Intent Scoring in HubSpot for Marketplaces

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Intent Scoring

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Integrating Summit's intent scoring app with HubSpot transforms how businesses measure and act upon a prospect's engagement and intent to purchase, renew, or take action. This integration combines Summit's advanced scoring methods with HubSpot's comprehensive marketing, sales, and service software capabilities. Here’s how the combined power of Summit and HubSpot enhances the intent scoring process:

Key Components of the Intent Scoring App with HubSpot Integration

Parameter Inputs

  • Summit takes into account various inputs such as web sessions, email interactions, and page visits. HubSpot’s extensive CRM and tracking capabilities ensure these inputs are accurately captured and updated in real-time.
  • Parameters can be tailored to specific industry triggers, leveraging HubSpot’s customizable properties and segmentation tools.

Scoring Mechanisms

  • The system uses decay functions and recency calculations, aligning well with HubSpot’s timeline and interaction tracking features.
  • Scores are kept realistic using diminishing returns, in line with HubSpot’s emphasis on meaningful and genuine customer interactions.

Weighted Scores

  • Summit’s weighted scoring for different activities can be integrated with HubSpot’s lead scoring models, allowing for nuanced analysis of prospect engagement.
  • Adjustability in scoring weights is complemented by HubSpot’s flexible scoring rules and criteria settings.

Overall Intent Score Calculation

  • Summit provides an overall intent score between 0-5, which can be fed into HubSpot’s CRM system for advanced lead segmentation and nurturing.
  • The intent score becomes a pivotal metric within HubSpot, guiding marketing campaigns, sales follow-up strategies, and personalized customer journeys.

Enhanced Benefits with HubSpot

Streamlined Complexity

Summit’s complex scoring is simplified within HubSpot, allowing for streamlined lead management and targeted marketing efforts.

Customized Engagement Strategies

The integration enables businesses to develop and implement customized engagement strategies in HubSpot based on the intent score, enhancing lead nurturing and conversion.

Harmonized Lead Prioritization

The combination of recency and engagement scores from Summit with HubSpot’s lead management tools ensures a harmonized approach to lead prioritization.

Data-Driven Marketing and Sales Alignment

Using the intent score in HubSpot allows for a seamless alignment between marketing and sales efforts, ensuring a unified approach to lead engagement and conversion.

Adaptive Campaign Development

The dynamic nature of Summit’s scoring system allows HubSpot users to continuously adapt and refine their marketing and sales campaigns based on evolving lead data and behaviors.

The integration of Summit's intent scoring app with HubSpot offers a strategic advantage for businesses looking to enhance their lead scoring and engagement practices. This powerful combination provides a data-driven, flexible, and easily interpretable approach to measuring purchase intent. It allows businesses to effectively align their marketing and sales efforts, focus on high-intent leads, and tailor their strategies for maximum impact on conversions and customer engagement.

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Intent Signals (Triggers) for Marketplaces

For an online, multi-sided marketplace, recalculating lead scores is essential to identify and prioritize potential buyers, sellers, or partners who are most likely to engage, transact, and contribute to the growth of the marketplace. The dynamics of a multi-sided marketplace mean considering different types of users and interactions. Here's a list of triggers that could be important for recalculating lead scores in this context:

For Buyers:

Search and Browsing Behavior
  • Frequent searches or views of specific product categories.
  • Changes in search frequency or intensity.
Purchase History
  • Recent purchases or an increase in purchase frequency.
  • Higher average order value or changes in purchasing patterns.
Wishlist or Cart Activity
  • Adding items to a wishlist or shopping cart.
  • Changes in wishlist composition over time.
Engagement with Offers and Promotions
  • Responding to discounts, special offers, or personalized promotions.
  • Participation in loyalty or reward programs.
Review and Rating Activity
  • Posting product reviews or seller ratings.
  • Engaging with other user reviews.
Inquiry and Communication Patterns
  • Increasing inquiries to sellers or customer support.
  • Responsiveness to marketplace communications.

For Sellers:

Listing Activity
  • Frequency and volume of new listings.
  • Updating or enhancing existing listings with better descriptions or photos.
Sales Performance
  • Sales volume and frequency.
  • Positive changes in customer feedback and ratings.
Response to Buyers
  • Timeliness and quality of responses to buyer inquiries.
  • Engagement levels with potential buyers.
Promotional Activities
  • Participation in marketplace promotions or advertising programs.
  • Offering discounts or special deals.
Inventory Management
  • Regular updates to inventory or stock levels.
  • Introduction of new products or categories.
Marketplace Compliance and Quality
  • Adherence to marketplace policies and guidelines.
  • Quality of product listings and accuracy in descriptions.

For Both Buyers and Sellers:

Account Activity
  • Frequency of logins and active sessions.
  • Updates to user profiles or account details.
Community Engagement
  • Participation in marketplace forums or community events.
  • Engaging with other users in the marketplace community.
Referral Activity
  • Referring new users (buyers or sellers) to the marketplace.
  • Engaging with referral program promotions.
Feedback and Surveys
  • Providing feedback through surveys or other feedback tools.
  • Contributing ideas for marketplace improvement.
Mobile App Usage
  • Frequency and duration of app usage.
  • Engagement with app-specific features.
External Factors
  • Changes in market trends relevant to the user’s interests or business.
  • Seasonal factors influencing buying or selling activities.

In a multi-sided marketplace, recalculating lead scores based on these varied triggers can help in effectively segmenting and targeting users, ensuring that marketing and engagement efforts are directed towards the most active and promising users. This approach aids in enhancing user experience, boosting transactions, and driving overall growth of the marketplace.

Everything you need to start scoring leads today.

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