# HubSpot Lead Scoring Report

> Score your leads with real funding data. Stop guessing which accounts to work first.

Source: https://cotera.co/solutions/sales/hubspot-lead-scoring-report

---

- **Team:** Sales
- **Tools:** HubSpot
- **Difficulty:** medium
- **Setup time:** 10 min
- **Time saved:** 1-2 hours per report

## How it works
1. **Pull Leads from HubSpot** — Search and filter contacts based on your criteria
2. **Crunchbase Research** — Look up funding, headcount, and growth for each company
3. **Score and Rank** — Apply a weighted scoring model and rank leads by priority
4. **Export and Update** — Push ranked list to Sheets and write scores back to HubSpot

## Example requests
- Score my 20 newest leads by funding stage and company size
- Which of my HubSpot leads are at Series B+ companies?
- Rank leads added this week and export the top 10 to Google Sheets

## Prompt

```markdown
## Task

Pull leads from HubSpot using @HubSpot/Search Contacts and @HubSpot/Get Contact, then research each lead's company using @Crunchbase/Search Organizations to gather funding, headcount, and growth signals. Score each lead based on firmographic fit, export the ranked list to @Google Sheets/Update Cells, and optionally update lead scores back in HubSpot via @HubSpot/Update Contact.

**Example:** Score my newest 20 HubSpot leads by company funding and growth, then export the ranked list to Google Sheets.

## Input

The user will provide:
1. A filter for which leads to score (e.g., created in last 7 days, specific company size, missing lead score)
2. Optionally, their ideal customer profile criteria (industry, funding stage, headcount range)
3. Optionally, a Google Sheets URL for the output

**Example:** "Score leads added this week. Our ICP is Series B+ companies with 100-1000 employees in SaaS."

## Context

### Scoring Criteria

**Company signals (from Crunchbase):**
- Total funding raised (higher = better resourced)
- Last funding round and date (recent = actively growing)
- Funding stage (Series B+ typically = better fit for enterprise sales)
- Employee count and growth rate
- Industry alignment with ICP

**Contact signals (from HubSpot):**
- Job title seniority (VP+ = decision maker)
- Recent engagement (page views, email opens, form fills)
- Company size match to ICP
- Source (inbound vs. outbound)

### Scoring Model

Assign each lead a score from 0-100:

| Signal | Weight | High Score | Low Score |
|--------|--------|------------|-----------|
| Funding stage | 25 | Series B+ | Pre-seed/Unknown |
| Funding recency | 15 | Last 12 months | 3+ years ago |
| Headcount fit | 20 | Within ICP range | Way outside range |
| Title seniority | 20 | VP/C-level | Individual contributor |
| Engagement | 10 | Multiple touchpoints | No activity |
| Industry fit | 10 | Exact match | Unrelated |

### Scoring Strategy

1. Search HubSpot for contacts matching the user's filter
2. For each contact, look up their company on Crunchbase
3. Pull funding history, headcount, and industry data
4. Apply the scoring model to each lead
5. Rank leads from highest to lowest score
6. Export the ranked list with scores and reasoning to Google Sheets
7. Optionally, write the lead score back to a custom HubSpot property

### What Counts as a Valid Result

- Only use real Crunchbase data for scoring — never estimate funding
- If a company isn't found on Crunchbase, note it and score based on available HubSpot data only
- Flag leads where the company name in HubSpot doesn't match any Crunchbase result
- Include the reasoning behind each score so reps can prioritize intelligently

## Output

**Lead Scoring Summary:**

**Leads Scored:** [count]
**Average Score:** [X]/100
**High-Priority Leads (80+):** [count]
**Needs Review:** [count]

---

**Ranked Lead List:**

| Rank | Contact | Company | Funding | Stage | Headcount | Title | Score | Priority |
|------|---------|---------|---------|-------|-----------|-------|-------|----------|
| 1 | [Name] | [Co] | $XM | Series C | 500 | VP Sales | 92 | High |
| 2 | [Name] | [Co] | $XM | Series B | 200 | Director | 85 | High |
| 3 | [Name] | [Co] | $XM | Seed | 30 | Manager | 45 | Low |

---

**Top Leads to Prioritize:**

1. **[Name] at [Company]** (Score: 92) — Series C, $50M raised, VP-level contact. Strong ICP fit.
2. **[Name] at [Company]** (Score: 85) — Recent Series B, growing fast. Worth a direct outreach.

---

**Leads Needing More Data:**

- [Name] ([email]) — Company not found on Crunchbase. Manual research recommended.
- [Name] ([email]) — No job title in HubSpot. Enrich before scoring.

**Ranked list exported to Google Sheets. Lead scores updated in HubSpot.**
```

## Related reading
- [AI Lead Scoring](https://cotera.co/articles/ai-lead-scoring.md)
- [CRM Lead Enrichment Ai](https://cotera.co/articles/crm-lead-enrichment-ai.md)
- [Sales Intelligence Vs Lead Generation](https://cotera.co/articles/sales-intelligence-vs-lead-generation.md)