad to hear it wasn't a bug, that it is that one, but also good feedback that that was, not as intuitive as it could be.

If you want, we can, we can transition over to the actual Q&A. Yeah, we got about 15 minutes left.

Okay, that sounds good. The only— can I take one moment just to point out? Okay, perfect. Yeah, no, that's— I think we're— we are on track. Yeah, I mentioned after you turn it on, you can go into segments, workflow, like really you can action on the score. Say you want to create a segment for like, oh, here's the list that I want sales to follow up or like, oh, here's those who, let me pull up an example. This one, see score calculations or like anyone who is in between. So say like maybe like the B2s, like you want to send a nurture campaign or you want to create a workflow that is fully possible and created throughout the HubSpot platform. The only other things I was going to mention was other new features that we came out with in case I didn't get a chance to mention it. So I talked about this beta, join, give us feedback, let us know what you think. We talked about the faster and combined distribution preview, conditional scoring. That is a new one. Didn't get a chance to touch base on it, but if you needed to do like cross-property criteria, like they need to have this job title and this buying role and this industry before I give them points. You're able to do this natively within the lead scoring tool. And then for events, the type of conditional scoring is more like, how do you get even more specific about an event occurring? You can still use segment membership and workflow enrollment to do advanced scoring, but we now have this option natively within the app. Oh, and then segment membership. I mentioned this one, which just came out. Check out your product updates. There is a Loom. That's another thing. I feel like I'm inspired by Kyle. I've been coming out with more Looms for my product updates in case it helps versus just here's a wall of text and screenshots, figure it out. And then I mentioned these actionable thresholds, improve history card. Awesome. Okay. Yeah. Let's jump into Q&A.

Okay, great. If everyone wants to go over to the Q&A, I believe upvoting works. Let us know in the chat if that's not the case. But before we do that, I want to take this moment while there's still 150 of you here. Deanna, do you have that link for— we— so registration has been a point of confusion and we recognize that. And part of the problem is there are old emails from Bevy in people's inboxes and we've had two different Zoom instances. We went from 0 to 2 and some have been one place. Anyway, it's been a little confusing. We now have one unified source of truth. Deanna is dropping a link in there, that Zoom H1N1 Events 2026. Copy that link, go to that page, register for everything, and then hopefully you won't have any more problems ever again.

All your dreams will come true until July, and then you'll have to register for everything for the rest of the year.

Yeah. So anyway, all right. Well, hopefully that helps. So thank you everyone for your patience and for being here. Let's see. I will sort these questions by most upvotes. We got some upvotes. It's working great, everyone. We're back. We're doing great. So, Melody, most upvoted question from Brian Wood. I may have misunderstood. Are we able to score leads based in engagement tied to specific campaigns or assets?

Yes, great question. I'm so glad someone asked that because as I was finishing up my presentation, I was like, oh, I forgot to mention that. So let me, let me pull up my, my screen again to give an example. Strange, what happened to— oh, it was in full screen. Let me share my screen again. All right. So yeah, so this, this speaks to what I was saying earlier about at the very beginning, I'm going to use this engagement score, but the very beginning, think about, is it about general, say like ad interactions, or let me use marketing email as an example. Let's do quick linking email. So if you were to leave the rules just like this, it will capture and add points for every time there's an ad interaction and like general, every time there's a click link in email. If you want to get specific, you would click this little filter icon here. And let's say we want to do it for a specific email name. So you could do is any of these are the examples I have, but let's do, let's pretend that email name is this. So now it will, we can update the point value too. It will only give points if this specific event. I've seen users do this for their more general engagement scores because maybe there's like certain emails they, they care about more. I've seen this be used for more specific product lines if it's like a specific web page or specific any other sort of engagement interaction. And then one thing that we also have is if instead of doing email name, which requires you to do a dropdown because as you come out with new emails, then you have to come back and update this, you can also use the contains feature. You would do email name and SendTime and contains any of. The reason why this is email name at SendTime, because it, it's pulling on the keywords that are in the email name when you sent the email. So usually most people, I feel like they don't rename their emails afterward, but it's like a specific thing where it is looking, it's finding like the ID or it's finding that email, how it's named, if it contains like February or something, it will only score based on your email campaigns that have the same within it. Whereas this one, these are dropdowns because these are kind of like specific IDs to all these specific emails. The same thing is also available for forms. It's a little bit different. So for forms, if you do form submissions main, and this is something we are working on, you can also select based on the specific form name. I'm really into animals, so I named my forms after different animals. Or you can do contains as well. You go to form submissions, additional form name at submission time. So same thing is based on this number, and these icons are also a great way of indicating what kind of event or property this is. And then you would do contains. So here I'm going to do pets. So in this example, they only get a point if they're submitting a form for Petsburg. In this example, All of these forms are named pets. They're going to get— as long as you say follow a certain naming nomenclature of a certain keyword, it will capture it and you'll be able to score on these without having to come back to the tool and updating. Did that help answer? I think that— I think that would help clarify. Let me know if you had follow-ups. Really quick, Kyle, there was that one question from Marie that I, I didn't get a chance to touch on, and I just wanted to say really quickly, gosh, could you walk us through additional case studies? Oh yeah, I just want to touch on that one really quick because that was a really good one. Yeah, I would say, I mean, it really depends on what your customer journey looks like. Like some customer journeys are 2 weeks, some are like a year to 2 years. So I think it depends on what that looks like, what you consider to be MQL is like, okay, I'm going to send to sales and then SQL. One example I've seen is if they've booked a demo with me, MQL, send it to sales to talk to them. If they actually spoke with me on the phone and they seem like they will move further down the line in the customer journey, turns into SQL. So, and then usually I see our different go-to-market teams, they make that decision or they change that. It could also be a workflow that you create to be able to trigger that. And then you said potentially move them back into the marketing nurture flows. Yes, I've seen some customers where if they feel like a certain amount of time has passed, so for example, we have the decay feature here. You can do decay. Timeframe is also a cousin of decay. So technically, if you feel like if it hasn't happened the past 30 days, don't give them points. That's another way to kind of determine if you want to keep giving them a certain score. And I, I think ultimately it just depends on where you would like the information. Because that's another thing. If once a, another thing is like once a lead becomes a customer, you can use health score to kind of measure that sentiment and how they're doing. But if you're trying to see if like, oh, could that customer maybe buy a different product or service, then maybe you want to still score them using lead scoring for that other product or service that they don't have already. So there's a couple different ways that you can work on that. And oh my gosh, we are running out of time. So Kyle or Deanna, if you want to tell me some other questions and I'll rapid fire answer.

Yeah, you got it.

Let's see.

Must we use the lifecycle stage to leverage the AI scoring capabilities? We don't use HubSpot as our CRM, rather as our MAP. Just curious if this is an absolute. Right now we're using the manual lead scoring.

Okay. For the— yeah, so for the AI right now, it is based on lifecycle stage for the beta that we're doing. It's also based on lifecycle stage. Yeah, there needs to be— I mean, I'd be curious if there was another way of indicating. There has to be some sort of indication to the AI that these events that happen before this one property change tells us this information is important. But that is, that is good feedback. So yeah, I'd say right now it would have to be lifecycle stage.

Perfect. How would you score attending an in-person event?

Yes. So that would be— I've seen it done 2 ways, or actually a couple different, a couple different ways. So if you, if you have your marketing event, if say if you have your in-person event tied to how you sort of write the property or data in your HubSpot portal using marketing events, you can do that. I've seen some customers also use custom events, which I'm not seeing on here, but it is on here, custom events. I've also seen some users where if they prefer to do it through segments, say they had a workflow or form submission, if you use a form submission, that's another way. And then the final way is through segment membership. So if you compiled, if you want to do it more manually, like you uploaded a segment, you could do those who segment membership of those who attended this trade show, give them this many points. But that is a little bit more manual. But yeah, there's a couple different ways to do it. I love that.

So I added your LinkedIn to the resources page, Melody. Is there a better way to reach out to you, or does LinkedIn work, or would you prefer to share your email?

Totally your choice. Yeah, yeah. I would say if you have, yeah, LinkedIn works. If you're able to, yeah, just sort of like give an indication that you attended this event and happy to connect. And then I will also add, I'll put it in the chat. I will also add my email address if you have. Oh, thank you so much, Hannah. If you have any other questions, if you have any feedback, if you want to meet with me and chat more, more than happy to. Thank you everyone for coming. And I'm glad to hear that this was hopefully was helpful.

Amazing. Thanks so much. And thanks everyone again for being here. We'll see you back next week.

Right here. Right. And don't forget to join the Slack channel. Lots of updates going out there. So you have that as a resource.

Register for all the events. Things will get easier, we promise.

Promise. Bye, friends.

And a whole lot of love.

Get it done.

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