Lead Scoring in HubSpot
Learn to Navigate One of HubSpot's Most Powerful Tools
HubSpot’s making a big change to scoring — are you ready?
Come August 31, 2025, the original Lead Scoring and Likelihood to Close properties are going away. In their place: Customer Score and Lead Score.
When I first heard about this shift, I had questions. A lot of them.
So I started talking to smart people. Digging into the new tools. Exploring what works, what doesn’t, and what it means to rethink scoring in HubSpot from the ground up.
This video series is the result.
We cover how to use the new scores, what to watch out for, and how to navigate the trade-offs — because yes, there are a few.
If you’re looking to get ahead of the change (without the guesswork), you’re in the right place.
Need some additional hands-on support before HubSpot's sunset? Check out my Lead Scoring Collective starting July 1st — designed to help you rebuild scoring before the deadline!
4 - August, 2025
Lead Score Showdown: Leads in Limbo — Nurture, Nudge, or Leave Them Alone?
In this episode of Lead Score Showdown, Casey (lead score evangelist) and Chris (lead score skeptic) face off on how to handle leads stuck in the “limbo” zone. This one’s for the demand gen folks, marketing ops teams, and HubSpot nerds wondering how to make the most of those in-between moments.
4 - August, 2025
🎯 Lead Scoring Lab: Building + Using a Lead Score Matrix
In this demo, Zohray Brennan walked us through how she builds a Lead Score Matrix and then creates actionable lead buckets inside HubSpot (and beyond). Whether you’re looking to clean up your MQLs or turn your lead score into something sales and marketing can both use, this session will show you how.
21 - July, 2025
Lead Scoring Lab: How to Score Smarter When You Sell More Than One Thing
Not all lead scoring setups are created equal — especially when your business sells multiple products, serves multiple audiences, or juggles multiple sales cycles. In this session, we dive into what it actually takes to build scalable, segmented scoring that works across complex GTM motions.
21 - July, 2025
Gated Content: Still Worth Points? Or Just a Vanity Metric?
Is that eBook download a real signal of buyer intent — or just someone collecting freebies? In this episode, Chris and I are going head-to-head on a hot topic: Should gated content still contribute to your lead scoring model in 2025?
14 - July, 2025
🎯 Lead Scoring Is Broken — Should We Even Fix It?
Chris Carolan joins me for a fast-paced, no-fluff conversation to debate whether lead scoring still has a role in a modern RevOps strategy and how HubSpot’s new scoring tools change what’s possible (if you decide to score).
14 - July, 2025
Lead Scoring Lab: When Math Meets Strategy
Sarah Lane-Hawn (Lane-Hawn Consulting) joins me as we walk through a client scenario where traditional lead scoring completely failed. Sarah had to get mathematical in a way I've never seen before - using strategic point allocation to force qualification requirements while maintaining prioritization flexibility.
7 - July, 2025
🚨 New in HubSpot: Deal Scoring
In this special 30-minute edition of Lead Scoring Monday, I’m joined by my friend Chris Carolan. We walk through the new Deal Scoring tool live and explore when deal scores are helpful, when they’re noise, and how to actually make them useful.
30 - June, 2025
What HubSpot’s New “Contains” Update Means for Your Scores
HubSpot dropped the new “contains” filter in the lead scoring app, and it's game-changing. Now you can auto-score engagement from any email or form with consistent naming. In this session, I cover what this means for your lead scoring setup and why naming conventions suddenly matter a lot.
16 - June, 2025
What’s the Deal with HubSpot’s New Engagement Score?
HubSpot’s new Engagement Score feature is here—and it’s changing the way we prioritize leads. In this episode, we'll walk through what the Engagement Score actually measures, how it differs from traditional lead scoring, and some easy ways to start using it today.
9 - June, 2025
What Happened to Negative Scores? HubSpot's New Scoring Tool Explained
Negative scores aren’t gone—but they definitely don’t work the same way. If you’ve been wondering why your disengaged contacts aren’t showing up with low scores anymore, or how to handle disqualification logic in the new system, this one's for you.
28 - April, 2025
Do You Really Need a Lead Score?
In this episode, I dove into when a simple list might do the job just as well (or better) than a lead score. Whether you don’t have access to the new HubSpot scoring tool (hello, Sales Hub users) or you’re just questioning if scoring is overcomplicating things, this convo is for you.
21 - April, 2025
Why I’m Still Using Calculated Score Properties (Even with New Scores)
In this episode, I share how I’m setting up scoring models today and why I’m not relying solely on the new combined scoring feature. I talk through how I separate out Contact ICP, Company ICP, and Engagement, and how combining them with a calculated score gives me way more flexibility and visibility.
14 - April, 2025
Unlocking the Full Potential of HubSpot Lead Scoring: Advanced Reporting
Danielle Urban joined me to explore how HubSpot’s new lead scoring tool is transforming marketing attribution and reporting. We dove into how Danielle is using lead scoring to track marketing's influence on deals, something that was challenging with the old system.
7 - April, 2025
How HubSpot Fixed (Some) Lead Scoring Pain—And What’s Still Missing
In this episode, I walk you through the biggest improvements in the new tool and what it means for your scoring strategy—think fewer workarounds and more built-in functionality. I also touch on the pain points that are still unresolved, and how I’m adapting to create scores that really work with the new tool.
17 - March, 2025
🔑 The #1 Lead Scoring Mistake? Relying on Dirty Data
I sat down with Klemen Hrovat, Co-founder of Sellestial, to dive into why bad data = bad lead scoring (and how to fix it), how automated LinkedIn contact enrichment ensures more accurate score, and best practices for keeping your CRM clean, enriched, and scoring-ready.
10 - March, 2025
How to Use HubSpot Scoring to Measure Customer Health 🩺
I teamed up with Emerson McCuin to show how you can use HubSpot’s scoring tools to measure and improve customer health. We covered what a Customer Health Score is and why it matters, how to use HubSpot scoring to track customer engagement, and key signals for a healthy vs. at-risk customer.
5 - March, 2025
🔄 HubSpot Scoring: Pinpoint the Right Time for Lead Reengagement 🔄
Trisha Merriam, Consultant and HubSpot expert, joined me in diving into how HubSpot's scoring tool identifies when dormant leads are ready for a second chance. Whether they’ve gone quiet for a few weeks or months, we’ll show you how to use scoring signals to track engagement and make informed decisions.
Watch More on LinkedIn
Want to dive deeper into Lead Scoring?
Check out the following episodes, only available on LinkedIn.
27 - February, 2025
🔢 Before You Build: Critical Questions for Lead Scoring Success
In this episode, I'm joined by Trisha Trisha Merriam. Trisha has built lead scores for companies of all sizes, industries, and growth stages. We broke down what she does before entering a single scoring criterion—because the secret to a useful score starts long before you open HubSpot.
24 - February, 2025
🔄 Migrating Lead Scoring in HubSpot: Live Rebuild & Optimizations
In this episode, I challenged myself by taking on a real lead score from the old tool and rebuilding it step by step in the new one. I wanted to show what carries over, what needs a workaround, and what we can actually improve.
17 - February, 2025
HubSpot Scoring: More Than Just Lead Qualification
In this episode, I walk through why lead scoring isn’t just for passing leads to sales—it can be a powerhouse for engagement tracking, ICP fit, and even company-level insights. If you’re only using scoring for sales handoffs, you might be leaving valuable insights on the table.
10 - February, 2025
HubSpot's Scoring Tool: How to Plan Your Score
In this episode, my friend Emerson McCuin comes along for a fun (and insightful) chat about all things lead scoring! We walked through the template Emerson built to plan lead scoring and shared our thought process behind setting up and testing a lead score.
3 - February, 2025
HubSpot's Scoring Tool: A Quick Walkthrough to Make Your Transition Easy
In this episode, I walk you through the exciting new features of HubSpot's Lead Scoring Tool and show you how to make the switch with confidence. I cover how to set up and optimize the new scoring properties, leverage advanced features like decay, exclusion lists, and score resetting, and more.
Who created this resource?
👋 Hi! My name is Casey Hawkins!
a HubSpot consultant and digital marketing strategist. I help businesses streamline their marketing systems, automate workflows, and get the most out of HubSpot.
Optimize, automate, and grow with expert HubSpot guidance.
