Does anyone use scoring for companies?

Posted June 9, 2021 in
HubSpot HubSpot

Lex Russell

Why do content marketers constantly feel cold? They’re surrounded by drafts.

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We recently ran into an issue where we had to completely rebuild our lead scoring (somehow we had 181 filters in our Hubspot Score property and for some reason, it only now said we could only have 100).

I built out our new scores based on categories and it is now much more insightful. But, since we are a B2B company, I was wondering if it could be useful to create a lead company score? 

I know you can add/subtract points based on a company's contact's actions (confusing!) or their lead score but haven't looked into it a lot. When I played around with it, I left more confused, to be honest.

So, my question is - has anyone used company scoring & what kind of triggers did you use?
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Connor DeLaney
Jessica Palmeri   Adam Stahl   Alex Stein   Kevin Juliano   Nick Bennett  I haven't set this up before, but if I were to ever ask someone a HubSpot question, these would be some of the first I'd go to!
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Jessica Palmeri
Oooo interesting idea Lex Russell

I personally haven't built out a company-based lead score, but my immediate question would be: What properties live solely on the company level that would warrant a score, and how are those properties being updated (i.e. are you sure that they have accurate information)?

For example, HubSpot auto-populates many company properties based on publically available information tied to the domain, but sometimes that information isn't always the most accurate.  If we were building a company-based score, I'd either want the properties to be manually updated via the sales process (with information researched online, or gleaned from 1:1 conversations with the prospects who work there) OR have the prospect provide some company based information via a conversion process.

If you could ensure the accuracy of the information, I think a company-based scoring property could be a really interesting idea. 
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Lex Russell
I was thinking more along the lines of creating score criteria based on the contacts within that company rather than the company information (which is indeed usually inaccurate).

For example, we might have a company with 20 contacts under it. Since it may not be one specific person reaching out/researching our company does it make sense to combine these contact's lead scores under a company score?

That way theoretically the score would go up as people at that specific company are more engaged with us? And it could balance out when some companies have both negative and positive contacts?

Looking at individual contacts at companies who are our customers - they generally have a lot of contacts but don't have high lead scores...which is what I'm trying to solve by possibly combining them.

This was the post that got me thinking about it when I googled - thought it might be helpful to have a lead and company score on a contact when passing them on to sales.

I'm a Hubspot newbie compared to most people so I could be thinking about this completely wrong. 
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Jessica Palmeri
So I did a few experiments in my test portal, and I'm not sure a company-based scoring property is really going to accomplish what you're looking for.

As you see in the screenshot below, you can use information from associated contacts to build the score, but HubSpot defaults the logic to be "at least one associated contact has xyz..."
"At least one associated Contact has average page views equal to 10"
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So you can't necessarily "aggregate" the page views of multiple contacts if they're all associated with the same company. HubSpot is just going to look at the contact with the highest average page views. If one contact out of 1,000 is engaged enough to meet that criteria, the points will be added to the company-level scoring property.

Instead, I would recommend looking into HubSpot's account-based marketing tools. Here's a knowledgebase article with a quick overview of how to set them up, and a helpful HubSpot Academy course that goes into the strategy behind this approach.

Let me know what you think!  
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Lex Russell
Ahhh this makes so much sense! 

Thank you so much for taking the time to play around in there and help me out!! I had done the same thing and somehow missed that it wouldn't add the views/scores together - which I think was why I was confused with the scores it was putting out.

& I'll definitely check out the ABM tools - I know our CMO had looked into them quite a bit but she recently left for another company so it's probably worth me looking into now! 

Thank you  Jessica Palmeri !!!! 
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Adam Stahl
Though we have lead scoring *setup*, it's outdated and we don't use it currently. We've transitioned to a simpler setup at the moment.

That said, I've always struggled with this because sometimes there's properties about a Contact that makes them a better fit/score for us whereas sometimes there's aspects about the Company that make it a better fit.

For example, we have a specific geographic range for our services. This can get clunky when scoring because we don't typically capture a lead's State immediately at the top of the funnel, but a Company record always has State populated. Or we're relying on Contact IP State which could be wildly different than their Company State/HQ.

I'm curious to see how others have handled it because the way our process works from a prospecting standpoint is we usually start by identifying a company (when it's not an inbound lead) then the appropriate lead within that company. So the flow of scoring Company then Contact seems to flow more naturally with the way we currently go about things.
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Jessica Palmeri
Hey Adam Stahl -- I think what you're after is possible with standard contact-based scoring properties.

You can pull in associated company information to look at the state where the associated company is headquartered. As long as you trust that that company property is accurate, it would increase the contact-based score accordingly! 
Screen Shot 2021-06-10 at 5.06.11 PM.png
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Adam Stahl
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