You've enabled LGM's native synchronization with Hubspot, and currently have your leads and activity logs synchronized at the contact level. You've probably started building Dynamics Lists in Hubspot based on LGM's data such as :

But we can take it a notch further - the score automatically leads based on LGM's data!

Why should you do this? Sometimes leads won't reply immediately, but their activity signals strong interest! These are the leads you should then either call spontaneously or re-activate manually!

Want to learn how to use Lead scoring to automatically identify high-intent leads? Read on!

Table of contents:

When LGM's Hubspot integration is enabled, contacts will automatically be created or updated if they already exist within Hubspot. At the start of each campaign, La Growth Machine will automatically check if the lead already exists within your CRM, matching using

Any action performed by LGM will now be logged within Hubspot :

To learn more about setting it up, read our guide on how to connect Hubspot.

All set already? Let's deep-dive on how to take the integration further!

To fully understand the potential of LGM's integration with Hubspot, we must first explain Hubspot's feature of Lead Scoring.

Lead Scoring is the practice of assigning a score to the leads based on their action. Each action performed by the lead will increase their score. The higher the score, the higher their Intent and thus their likeliness to become a customer.
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Lead Scoring is very useful to identify High Potential Prospects when :

In short, Lead Scoring helps you invest your team's time on High Intent prospects and overall improve your closing rate!

What should you be tracking in your Lead Scoring?

As with any good CRM, you can track pretty much anything in Hubspot, from pages visited, to email clicks. The risk of that when doing Lead Scoring is the temptation of tracking too many actions in your score.
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You should only be scoring actions proving High Intent. Here are examples of the logic you should apply when thinking about what to track.

When Scoring the activity of Leads on your Website :

When Scoring the activity of Lead with your Outbound, DO NOT assign the same value to each action, but compound the actions

And obviously, don't forget that Intent Signal can come from multiple sources :

One last thing to bear in mind, you can also track Negative actions, by removing points for specific actions :

You get the idea, now let's implement this in Hubspot.

Hubspot has a built-in Lead Scoring feature for you to set up :

From there, you'll be able to define :

When implementing Lead Scoring, don't forget to set different points for each event, as shown in the example below :

Easy enough? Ok now, let's add La Growth Machine's data to the mix!

As explained earlier, LGM's native integration will automatically synchronize any activity generated by LGM :

You get the idea. That is all the data you can base your Lead Scoring on!

To be precise, here are all the events you could be using in your Lead Scoring :

All of these events are not High Intent signals. We recommend using the following LGM signals :

If you add to that the other sources mentioned earlier :

You'll not be missing any High Potential Leads anymore! But wait, it's all good to have leads scored, if we're not doing anything on them, then it's useless.
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Let's set up the monitoring!

There are two ways you can monitor High Potential Leads :

The former is available for free in Hubspot but doesn't allow for automation.
The latter is only available to a specific paid plan

If you have read our guide on how to set up a dynamics list (based, or not, on LGM's data), you know how to use Active lists to create a list of leads currently matching your criteria, but which will also be automatically updated ANY TIME a lead matches these criteria.

Head into the Contact Section > List to create an Active List, with the following criteria:

Since you're using Active Lists, this list will be automatically updated as leads reach a score of 15 or more! 15 points are used as an example here, the threshold will eventually depend on what you're tracking!

Active Lists are great, but they do not allow for automatic actions to be performed or reminders to be planned! If you want to take it a notch further, you'll need to use Hubspot's Workflows.

Workflows allow you to build automation based on any data synchronized in Hubspot. Easy enough, you could build a workflow that will :

Don't forget to check if the Lead already has an owner or not!

You get it: the integration is really deep with Hubspot's functionalities. It's all great to Score Leads, but what about the leads that are in LGM campaigns?

When your campaigns are so successful that you have too many replies to handle, it's very easy to miss a few opportunities.
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As a sales manager, you'll want to set up an Active List of all possible opportunities that haven't been qualified, based on :

Such lists will help identify missed opportunities. To create them, read our guide on how to build Dynamic Lists based on La Growth Machine's data.