How to automate lead profiling
Automating lead profiling in HubSpot requires configuring Lead Scoring with engagement criteria and then creating Workflows that classify contacts based on their score. The full configuration takes 40 to 50 minutes and requires Marketing Hub Professional to access predictive Lead Scoring. In Teeo, you describe the classification criteria and the automation is active instantly.
How to do it in Teeo
“Automate lead profiling: classify as hot those with 3 or more interactions, warm with 1-2, cold with no interactions”
The automation is active and will classify leads automatically in real time.
How to automate lead profiling in HubSpot: step by step
Requirements
- ·Manual Lead Scoring (property-based) is available from Marketing Hub Starter. Predictive Lead Scoring (AI-based) requires Marketing Hub Professional ($800/month).
- ·For automated hot/warm/cold classification, Marketing Hub Starter Workflows or above are needed.
- ·The 'HubSpot Score' property is used to define scoring. A custom property like 'Lead temperature' can be created for classification.
Access Lead Scoring configuration
Log in to HubSpot. Go to Settings > Properties and search for the 'HubSpot Score' property. Click on it to configure the scoring criteria. Alternatively, go to Marketing > Lead Scoring if you have access from the menu.
Create a custom property for lead temperature
Go to Settings > Properties > Create property. Create a 'Dropdown select' type property called 'Lead temperature' with options: 'Hot', 'Warm', 'Cold'. This is the property that Workflows will update.
Define positive scoring criteria in HubSpot Score
In the HubSpot Score property, click 'Add criteria' in the positive section. Add engagement criteria: 'Contact has opened email' (+5 points), 'Contact has clicked email link' (+10), 'Contact has visited pricing page' (+15), etc.
Define negative scoring criteria
Add negative criteria that reduce the score: 'Contact has unsubscribed from email' (-50 points), 'Last activity date is more than 30 days ago' (-10 points). This prevents inactive leads from maintaining high scores.
Save the scoring configuration
Once all criteria are defined, click 'Save'. HubSpot will start calculating the HubSpot Score retroactively for all your existing contacts. This process may take several minutes.
Go to Automation > Workflows to create the first workflow
In the main menu, click 'Automation' > 'Workflows'. Click 'Create workflow' > 'Contact-based' > 'Start from scratch'.
Configure the workflow for 'Hot' leads
Name the workflow 'Classify hot leads'. In the enrollment trigger, select: 'HubSpot Score is greater than or equal to 30' (or the number equivalent to 3+ interactions based on your point system). This number depends on the points you assigned in step 3.
Add the action to update the property to 'Hot'
Add a 'Set contact property value' action. Select the 'Lead temperature' property and set the value to 'Hot'. Save and activate this workflow.
Create the workflow for 'Warm' leads
Create a new workflow 'Classify warm leads'. In the trigger, use two combined conditions: 'HubSpot Score is greater than or equal to 10 AND HubSpot Score is less than 30'. Add the action to set 'Lead temperature' as 'Warm'.
Create the workflow for 'Cold' leads
Create the third workflow 'Classify cold leads'. In the trigger, use: 'HubSpot Score is less than 10' or 'HubSpot Score is equal to 0'. Add the action to set 'Lead temperature' as 'Cold'.
Activate all three workflows
Review and activate all three workflows by clicking 'Turn on' on each one. The workflows will execute automatically when contacts meet the criteria. Existing contacts will be enrolled based on their current score.
Verify the classification in the contacts view
Go to CRM > Contacts and add the 'Lead temperature' column to the list view. Verify that contacts are being correctly classified based on their interactions. You can filter by temperature to see segmented lists of hot, warm, and cold leads.
Frequently asked questions
Is HubSpot's Lead Scoring available on the free plan?
Basic manual Lead Scoring (via the HubSpot Score property) is available from Marketing Hub Starter ($45/month). Predictive Lead Scoring powered by artificial intelligence is only available in Marketing Hub Professional ($800/month) or Enterprise. The free plan does not include scoring.
Can HubSpot automatically classify leads as hot, warm, and cold without manual programming?
Not natively without configuration. To classify leads as hot, warm, or cold, you need to create a custom property and configure Workflows that update that property based on the HubSpot Score. This process requires initial manual configuration. Marketing Hub Professional's predictive Lead Scoring automates conversion prediction but doesn't use exactly the hot/warm/cold terminology.
Do lead classification workflows in HubSpot update in real time?
HubSpot Workflows execute with a latency of a few minutes (generally between 1 and 15 minutes) after the contact meets the criteria. They are not strictly real-time, but for most lead classification use cases, this latency is acceptable.