How to apply your lead scoring strategy in HubSpot and Monday.com

How to apply your lead scoring strategy in HubSpot and Monday.com

In my previous article for MarTech, I offered advice for marketers looking to revamp their lead scoring strategy for 2025.  

In that article, I identified five best practices for ensuring an impactful and adaptable lead scoring model. Let’s quickly review them before we dive into the martech itself.

Incorporate engagement data for real-time insights. Engagement data is critical to understanding a prospect’s interest and readiness to purchase. It provides insights into how your leads interact with your brand and indicates their position in the buyer’s journey. Consider tracking engagement data from your website, newsletter, social media and events.

Use demographic data to identify fit. Demographic data is key in evaluating how well a lead aligns with your target market. Important data points to keep an eye on include job title, role, Industry and geography.

Integrate persona-based data for effective lead analysis. Using persona information for lead scoring ensures you’re focusing on leads that fit your ideal customer profile (ICP). Persona data includes journey stage, pain points, and communication preferences.

Use company attributes and ICP scoring. Company attributes are your compass to determine if the lead’s organization aligns with your target market. They include company size, revenue, installed tech, existing customers and growth trajectory and competitors. 

Use negative scoring to avoid wasting resources. Negative scoring prevents wasting resources on leads with low potential or poor alignment with your company’s products and services. Examples include job titles not relevant to sales, unengaged leads, competitors and recent closed-lost deals. 

Dig deeper: A scoring model your team will fall in love with

How to build your lead scoring into your CRM

In the video below I’m going to review lead scoring best practices and walk you through how to build out your lead scoring in two popular CRMs: HubSpot and Monday.com. 


Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the martech community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. The opinions they express are their own.


About the author

Brianna MillerBrianna Miller

Brianna Miller is an accomplished Digital Marketing and Demand Generation Expert, as well as the owner of Being Your Brand, a specialized marketing consultancy agency. With a focus on small to medium-sized businesses, our agency excels in developing and implementing inbound marketing strategies. By leveraging an integrated marketing approach, we empower your marketing efforts to drive growth in your sales processes and customer retention.

With over 10 years of experience in HubSpot implementation and optimization, Brianna assists businesses in maximizing the potential of the HubSpot platform. This optimization enhances their sales, marketing, and customer service programs.

Currently serving as the Director of Marketing at Protenus, Brianna is responsible for overseeing the development and execution of cross-departmental inbound marketing campaigns. These campaigns are designed to nurture and expand Protenus’ customer base. Additionally, her role as Marketing Director involves creating and implementing the annual marketing plan, aligned with product releases and sales promotion schedules. Brianna also manages the production and publication of various marketing resources, including blogs, videos, articles, eBooks, social media content, email campaigns, webinars, and sales support materials. Tracking marketing campaign results and KPIs, she formulates strategies to consistently improve marketing performance and exceed goals.

In addition to her professional achievements, Brianna shares her expertise as an Adjunct Professor at the University of Missouri St. Louis. She teaches courses such as Intro to Marketing, Social Media Strategy, and Advanced Facebook Advertising as part of the College of Business Undergraduate Program, Honors College program, and the Digital Marketing Certificate program. Brianna also actively contributes to the Marketing Advisory Boards for the UMSL College of Business and the St. Louis Magic House.

Brianna holds a Master of Business Administration and a Certificate in Digital Marketing from the University of Missouri St. Louis. She earned her Bachelor of Science degree with a double major in consumer behavior/marketing and management from Tulane University.”

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