Intent Scoring in HubSpot for SaaS

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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 SaaS

For a SaaS company, recalculating the lead score of a prospect is crucial as it ensures that the sales and marketing efforts are always targeted at the most promising leads. Regularly updating the lead score based on specific triggers allows for a dynamic and responsive approach. Here's a list of potential triggers that could warrant a recalculation of a prospect's lead score:

Engagement Changes

  • Increase in website visits.
  • More frequent or prolonged usage of a free trial or demo.
  • Higher engagement with emails (open rates, click-through rates).
  • Participation in webinars or online workshops.

Behavioral Shifts

  • Downloading whitepapers or e-books.
  • Requesting a product demo or a pricing quote.
  • Changes in product usage patterns (e.g., using more advanced features).
  • Interactions with customer support or FAQs.

Profile Updates

  • Job title or role change (promotion or shift to a more decision-making position).
  • Change in company (especially moving to a larger or more relevant industry player).
  • Updates to the company’s size, revenue, or funding status.

Social Media Activity

  • Engaging with your brand's posts.
  • Mentioning your brand or relevant keywords/topics in their posts.
  • Following your brand's social media accounts.

Event Participation

  • Attending or registering for company events, webinars, or conferences.
  • Participating in surveys or feedback requests.

Marketplace Changes

  • Industry trends that make your product more relevant to the prospect.
  • Regulatory changes in the prospect’s industry affecting their need for your solution.

Communication Patterns

  • Increased responsiveness to sales or marketing communications.
  • Initiating contact or inquiries about product features or services.

Customer Status Changes

  • Transition from a free user to a paid subscription.
  • Upgrading or downgrading their current subscription plan.

Referral Activity

  • Referring other potential leads to your product.
  • Being referred by an existing customer.

External Factors

  • Economic shifts impacting the prospect’s business sector.
  • Seasonal factors relevant to the product usage or industry.

Technological Developments

  • Changes in technology that increase the relevance or necessity of your product.
  • The prospect’s adoption of complementary technologies or platforms.

Contract or Subscription Renewal Dates

  • Approaching the end of a current contract or subscription period with a competitor or current provider.

Feedback or Reviews

  • Providing positive or negative feedback on your product or services.
  • Writing a review or testimonial.

Changes in Decision-Making Process

  • Indications of accelerated decision-making processes within the prospect's company.
  • Changes in the procurement process or budget allocation.

These triggers are indicative of a prospect’s changing interest, needs, or potential to convert. Regularly recalculating lead scores based on these triggers ensures that the sales team can prioritize their efforts effectively and increase the chances of successful conversions.

Everything you need to start scoring leads today.

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