Custom Lead Scoring Based on Website Behaviour

Why is this hack helpful?

Ever feel like you’re sending emails into the void?

Let’s face it—HubSpot’s default lead scoring is a bit… basic. Sure, tracking form submissions and email opens is nice, but is that really enough to separate the curious from the committed? Probably not.

Here’s the good news: with a little creativity (and this hack), you can level up your lead scoring game by tracking high-intent website behaviours. Think visits to your pricing page, clicks on key CTAs, or even watching that killer demo video you spent weeks perfecting.

Ready to turn your lead scoring from “meh” to “masterful”? Let’s dive in.

Step-by-Step Tutorial 

Step 1: Set Up Custom Behavioural 

First things first—you need to tell HubSpot what to track. This is where custom behavioural events come in.

• Go to Reports > Behavioural Events in HubSpot.
• Create a new event to track specific actions, such as:
  • Visiting the pricing page.
  • Clicking a CTA button.
  • Watching a video.

These events will act as the foundation for your lead scoring system.

Step 2: Assign Points with Workflows

Now that you’re tracking the right behaviours, it’s time to reward your leads for taking action. Enter workflows.

• Create a workflow that triggers when a contact completes one of your custom events.
• Use the Set Property Value action to add points to your custom lead scoring property.

Example Workflow:

• Trigger: Contact visits the pricing page.
• Action: Add +20 points to their lead score.

It’s like giving your leads a gold star for good behaviour—except this one helps your sales team close deals faster.

Not all actions are created equal. While you’re rewarding high-intent behaviours, don’t forget to penalise the low-intent ones.

• Create a workflow to subtract points for actions like:
  • Unsubscribing from emails (ouch).
  • Not visiting your site for 30+ days (ghosting isn’t cool).

This keeps your lead scoring balanced and ensures your sales team isn’t wasting time on contacts who’ve lost interest.

Why This Hack is a Game-Changer

Spot the Hot Leads: By tracking high-intent actions, you can zero in on the leads who are actually ready to buy. No more guessing games.

Save Your Sales Team’s Sanity: With smarter scoring, your sales team can focus on the leads that matter most—no more chasing dead ends.

Stay Ahead of the Curve: Custom lead scoring keeps your strategy dynamic and tailored to your business, so you’re always one step ahead.

Tips for Ongoing Management:

• Update Criteria: If your email frequency changes, adjust the workflow to reflect the new cadence.
• Handle Highly Fatigued Contacts: Decide what to do with contacts who don’t respond to your nurture efforts.
• Track Trends: Add a report to your marketing dashboard to monitor fatigue levels over time. If you notice a spike in fatigued contacts, it might be time to rethink your email strategy.

Default lead scoring is fine if you’re just getting started, but if you want to play in the big leagues, it’s time to get creative. By tracking website behaviours and using workflows to assign points, you’ll build a lead scoring system that’s smarter, sharper, and way more effective.

So, what are you waiting for? Try this hack—your sales team will thank you, and your leads will feel like you actually understand them. Win-win!