Lead Scoring in HubSpot for Marketplaces

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Lead Scoring

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This workflow tests the level of fit between your ideal customer and a contact email address. If you want to assign points based on prospect behavior, please check out our intent scoring integration.

Summit's lead scoring app, when integrated with HubSpot, offers a refined method for evaluating potential leads against a business’s Ideal Customer Profile (ICP). This synergy combines Summit’s analytical strength with the extensive data management and automation capabilities of HubSpot. Here’s an overview of how this powerful combination operates and its underlying methodology:

Defining your ICP for a Multi-Sided Marketplace

For online marketplaces, an ICP could range widely depending on the niche. For instance, a marketplace for handmade goods might target middle-aged, creative professionals with an interest in arts and crafts. Lead scoring with Summit and Clearbit would involve matching leads with these specific demographic and interest-based criteria. Additionally, location-based scoring could be used to target users in areas with higher concentrations of artists and craft enthusiasts.

Sweet Spots & Partial Matches

Instead of using strict conditionals such as greater-than, less-than, or equals to, Summit uses statistics to match your ICP against the contact's profile.  This means you can treat your ICP definition as a sweet spot rather than a hard line, and Summit will automatically give contact's higher scores as they approach your ideal.  For a marketplace app, this might mean that your ideal customer may earn more than a certain amount per year, or have a certain number of years of experience, but Summit will still award partial credit for contacts close to your ideal.

Enrichment Included

A key ingredient in lead scoring is a rich profile of your contact, describing both their individual attributes and attributes about their place of work or geography.  Traditionally, requires a separate, existing subscription to a provider such as Clearbit, and this data then has to be fed and integrated into your HubSpot account before lead scoring can be done.

Summit's integration with HubSpot makes this step obsolete, as all subscription tiers come pre-bundled with access to the enrichment data you need to score leads.  Simply send Summit an email address (a contact), and Summit will take care of enriching the contact using Clearbit's industry-leading enrichment service. This pre-processing of your contact provides your scoring app in Summit with all the data it needs to run and score your contact.

Does this mean you can't bring your own enriched data into the mix?  Not at all!  Because your lead scoring app in Summit is no-code editable, you still have the flexibility to pass in any of your own data or attributes from your HubSpot account.

Getting started with lead scoring in Summit is as easy as having a list of contacts in your HubSpot account and a basic understanding of your ideal customer profile.  Summit handles the rest.

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Input Parameters and Integration with HubSpot

The app leverages several critical data points about a lead, sourced from Summit's included enrichment and any of your data housed in HubSpot. These include:

  • Job title, estimated revenue, and funding.
  • Departmental position and rank within an organizational hierarchy.
  • Employee range and specific ICP employee count, aligning with company data in HubSpot.
  • Geographic locations of the contact compared to the ICP, utilizing HubSpot’s location tracking capabilities.
  • Proximity to a target geography, leveraging HubSpot’s geolocation data for local market targeting.
  • Industry alignment, matching leads with the ICP industry using HubSpot’s industry classification.
  • Email addresses, with HubSpot providing insights into email interactions and engagement levels.

Scoring Mechanism and HubSpot’s Data Enrichment


The app evaluates the email’s format and domain, complementing HubSpot’s email marketing data for business relevance assessment.


It matches the lead’s industry with the ICP industry, utilizing HubSpot’s robust industry segmentation features.


Employee count comparison is enhanced by company data available in HubSpot.

Revenue and Funding

Financial assessments are conducted, potentially enriched by financial data points tracked in HubSpot.


The app scores leads based on job titles and departments, a process that is deepened by HubSpot’s role-based data segmentation.


Geographic distance measurements are made using location data available in your HubSpot CRM.

Output Metric and HubSpot’s Analytics

  • An overall score ranging from 0 to 5 is generated, which can be integrated with HubSpot’s analytics for streamlined visualization and lead tracking.
  • Each scoring factor is also given a percentage evaluation, providing insights within HubSpot on how each attribute contributes to the lead’s overall suitability.

Flexibility and Customization with HubSpot

  • Summit’s app allows for on-the-fly adjustments to the ICP, complementing HubSpot’s dynamic segmentation and real-time data updating capabilities.
  • The app’s no-code, editable nature means that users can easily tailor scoring criteria and weights within HubSpot to align with specific marketing strategies and lead profiles.


Integrating Summit's lead scoring app with HubSpot provides a sophisticated and data-driven way for businesses to evaluate potential leads. This integration ensures that leads are scored using a broad range of data points, enhancing the accuracy of targeting and segmentation within HubSpot. As a result, businesses can focus their efforts more effectively on the most promising leads, aiming to improve conversion rates and enhance the overall efficiency of their marketing and sales operations.

Everything you need to start scoring leads today.

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