How To Use Webinars for Lead Scoring in HubSpot

• 3 Principles of Effective Lead Scoring
• Step 1. Define Your Lead Scoring Criteria
• Step 2. Select the accounts you’d like to score
• Step 3. Organize score properties and thresholds

Not all webinar leads are created equal. By intentionally scoring webinar engagement, you can identify your most qualified leads and prioritize follow-up effectively.

Converting webinar attendees into customers requires a systematic approach to identifying and prioritizing your best-fit prospects. Building an effective lead score in HubSpot allows you to continuously monitor key metrics that signal increased intent to buy.

3 Principles of Effective Lead Scoring

Before diving into specific scoring criteria for your webinar leads, it's essential to understand these fundamental principles that will guide your scoring strategy:

1. Lead scores are directional signals, not guarantees of subsequent outcomes

Use scores to inform your team's approach and prioritization, but don't let them replace human judgment or override other important contextual factors.

2. Continuous validation is essential

What seems like high-intent behavior initially (like registering for multiple webinars) may not correlate with sales readiness in practice. Monitor how leads progress through your pipeline and adjust your criteria accordingly.

Set a regular cadence (monthly or quarterly) to review:

• How high-scoring leads are converting
• Whether specific engagement signals are proving predictive
• If scoring thresholds need adjustment

3. Score utility beats score accuracy

The true measure of a lead score in HubSpot isn't its mathematical precision—it's whether it helps your teams take effective action. A simple scoring model that drives clear, consistent follow-up actions is more valuable than a complex one that creates confusion or paralysis.

Focus on creating clear thresholds that trigger specific actions:

• When to route to sales
• Which nurture track to assign
• How quickly to follow up

Remember: The goal isn't to create a perfect score, but to help your marketing and sales teams efficiently identify and act on your most promising opportunities.

Understanding HubSpot's Lead Scoring Options

There are 3 types of scoring available: 1. Engagement Scoring Measures: Action-based engagement Best for: Tracking webinar participation 2. Fit Scoring Measures: Demographic/firmographic match Best for: Identifying ideal prospects 3. Combined + AI Scoring (Enterprise only) Measures: Both engagement and fit Best for: Comprehensive lead qualification

Step 1. Define Your Lead Scoring Criteria

After establishing your scoring principles and setting up your company score, the next step is to configure specific scoring criteria for webinar engagement. Here's how to build an effective scoring model using Contrast's webinar engagement data in HubSpot.

Here’s how it works: 1. Create workflows for each webinar engagement criteria you would like to include in your lead score. This is necessary to enable use of the “Enrolled in Workflow” event inside the HubSpot lead score builder. Here are 4 example triggers based on Contrast contact property values and activity events:

2. Create a score group in the HubSpot lead score builder for webinar engagement using 4 event based criteria.

Webinar Registration: 5 points

→ Triggered when a contact registers for a webinar

Webinar Live Attendance: 10 points

→ Highest value for real-time participation

💡 When building your webinar engagement score (assuming you chose to build a company score), you'll need to properly configure how individual contact engagement rolls up to the company level.

💡 Consider implementing score decay to maintain accuracy and avoid counting engagement that may not reflect the current situation in an account progression or business environment.

Step 2. Select the accounts you’d like to score

When implementing lead scoring in HubSpot, strategically choosing which companies to score can help you focus on qualified prospects even without the combined scoring capabilities available on enterprise tiers. One option is to use an active list with filters that match your target customer profile to specify the accounts you want to score in the HubSpot lead score builder:

1. Choose "Score specific companies"
2. Add your "ICP Companies" active list

Result:

• Only ICP-fit companies receive engagement scores
• Missing score equals a likely poor fit
• Automatic filtering of unqualified leads

Step 3. Organize score properties and thresholds

The final step in configuring your company engagement score is setting thresholds that trigger specific actions from your revenue team.

Your company engagement score appears as a property in HubSpot that can be used in workflows, reporting, and on contact records. While you can customize the property name from the default “Company Engagement Score”, the focus should be on setting actionable thresholds.

Configuring actionable lead score thresholds

HubSpot provides three threshold levels that you should align with your team's follow-up capacity from 1:1 personalized outreach to Tier 1 “hot leads, to automated low awareness and education nurture campaigns.

→ We cover “how” to follow up with your most engaged leads in the “Post-Webinar Follow-up Strategies” section of this guide.

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