G'day guys, it is Trav here from Neighbourhood.
Are you wanting to convert smarter,
not harder, through sales tools like lead scoring?
Well, we're going to show you how
to implement lead scoring through Properties Inside HubSpot.
Today, as a heads up, you'll need.
Any professional or enterprise hub for this feature.
And if you're keen on more practical.
Support, inside HubSpot,
Neighbourhood does offer a comprehensive, easy to follow course.
So you're making the most out of HubSpot.
So stay tuned for more info at the end of this video.
And if you want to take your learning offline though, we'll be including this.
In a downloadable PDF in the description below.
So to get things kicked off, you want to go up to the cog.
At the very top and then down.
To data management in Properties.
And this is where the lead scoring.
Not a lot of people know too much about lead scoring, but this is.
Where you find it.
So it used to be called lead scoring,
but I think about two years ago they changed it to HubSpot Score.
So if you want to look for it, it comes pre loaded inside every.
Single HubSpot account in the pro and enterprise.
So if you type HubSpot Score at the very top here, you will see.
HubSpot Score and it's a score property contact information.
So if we click on this, we.
Are going to come up with a pretty blank page.
So now this is kind of like.
Properties, but it is a score property.
So how there's different types of properties.
We've got numbers and we've got one lines and dropdowns and radios.
This is a score property.
So in this instance, basically we can.
Give it positive and negative scores based on behaviours.
Now, recently we did a HubSpot user group that went through this in detail.
If you click just below in the.
Description, it should pop up on the.
Screen here somewhere and it will take.
You through to that one, which we went through in about an hour where.
Really dug into the features and benefits of lead scoring.
That's if you've got a lot more. Time than this one.
But for a very quick sort of overview of it, in some instances we.
Want to give people more points for doing things and less points for doing others.
For example, you may have a website with a pricing page and you might.
Also have case studies.
Now, if somebody has given you their.
Contact information and you've got their cookie.
Data inside the HubSpot account, it's going to start tracking them around
and obviously start giving them points based on what.
Pages that they land at.
But we can also tie this across.
To emails as well.
So we're able to say if they've.
Opened up the email X amount of times,
give them X amount of points for the negative side of things.
We're able to actually give people
negative points based on things that we deem.
That might be a bit conducive or lacking in the commercial side of wanting.
To purchase your product.
What I mean by that is if that person
hasn't come back to the website in 30 days, we could deduct.
Points or 60 days or 90 days.
Or if a person has answered a.
Question in a form that we kind.
Of is not really the type of.
Customer we can deduct points from them.
Overall, you want to basically work out
that you get a score that you're happy with.
Now, in a scenario that I would suggest is that if they reach a.
Certain score, say a leads come in.
And they're poking around, they're doing a whole bunch of stuff.
They're downloading tools. That's a lead.
But if they start downloading tools and they start becoming a bit reactive, we.
Might want to automatically move up to an MQL or potentially an SQL for.
Sales to reach out.
But how do we get it to that stage?
So I'm not going to tell you.
The matrix on all of the numbering, just more so on how to do it inside HubSpot.
If you do have any questions or. You want to learn a little bit.
More about that, there is a question.
Area that you can leave a comment below.
Otherwise you can click on that link.
To learn more about lead scoring in greater, greater detail.
So in this instance, what we're going to say is we've got positive criteria.
And we've got negative criteria.
So we want to say a positive criteria.
Say, for example, that they have signed up to our email subscriptions.
So they have signed up to our marketing information one.
Now that shows some intent, but not. A lot of intent.
So what I want to do is probably give them a score of five.
Now we're going to apply that Philtre.
Now we're going to set up another one.
Now, in this instance, we want to say that this person has viewed a certain page.
So we want to go page views and we want to say has viewed at least.
So let's just say at the dom.com.
And let's just sort of say pricing.
It's not a real one, but let's just do it.
Now, if they've gone and signed up.
And they've looked at pricing early on in the stage, we probably want to.
Give them maybe five points as well.
Now, let's just say that they've filled out a form.
Let's just say they've downloaded a tool.
All right, so they filled out a form and downloaded a tool.
We've got a form submissions and we'll.
Say.
That we've got a course guide.
That we've got and they've filled it out.
Now, that course guide, let's just say,
for example, for this example, it's a downloadable case study.
And basically it talks about the work we've done and also talks about the.
Successes that we've done. Now, for me, that is probably stepping.
Into the realm of, hey, I really am starting to want to get to know you.
So I'm going to put a bit more emphasis on this one.
So I'm going to say maybe ten points.
Now what I want to do add here, maybe another one.
And this is again just for an.
Example, we want to go page views and we want to go to refine.
By the number of times.
Sorry, at least.
Ten times.
And I'm going to scroll back up
and I'm going to just do our normal URL pertaining to anything.
So what I've put in here in regards to views is they have viewed.
Any of our sort of equal to.
At least the co.
So any of our pages and they've looked at at least ten of the pages.
Now that means that that person has gone through our website and has clicked.
Through at least ten of those pages.
This instance, I probably want to give.
This a score of ten because they're acting
in quite a way that they actually want to learn a little bit more about us.
So we can see here that we're.
Starting to gather points.
Now, in this instance
we want to say for this hypothetical situation that if they receive a score
of 25 then notify sales, that's a pretty easy one.
So what will happen is once they've gone
through and actually viewed ten pages, it'll put ten points on their scorecard.
If you want to call it scorecard or on that property.
If they've downloaded this guide, it's going.
To put ten points on that property.
Now if they've gone and looked at.
The pricing page, it's going to go and put five points on there.
If they're signed up to our email
marketing, it's going to give them five as well.
In this instance, it's just always going to build up.
Now if we want to go through for a negative as well, we can.
Click on that one there and say.
That if they go through this is. A very good example.
If they go through to this one and contact.
Has not viewed the website.
So if we go down here goes has not viewed the web, has not viewed come back to our
website per se, maybe within 30 days we probably might want to sort of take ten.
Points off because that person has sort
of disappeared and within the month they haven't come back.
Now potentially we want to maybe go and remove another ten points or maybe 15
points if they haven't come back in maybe 90 days.
So we'll go through and add that.
Now there you go.
So you can start seeing how this is.
So what I'm doing is I'm adding.
More points to things that are more.
Conducive to a sale or whatever it. Is within your business.
But I'm also removing points.
If people have not necessarily come back.
In a certain period of time, you.
Can do this for other things.
A good example I've seen this is if you've got a careers page.
So if they've gone and filled out.
A careers and they've applied for a job you can deduct 1000 points.
They're not interested in buying a product.
They want to work where you work so you can use this to actually work.
So when you have got a point.
System so you got 25 points and.
They are sort of somebody that you.
Want to talk about.
So if they do reach a score of 25 you're able to use the workflows tool.
We just duck in here quickly.
So for example we can go and.
Create a workflow in this instance very.
Quickly I'll go through and create a.
Blank one and now my enrollment criteria is if the person reaches a score.
Of 25 or more.
So we want to go to contact Properties.
We want to find HubSpot score.
Is. Greater or equal to 25.
Philtre. We want to make sure that we can re enrol
if that person does come back and start getting more points.
Then in this instance what I can.
Click on this here and go okay then I want to send an internal in app notification
and say hey, this person has scored a score of 25.
This can be used in various different types of roles.
It works really well from a marketing.
To a sales handover so make sure have a think about how that could work.
Now one word of advice, you will never get it right the first time
and the idea behind this is to really implement the MVP or minimal viable.
Product, to be able to sort of.
See it in action and then touch base potentially every three months just to.
See if it's working and if the.
Points do make sense.
I also will put in the description below
a lead scoring document that we have put together that helps put together.
The matrix of what lead scoring is and how
we've put it together internally here at Neighbourhood as well.
So there you have it. Now you know how to set up.
HubSpot scores or lead scoring inside HubSpot.
And also apply them to workflows.
If you want to make the most.
Out of your HubSpot investment, HubSpot does.
Offer a step by step course covering. Marketing, Sales,
Service and CMS in depth, ensuring you and your team are best
serving your customers while developing efficient internal processes.
We'll include a link for this below as well.
If you're after a PDF version of.
This for later or you're passing on.
To a maiden need we'll include a.
Link in the description below as well.
Now if you gain value from this.
Video or you're are keen to learn.
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