Build Lead Scoring Model

Create a two-score lead scoring model using HubSpot's new Lead Scoring tool: a Fit score (ICP company fit + persona match) and an Engagement score (behavioral signals with time decay). This enables sales to prioritize by company fit and marketing to prioritize by engagement recency.

Why This Matters

Without scoring, every lead looks equally (un)important. Sales has no ranked list of who to call first, marketing cannot trigger stage progressions based on engagement, and there is no way to differentiate between a senior decision-maker at a target-vertical enterprise and a generic contact who has never opened an email.

Prerequisites

• Super Admin permissions in HubSpot
• HubSpot Marketing Hub Professional or Enterprise
• ICP Tier property created and workflows processed (create-icp-tiers skill must be completed first)
• Access to Marketing > Lead Scoring (the new tool, NOT the deprecated "HubSpot Score" property)

Critical: Old vs New Lead Scoring

The legacy "HubSpot Score" property was retired on August 31, 2025 — it stopped being editable in July 2025 and stopped updating entirely at the retirement date. Any workflow, list, or report still referencing hubspotscore has been running on frozen data since then; part of this skill's job is to find and repoint those references.