Customer Segmentation with HubSpot Scoring

About This Page

"I want to prioritize following up with high-potential leads" "I want to identify highly loyal customers"

Using HubSpot's scoring functionality, you can assign points based on customer behaviors and attributes, automating segmentation.

What is Scoring?

Scoring is a system that adds or subtracts points based on specific contact behaviors or attributes, visualizing priority and interest levels numerically.

Scoring Basics

HubSpot Score Types

Two-Stage Scoring Strategy

Lead Score

Evaluate prospect conversion potential

Customer Score

Evaluate existing customer loyalty

Score-Based Segments & Actions

High score → Priority follow-up / Low score → Re-engagement

Lead Scoring

Identify contacts likely to convert to customers.

→ Lead Scoring Detailed Settings

Customer Scoring

Identify customers likely to upsell/cross-sell or show high loyalty.

→ Customer Scoring for LTV Growth

How to Use Scores

Workflow Integration

Score-Based Workflow

Trigger: Score reaches 80+

Detect hot lead

Slack notification to sales

"John Smith became a hot lead"

Create task: Follow-up call

Call by next business day

List Segmentation

Create lists with score conditions to extract targets.

Report Analysis

Visualize score distribution in reports to analyze marketing effectiveness.

Detailed Articles

→ Lead Scoring Detailed Settings → Customer Scoring for LTV Growth → Scoring Use Cases

Summary

Design two types of scores: Different scores for lead and customer stages
Combine behavior and attributes: Evaluate both engagement and fit
Use score decay: Reflect recent activity levels
Workflow integration: Automatic actions on score changes

Use scoring to visualize priority customers and enable efficient sales and marketing activities.