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What is HubSpot's Predictive Lead Scoring?

Learn about HubSpot's predictive lead scoring and how it will help your team prioritise which leads to create relationships with.

Using predictive machine learning algorithms, HubSpot analyses your customers and industry customer sets to determine the probability that your open contacts will close as customers within 90 days.

HubSpot makes these calculations by looking at a few data points. Your predictive lead score will be based off demographic information contained in standard contact properties, HubSpot Insights about the contact’s company, information about your business and HubSpot account, and interactions logged in the HubSpot CRM, such as tracked email clicks, meetings booked, calls made, web analytics data, marketing email interactions, and form submission events.

The Likelihood to close and Contact priority properties allow you to analyse and segment your contacts based on this predictive lead scoring model.

The Likelihood to close property is a score that represents the percentage probability of a contact closing as a customer within the next 90 days. For example, contacts with a close probability value of 22 have a 22% chance of becoming a customer in the next 90 days.

The Contact priority property represents four equally sized tiers of your contacts. Each tier represents the value based on close probability.

  • The Very High, High, Medium and Low categories will each contain 25% of your contacts based on the Likelihood to close score, with the Very High category applying to the top 25% of scores.

  • The Closed won category applies to contacts whose lifecycle stage is Customer.

  • Because the categories are relative groupings, the range of scores in each category may shift over time. If you have a newer HubSpot account, you may see lower scores in the top tier. As more data accumulates on your contacts and customers over time, you may see higher scores in the top tier. 

Using these calculations, you can have conversations across teams about which leads should be prioritised to create relationships, as these calculations show you how interested those contacts are in creating that relationship with you.