How to do automatic Lead Scoring based on LaGrowthMachine’s data?

A reminder of LGM’s native integration

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, LaGrowthMachine will automatically check if the lead already exists within your CRM, matching using

• Identified email
• Firstname + Lastname + CompanyName
• If the lead doesn’t already exist, LaGrowthMachine will automatically create the lead.

All activities will be logged on the contact’s Hubspot timeline

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

• LGM added the lead on LinkedIn, you’ll see it!
• LGM sent a Direct Message on LinkedIn, you’ll see it, with a copy of the message on Hubspot
• Did you receive a reply on LinkedIn? The message will appear on the contact’s timeline

To learn more on 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!

What is Lead Scoring and how does it work within Hubspot?

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

What is Lead Scoring and when to implement it?

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.

Lead Scoring is very useful to identify High Potential Prospects when :

• You have a lot of potential prospects – this is usually the case when you’re doing outbound
• Your Average Contract Value or Closing Rate isn’t significant enough, and you have to prioritize
• If your team is too small to handle all the weekly prospects

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.

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 :

• ❌ DO NOT add +1 any time a page is visited by your lead.
  
  Leads can be viewing many pages to understand what you’re doing, or reading up your blog – this does not mean high intent yet. If you track ALL the pages instead of specific pages, you’ll end up with a high score that can be misleading.
  
  
• ✅ DO track only important pages: +10 if the lead visited your Pricing Page!
  
  Checking (repeatedly?) the Price Page is a leading indicator of High Intent!

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

• Opening the email once is normal (+1).
• Opening it multiple times is higher Intent (+1 x Multiple Opens).
• Clicking on a specific link is High Intent (+10). Clicking Multiple times is greater (+10 X Clicks)
• …

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

• From LinkedIn
  
  • Are you connected with him on Linkedin? Yes, then +5
  • Did he visit your Linkedin Profile? Yes, then +2
    
    
• From your service/application’s back-end – if you’re building a SaaS, you can track important events using Segment and synchronize it with your CRM
  
  – Did he sign up for your service? +10
  – Did he complete the onboarding track? +20
  
  On LaGrowthMachine, here are examples of App events we pay particular attention to:
  
  – First Campaign Launched = +30. This indicates that you are fully using our product.
  
  – More than 10 conversions = +10. Conversations = potential new clients for you. This is a lagging indicator that you’re starting to get an ROI of LGM
  
  – Connected a CRM = +5. Connecting Hubspot or Pipedrive on LGM indicated you’ll probably go for the Higher plan since CRMs integration will only work if you then choose the Business Plan in LGM.
  
  This is a leading indicator of a potential High Basket.
  
  
• From Marketing operations
  
  – Did he attend a specific Webinar? +5*
  – Is he reading non-SEO-related advanced guides? +5
  
  

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

• A lead deleted his account, -100 (obviously!)
• A lead unsubscribe to your emails, -5

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

How to implement basic Lead Scoring in Hubspot?

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

• Head to your Hubspot Account Settings
• Then, Data Management > Properties
• And search for Hubspot Score

From there, you’ll be able to define :

• Positive actions, adding point when an event happens
• Negative actions, removing points when an event happens

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

• Points: +10
• Event: Has visited our Pricing Page

Easy enough? Ok now, let’s add LaGrowthMachine’s data to the mix!

How to score your leads in Hubspot based on LGM’s Data?

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

• Any email opened or clicked will be synchronized!
• Any connection request sent, and then accepted, will also be synchronized
• Any replies on any channels
• …

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

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

• Generic – Leads that STARTED a given campaign
• Generic – Leads that PAUSED a given campaign
• Generic – Leads that STOPPED a given campaign
• Generic – Leads that CONVERTED a given campaign
• Email data – Leads that RECEIVED a specific email
• Email data – Leads that CLICKED a specific email
• Email data – Leads that REPLIED to a specific email
• Linkedin data – Leads whose profile was VISITED
• Linkedin data – Leads that RECEIVED a Connection Request
• Linkedin data – Leads that ACCEPTED a Connection Request
• Linkedin data – Leads that RECEIVED a specific Direct Message
• Linkedin data – Leads that REPLIED to a specific Direct Message
• Linkedin data – Leads that RECEIVED a specific Voice Message
• Linkedin data – Leads that REPLIED to a specific Voice Message
• Twitter data – Leads that were FOLLOWED
• Twitter data – Leads that FOLLOWED BACK
• Twitter data – Leads that were RETWEETED
• Twitter data – Leads whose tweet was LIKED
• Twitter data – Leads that RECEIVED a Direct Message

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

• A lead accepted your connection request, +5 points
• Anytime a lead visits your profile, +3 points
• Anytime a lead opens your email, +1 points
• Anytime a lead clicks on a link in your email, + 3 points
• A lead followed you back on Twitter, +5 points
• A lead converted (i.e replied) in an LGM campaign, +5 points

If you add to that the other sources mentioned earlier :

• Page tracking from your website
• Events from your service/application’s back-end
• data from your Marketing Operation

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.

Let’s set up the monitoring!

How to take action on High Scoring Leads?

There are two ways you can monitor High Potential Leads :

• Using Active Lists in Hubspot
• Using Workflow in Hubspot

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

Monitoring High Intent Leads the easy way with Active List

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!

Monitoring High Intent Leads the automatic way with Workflows

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 :

• Be triggered any time a lead reaches a score of 15 points or more!
• To automatically set up a Task for the Contact Owner to reach out to him

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

Advanced utilization – Identifying missed LGM opportunities with dynamic lists

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.

As a sales manager, you’ll want to set up an Active List of all possibles opportunities that haven’t been qualified, based on :

1. Conversion data from LGM
2. Qualification data from Hubspot

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