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Stop Guessing & Start
Selling with HubSpot’s
Predictive Lead Scoring
Maggie Georgieva
Sr. Product Manager, HubSpot

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Maggie Georgieva
Product Manager on
Contacts, Workflows,
Campaigns. A sugar addict.

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1. What’s Wrong with Standard Lead Scoring?
2. Demo Time: A Dive into HubSpot’s Predictive Lead Scoring
3. Empower Sales & Marketing with Predictive Lead Scoring

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Lead scoring is a mechanism
of assessing your highest
and lowest quality leads.

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What’s Wrong with Standard
Lead Scoring?

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Standard Lead Scoring is
heavy & burdensome.

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It takes a lot of work.
You don’t have the time
or resources to set it up.
PHOTO CREDIT: JD HANCOCK

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…what's been holding us
back is just not having a
good understanding of the
actions that people take
and what value to assign to
them…
HubSpot Customer

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It’s hard to validate.
How do you test its
accuracy and make
adjustments based on
that?
PHOTO CREDIT: JAMES BLUNT

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I'd like to be able to easily
go back in and assess the
real quality of leads to
decide whether our
scoring criteria is accurate.
HubSpot Customer

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It’s too simplistic.
You’ve set up something
but you know it is not even
half of what it could be.
PHOTO CREDIT: ΡANAYOTIS

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We are excited about
setting up a more
complete system and
have plenty of
ideas...but day-to-day
tasks never end.
HubSpot Customer

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Sales & Marketing
still disagree.
Even when you have set up
lead scoring, the chances
are the marketing and
sales teams disagree on it.
PHOTO CREDIT: TAMBAKO THE JAGUAR

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68% of B2B
organizations with
marketing automation
score their leads. Only
40% of them reported
that their sales teams
agree that lead scoring
adds value.
SiriusDecisions

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There must be a better way…

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PHOTO CREDIT: JOHN FOWLER
WELCOME TO A
PREDICTIVE WORLD.

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A grade or score calculated based on historical data that
shows how likely a contact is to close into a customer.
It can be used by Marketing to create more qualified leads
and by Sales to focus effort on the most valuable contacts.
Predictive Lead Scoring

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Why HubSpot?
Why now?

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Solve for the customer.
It addresses our
customers’ pain points
and empowers them to
grow faster.
PHOTO CREDIT: CORY DOCTOROW

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We have the technology.
HubSpot hosts your
contacts data already. We
have the technology &
knowledge to come up
with predictions.
PHOTO CREDIT: TEXTURE X

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We power Marketing &
Sales.
With HubSpot Marketing
and HubSpot Sales, we
have created an ecosystem
to power both teams.
PHOTO CREDIT: GINNY

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“…whether predictive
modeling will be a "feature"
embedded in other systems or
a "product" sold on its own. My
intuition is it's a feature:
marketers simply want to
select on model scores the
same way they’d select any
other customer attribute, so
scoring should be baked into
whatever marketing system
they’re using.”
David Raab, Industry analyst

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• Aren’t sure which contacts in your database are high quality.
• Have at least 500 contacts in your database.
• Have contacts in your database who are Customers.
• Have historical data in your HubSpot account.
• Are or aren’t using standard Lead Scoring currently
You are a good fit if you…

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2 Demo time: A Dive into HubSpot’s
Predictive Lead Scoring

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Now together let’s explore:
• Where you can find this tool
• How to activate it
• What the data shows you
Demo time!

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3 Empower Sales & Marketing
with Predictive Lead Scoring

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How do you empower Sales?

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Build a view for Sales.
First things first. Ensure
your sales team has the
most qualified leads.

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Send visit notifications.
Notify Sales when high
quality contacts visit your
website.

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Watch the leads on social.
Set up Social Streams and
watch your most qualified
leads on Social to engage
with them further.

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Set up a Sales workflow.
Set up a workflow or
sequence for Sales to
enroll these most
qualified leads in.

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Find the owners of the
best leads.
See who owns the most
qualified leads in your
database and if there
are any you should re-
assign.

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How do you empower
Marketing?

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Find your best channels.
Find out which channels
bring you the most
qualified leads and
leverage them.

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Find your best offers.
See which conversion
events contributed to
generating your most
qualified leads.

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Nurture less
qualified leads.
Create a workflow to
nurture leads who sit in
the middle.

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Use smart content.
Customize the content
these contacts see in
order to qualify them
further.

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(general blank slide)
We have got the data.

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(general blank slide)
We have got the data.
We got the technology.

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(general blank slide)
We have got the data.
We got the technology.
GO GET ‘EM!

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THANK YOU!