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Lead Scoring Software

Identify and prioritize the best leads with precise and AI-assisted engagement scoring to help you close more deals.

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  • Prioritize leads with data from the entire buyer journey

  • Create and customize lead scores based on fit, engagement, or both

  • Create better alignment between marketing and sales

Close more deals with manual and AI-powered scores.

With AI-assisted engagement scoring, marketers can now easily and accurately identify their most promising leads by combining their expertise with the power of AI. HubSpot analyzes past interactions of successful leads that converted, offering recommendations to build more precise lead scores.

HubSpot also uses fit and engagement data points from the customer journey to analyze and score each lead. Lead scores are then available in your CRM’s contact records for complete transparency. As a result, your team will close more deals with data-backed prioritization and perfectly timed follow-ups.



  1. Build custom lead scores using a flexible builder.

    As your business grows, it’s important your team stays in control of how leads are scored. With lead scoring software, you can set up lead score limits and score a lead’s actions individually or by group, so they fit your sales funnel. Assign negative point values to lower a lead’s score based on undesirable actions or attributes. And with score decay, leads that are inactive for a while will have their scores decreased, providing your team with an up-to-date view of all leads.

  2. Score your leads based on fit and engagement to increase conversions.

    Leads should be prioritized based on how well they fit your ideal customer profile and their interest in your product — HubSpot offers fit and engagement scoring to help you do just that. Score leads based on data points related to business type, size, revenue, and more, as well as their interaction history with your company. By scoring leads based on whether they’re ideal-fit businesses, their type and level of engagement, or both, your team can make informed decisions that drive conversions.

  3. View, track, and share lead scores with complete transparency.

    It’s essential for marketing and sales teams to be able to efficiently view, track, and share lead scores with complete transparency. In HubSpot, all lead scores are accessible through ‌contact records in your CRM. On a contact record, marketers and sales reps can see the recent interactions that determined the lead score and how the score trended over time With this information available to everyone in marketing and sales, your teams will be able to work together better and more openly. They will also be able to easily tailor their outreach and interactions to each lead based on their needs.

Have questions? Give us a call and we'll walk you through it.

+1 857-829-5060

Frequently Asked Questions

HubSpot’s lead scoring feature helps marketing teams prioritize and qualify your leads. With it, you can use fit and engagement scores to help your team shorten sales cycles and increase conversions.

The benefits of predictive lead scoring software include:

  • Ability to build lead scores that fit your strategy.
  • Time saved from automating a manual process.
  • Better alignment between your marketing and sales teams.
  • Reduced bias and human error in lead scoring.
  • A transparent scoring system backed by AI that enables you to view a contact’s lead score on their CRM record.

Lead scoring is available in premium editions of Marketing Hub. Standard contact scoring is available in premium editions of all Hubs (see pricing page for more information).