HubSpot Lead Scoring Template: Drop-In Properties + Workflow

The 8 custom properties and 4 workflows below are the data model we reach for to run lead scoring across the B2B SaaS engagements we have audited. Copy the data model, paste the point values, and route leads on threshold. Setup is roughly 90 minutes if you have admin access. This template runs the standard Fit plus Intent model that works in any CRM, and it is the HubSpot build of the framework in the lead scoring guide.

Step 1: Create the 8 custom properties

Go to Settings, Properties, Create Property. Object: Contact. Group: "Lead Scoring" (create it if it does not exist).

Total Lead Score is a Calculation property type. Formula: fit_score + intent_score. HubSpot recalculates it whenever either input changes, so no workflow is needed for the math itself.

Step 2: Workflow #1, Fit Score on firmographic change

Enrollment trigger: a Contact property value changes, any of industry, numberofemployees, annualrevenue, or a tech_stack field.

Action sequence: for each firmographic attribute, set or copy a point value into fit_score. The allocations below are illustrative example B2B SaaS values, a starting point you should tune to your own won-deal patterns, not measured outcomes:

• Industry matches ICP (SaaS, fintech, health-tech): plus 12 points
• Employee count 50 to 500: plus 10 points (200 to 2,000: plus 12)
• Annual revenue $5M to $50M: plus 10 points
• Has a core tool in stack (for example HubSpot, Salesforce, Outreach): plus 8 points
• Geo: US, Canada, UK, Australia: plus 5 points; EMEA non-UK: plus 3

Cap fit_score at 50. The cap is critical. Without it, an over-firmographic match (perfect industry plus perfect size plus perfect stack) can drown out intent signals.

Step 3: Workflow #2, Intent Score on behavior

Enrollment trigger: any of form submission, page view (Marketing Hub Pro or higher tracking), email engagement event, or list membership change.

Branch logic by event type (again, these are illustrative example point values, not measured lift):

• Demo request form submit: plus 15 points, set last_high_intent_action to "demo_request"
• Pricing page viewed 3 or more times: plus 12 points, set action to "pricing_revisit"
• Case study downloaded: plus 10 points, set action to "case_study_dl"
• ROI calculator completed: plus 10 points, set action to "calculator_complete"
• Webinar attended: plus 8 points
• 5 or more email opens (one campaign): plus 6 points
• Blog post viewed: plus 2 points
• Email unsubscribe: set intent_score to 0 and set lead_tier to "Disqualified"

Cap intent_score at 50. Increment, do not overwrite. Use the "Increase property value" action so concurrent events stack instead of racing.

Step 4: Workflow #3, daily recalc plus decay

Enrollment trigger: daily at midnight UTC. Filter: score_decay_pause is false AND last_high_intent_action was 7 or more days ago.

Action: multiply intent_score by 0.9. After 60 days of no high-intent action, branch: set intent_score to 0 and re-evaluate lead_tier. Update last_score_update to now() on every run. The 0.9-every-7-days figure is an illustrative default you should tune to your own sales cycle. The decay rule keeps stale "warm" leads from clogging the AE queue forever.

Decay is the most-skipped workflow and, in our experience, the most expensive omission. Why intent expires covers the math in detail.

Step 5: Workflow #4, tier assignment plus routing

Enrollment trigger: total_lead_score property value changes.

Branch logic:

• Score 80 plus: lead_tier = "Hot", assign routing_owner to the next AE in round-robin, send a Slack alert with full context, set lifecycle stage to SQL
• Score 60 to 79: lead_tier = "Warm", assign to the next BDR, enroll in a 24-hour qualification cadence
• Score 40 to 59: lead_tier = "Cold", marketing nurture only, re-evaluate monthly
• Score under 40: lead_tier = "Disqualified", suppress from outreach

The Slack alert payload should include: contact name and email, company, score breakdown (Fit / Intent / Total), the triggering action (last_high_intent_action), and a one-click link to the contact record. Without context, AEs ignore the alert. What happens after this handoff is covered in BDR queue routing from lead scores.

Routing is the gate, sequencing is the action. A lead that crosses 80 and then waits hours for a manual reply gives back a large share of its conversion potential, and that decay with delay is directional, not a guaranteed figure. Trigger outreach automatically the moment the tier-assignment workflow flips a lead to Hot, with no human handoff between the threshold cross and first touch. A signal-based sequencing tool such as Amplemarket can fire the first message on that flip. The Lead Scoring agent wires this full model, decay and routing included, with you inside your own Claude.

Common mistakes

• Letting Fit Score uncap. An over-firmographic match (perfect industry plus perfect size plus perfect stack) drowns out intent. Cap fit at 50, period.
• Using "Set property value" instead of "Increase property value". Concurrent behavior events race and overwrite each other. The Increase action accumulates.
• Skipping decay. A six-month-old "warm" lead with a score of 65 that never re-engages is dead but stays in the AE queue forever. Decay is what keeps the queue honest.
• Not logging which action crossed the threshold. Without last_high_intent_action, AEs get a Slack alert that says "this lead is Hot" with no idea what just happened. They ignore it. Always log the trigger.
• Tying compensation to score before calibration. Do not pay AEs on tier movements until you have seen a couple of months of conversion data and confirmed your thresholds predict revenue. Bad thresholds plus comp tied to them equals AEs gaming the system.

Beyond Fit plus Intent

This template runs the standard Fit plus Intent model that works in any CRM. Once it is stable, one next evolution is a pain-first approach that weights pain signals more heavily than firmographics. That handles the case where two prospects with identical firmographics and engagement still convert at different rates. When you want the same model in a different CRM, see the Salesforce lead-scoring template.

Frequently asked questions