CRM · Lead Scoring · HubSpot · MQL Qualification · Contact Segmentation · Workflow Automation
💡 B2B fintech SaaS · Combined fit and engagement scoring · 5 property groups · 2 event groups · MQL threshold: 40 points · MQL notification workflow · Tool: HubSpot
For this project, I designed and built a lead scoring model in HubSpot for Vaultly, a fictional B2B fintech SaaS company that helps finance teams automate expense management and approvals. The model automatically assigns a score to every contact based on how closely they match Vaultly's ideal customer profile and how actively they are engaging with marketing. When a contact reaches 40 points they are flagged as an MQL and ready for sales follow-up. When they reach 70 points they are flagged as a hot lead for immediate outreach. The model runs continuously and updates scores in real time as contact properties change and engagement events occur.
Vaultly's marketing team was generating leads from multiple channels - LinkedIn ads, webinars, blog content, and email campaigns - but had no systematic way to prioritize them. Sales was spending time on leads that were not ready to buy while high-intent leads from senior finance roles were not being followed up quickly enough. The goal was to build an automated scoring system that would surface the best leads and remove the guesswork from sales prioritization.
The model uses HubSpot's combined score type, which calculates a fit score and an engagement score separately and combines them into a total score. This means a contact needs to be both the right person and showing buying intent to rank highly.
Vaultly's target customer is a finance decision-maker at a small to mid-size business in North America. The scoring model is built around this profile:
| Dimension | Target |
|---|---|
| Job titles | CFO, VP Finance, Finance Manager, Financial Controller, Accounting Manager |
| Company size | 25 to 500 employees |
| Industries | Professional Services, Retail, Healthcare, Construction |
| Location | United States and Canada |
Demographic scoring awards points based on who the contact is.
| Group | Criteria | Points |
|---|---|---|
| Job Title | CFO | +20 |
| Job Title | VP Finance | +20 |
| Job Title | Finance Manager | +15 |
| Job Title | Financial Controller | +15 |
| Job Title | Accounting Manager | +10 |
| Company Size | 50-100 or 100-500 employees | +15 |
| Company Size | 25-50 employees | +10 |
| Industry | Professional Services or Retail | +10 |
| Industry | Healthcare or Construction | +8 |
| Location | United States or Canada | +5 |
Behavioral scoring awards points based on what the contact does.
| Group | Criteria | Points |
|---|---|---|
| Website Engagement | Form submitted (main) | +25 |
| Website Engagement | Form interaction | +10 |
| Email Engagement | Opened email | +15 |
| Email Engagement | Clicked link in email | +10 |
Negative scoring removes points for signals that suggest a contact is not a good fit.