HubSpot contact scoring die sales begrijpt

Sales negeert je lead score volledig. Waarom?

Het systeem is te complex, heeft te veel criteria, en niemand snapt wat “67 punten” eigenlijk betekent.

Zo fix je het.

Het probleem met punt-systemen

Je hebt een model met 20+ criteria:

• Website bezoek = 5 punten
• Email geopend = 2 punten
• Whitepaper download = 10 punten
• LinkedIn connect = 3 punten
• etc.

Een contact krijgt score 73, en sales vraagt: “Is 73 goed?”

Jij antwoordt: “Uhh… gemiddeld?”

Het resultaat? Sales belt niemand.

Wat wel werkt: 3 ja/nee vragen

Stop met punten en start met simpel.

Vraag 1: Fit - Is dit ons ideale klantprofiel?

• Juiste bedrijfsgrootte
• Juiste industrie
• Juiste rol

Vraag 2: Intent - Zoeken ze nu actief?

• Demo aangevraagd
• Pricing bekeken
• “We zoeken een oplossing” in formulier

Vraag 3: Budget - Kunnen ze betalen?

• Bedrijf heeft funding/omzet
• Niet: freelancers of studenten

3x Ja = Hot lead. 2x Ja = Warm. 1x Ja = Cold. 0x Ja = Disqualified.

Simpel, en sales snapt het direct.

De HubSpot setup

Stap 1: Maak de scoring properties

Settings → Data Management → Properties → Create property

Property 1: scoring_fit

• Object: Contact
• Field type: Dropdown
• Options: Ja, Nee, Onbekend
• Default: Onbekend

Property 2: scoring_intent

• Object: Contact
• Field type: Dropdown
• Options: Ja, Nee, Onbekend
• Default: Onbekend

Property 3: scoring_budget

• Object: Contact
• Field type: Dropdown
• Options: Ja, Nee, Onbekend
• Default: Onbekend

Property 4: lead_temperature (calculated)

• Object: Contact
• Field type: Dropdown
• Options: Hot, Warm, Cold, Disqualified, Unknown
• Default: Unknown

Stap 2: Workflow 1 - Fit bepalen

Settings → Workflows → Create workflow

Name: “Scoring: Determine Fit”

Trigger: Contact created OR Contact property changed

Actions:

IF Company > Number of employees is between 10 and 500
AND Company > Industry is one of [B2B SaaS, Technology, Professional Services]
AND Contact > Job title contains [Manager, Director, VP, Head, C-Level]
THEN Set property "scoring_fit" = "Ja"

ELSE
Set property "scoring_fit" = "Nee"

Pas aan voor jouw ICP:

• Bedrijfsgrootte: wat werkt voor jou?
• Industrie: jouw target sectors
• Rol: wie koopt bij jou?

Stap 3: Workflow 2 - Intent bepalen

Create workflow: “Scoring: Determine Intent”

Trigger: Contact property changed OR Form submission

Actions:

IF Form submission type is "Demo Request"
OR Form submission type is "Contact Sales"  
OR Page view URL contains "/pricing"
OR Contact > Lifecycle stage is "Marketing Qualified Lead"
THEN Set property "scoring_intent" = "Ja"

ELSE IF Last page viewed is more than 30 days ago
THEN Set property "scoring_intent" = "Nee"

ELSE  
Set property "scoring_intent" = "Onbekend"

High intent signalen:

• Demo form submit
• Pricing pagina bezoek
• “We zoeken nu een oplossing” in bericht
• Call geboekt

Low/no intent:

• Whitepaper download (niet genoeg)
• Blog bezoek (educatie, niet koop)
• Email open (te passief)

Stap 4: Workflow 3 - Budget bepalen

Create workflow: “Scoring: Determine Budget”

Trigger: Company associated to contact OR Company property changed

Actions:

IF Company > Annual revenue > $1M
OR Company > Funding is known
OR Company > Number of employees > 50
THEN Set property "scoring_budget" = "Ja"

ELSE IF Company > Number of employees < 5
AND Company > Annual revenue is unknown
THEN Set property "scoring_budget" = "Nee"

ELSE
Set property "scoring_budget" = "Onbekend"

Budget indicators:

• Recent funding round

• 50 employees (hebben budget voor tools)

• Revenue >$1M
• Bestaande tech stack (betalen al voor tools)

No budget indicators:

• Freelancers
• Studenten
• Bedrijven <5 mensen zonder funding
• Non-profit (check eerst)

Stap 5: Workflow 4 - Temperature berekenen

Create workflow: “Scoring: Calculate Temperature”

Trigger: Contact property changed (any of the 3 scoring properties)

Actions:

IF "scoring_fit" = "Ja" 
AND "scoring_intent" = "Ja"
AND "scoring_budget" = "Ja"
THEN 
  - Set property "lead_temperature" = "Hot"
  - Send internal notification to sales
  - Create task: "Call within 4 hours"

ELSE IF Count of "Ja" = 2
THEN
  - Set property "lead_temperature" = "Warm"  
  - Assign to sales queue
  - Create task: "Call within 24 hours"

ELSE IF Count of "Ja" = 1
THEN
  - Set property "lead_temperature" = "Cold"
  - Add to nurture workflow
  - Do NOT assign to sales yet

ELSE
  - Set property "lead_temperature" = "Disqualified"
  - Send polite rejection email
  - Remove from all sequences

Stap 6: Sales notificaties

Add to “Hot lead” branch:

Action: Send internal email

To: {{contact.owner.email}} OR sales-team@bedrijf.nl

Subject: ”🔥 Hot lead: {{contact.firstname}} {{contact.lastname}}”

Body:

Hot lead assigned:

Name: {{contact.firstname}} {{contact.lastname}}
Company: {{contact.company}}
Email: {{contact.email}}

Why hot?
✓ Fit: {{contact.scoring_fit}} ({{contact.jobtitle}} at {{contact.company}})
✓ Intent: {{contact.scoring_intent}} ({{contact.recent_conversion_event_name}})
✓ Budget: {{contact.scoring_budget}} ({{contact.numberofemployees}} employees)

View contact: [Link]

Call within 4 hours!

Optional: Slack notification

Als je Slack integratie hebt:

Send to: #sales-hot-leads
Message: 🔥 Hot lead! {{contact.firstname}} at {{contact.company}} - @{{contact.owner}}

Stap 7: Views maken voor sales

Contacts → Views → Create view

View 1: Hot Leads

• Filter: Lead temperature = “Hot”
• Filter: Contact owner is known
• Sort: Create date (newest first)

View 2: Warm Leads

• Filter: Lead temperature = “Warm”
• Filter: Last contacted date is unknown OR more than 3 days ago
• Sort: Create date (newest first)

View 3: Unscored Leads

• Filter: Lead temperature = “Unknown”
• Filter: Create date is less than 7 days ago
• Note: Als leads na 7 dagen nog “Unknown” zijn → iets klopt niet met data

De criteria verfijnen

Data analyseren

Na 1 maand, check:

Report 1: Conversion per temperature

• Hot leads → Closed won rate
• Warm leads → Closed won rate
• Cold leads → Closed won rate

Als Hot leads <30% conversion hebben → criteria zijn niet streng genoeg.

Als Hot leads >80% conversion hebben → criteria zijn te streng, je mist leads.

Sweet spot: 40-60% conversion van Hot leads.

Report 2: Criteria breakdown

Welke combinatie werkt best?

• Fit=Ja, Intent=Ja, Budget=Nee → Converteren ze?
• Fit=Ja, Intent=Nee, Budget=Ja → Converteren ze na nurture?

Adjust workflows accordingly.

Common mistakes

#1: Te veel “Ja” criteria voor Intent

Fout:

IF Email opened OR Page viewed OR Form submitted
THEN Intent = Ja

Te breed. Email open is geen intent.

Goed:

IF Demo requested OR Pricing viewed OR "Contact sales" clicked  
THEN Intent = Ja

#2: Budget based op persona, niet bedrijf

Fout:

IF Job title = "Director"
THEN Budget = Ja

Een Director bij een 3-persoons startup heeft geen budget.

Goed:

IF Company > Employees > 50 AND Job title contains "Director"
THEN Budget = Ja

#3: Fit te breed definiëren

Fout: “Alle B2B bedrijven = Fit”

Te breed. Je krijgt te veel “Hot” leads die niet converteren.

Goed: “B2B SaaS, 50-500 FTE, VP+ level = Fit”

Specifiek. Je mist misschien volume, maar leads converteren beter.

Advanced: Re-scoring

Leads veranderen. Intent kan dalen. Budget kan verdwijnen.

Workflow: Re-score on inactivity

Trigger: Last page view date is more than 60 days ago

Action:

IF "scoring_intent" = "Ja"
THEN Set "scoring_intent" = "Nee"
Reason: No activity in 60 days = no intent anymore

Dit update automatisch de temperature van Hot → Warm of Warm → Cold.

Workflow: Re-score on company change

Trigger: Company property changed (employees, revenue, funding)

Action: Re-run fit and budget workflows

Example: Bedrijf groeit van 40 naar 80 employees → Budget verandert van Nee naar Ja.

Integration met sales proces

In deal pipeline

Wanneer deal wordt aangemaakt:

Workflow: Copy scoring to deal

Trigger: Deal created from contact
Action: 
  - Copy "lead_temperature" to deal property
  - Copy "scoring_fit" to deal property
  - Add note: "Lead scored as {{contact.lead_temperature}}"

Sales ziet in deal: “Dit was een Hot lead” → verhoogde urgency.

In reporting

Dashboard widget: Hot leads this month

• Metric: Count of contacts where temperature = “Hot”
• Date range: Created this month
• Goal: X hot leads per month (based on conversion targets)

Dashboard widget: Score accuracy

• Metric: % of Hot leads that convert to Closed Won
• Target: >40%
• If <40%: criteria te ruim
• If >70%: criteria te streng

Klaar

Je hebt nu:

• 3 simpele scoring criteria (Fit, Intent, Budget)
• Automatische temperature calculation
• Sales notificaties voor hot leads
• Views voor sales team

Sales weet nu:

• Welke leads NU bellen (Hot)
• Welke leads opvolgen deze week (Warm)
• Welke leads laten nurturing (Cold)

Geen verwarring meer over punten. Gewoon ja/nee.

Volgende stap: Monitor conversion rates. Pas criteria aan tot Hot leads 40-60% converteren.