How to Use Hubspot AI Lead Scoring Step by Step

Hubspot now offers an AI lead scoring beta that helps you prioritize contacts automatically so sales and marketing teams can focus on the most promising leads.

This guide walks you through enabling the beta, understanding requirements and limitations, and using AI scores effectively in your Hubspot account.

What Is Hubspot AI Lead Scoring?

AI lead scoring uses machine learning to predict how likely your contacts are to become customers. Instead of manually building complex rules, Hubspot analyzes your existing data and assigns a 0–100 score to eligible contacts.

The AI model looks at patterns in:

• Contact properties and behavior
• Company information and associations
• Historical conversion outcomes

The result is a score that helps teams decide who to call, email, or nurture first.

Requirements to Use Hubspot AI Lead Scoring

Before you can turn on the feature, your CRM setup in Hubspot must meet specific beta requirements.

Account and data requirements in Hubspot

• Your account must have access to the AI lead scoring beta.
• You need at least a minimum number of contacts (the beta may require a threshold so the model can learn).
• You need a meaningful history of closed-won and closed-lost deals associated to contacts.
• Your data should be relatively clean, with consistent deal stages and lifecycle stages.

If your account does not yet qualify, you may see a message in the lead scoring area explaining why AI scoring is unavailable.

Limitations of the current Hubspot beta

• AI scores are available only for contacts, not other object types.
• You cannot fully customize the predictive model; it is trained automatically.
• Scores may be unavailable or unstable right after you join the beta while the model trains.
• The feature may change as Hubspot iterates during the beta program.

How to Enable AI Lead Scoring in Hubspot

Once your account is eligible, you can enable AI lead scoring from your settings. Follow these steps carefully to activate the beta tool in Hubspot.

Step 1: Open properties settings

1. Sign in to your Hubspot portal.
2. Click the settings gear icon in the main navigation.
3. In the left sidebar, go to Properties.
4. Confirm you are viewing the Contact object.

Step 2: Locate lead scoring properties

1. Use the search bar to look for “Score” or similar scoring properties.
2. Locate the AI lead score property made available by Hubspot (the exact name may be labeled as an AI or predictive score).
3. Open the property details to review its description and behavior.

Step 3: Turn on AI scoring

1. In the AI score property details, look for an option to enable or join the beta.
2. Confirm the prompt that explains how Hubspot will train the model.
3. Save your changes and allow time for scores to be generated.

Model training may take some time depending on the amount of data in your Hubspot account. During this period, scores might appear gradually across your contact records.

Understanding AI Scores in Hubspot

After activation, each eligible contact will receive a score between 0 and 100 in the designated Hubspot AI score property.

How scores are calculated

The model analyzes patterns in your historical data to identify which factors correlate with successful conversions. These can include:

• Engagement signals (email opens, clicks, form submissions)
• Firmographic data such as company size or industry
• Lifecycle, deal stage, and pipeline outcomes

Because this is an AI-driven model, the exact weight of each factor is managed automatically by Hubspot and cannot be manually edited.

How to interpret score ranges

You can define your own ranges for what a high, medium, or low score means. A common approach is:

• 80–100: Very high priority leads
• 50–79: Nurture-ready or marketing-qualified leads
• 0–49: Early-stage contacts or lower priority leads

Use these ranges to inform workflows, lists, and reporting structures inside Hubspot.

Using Hubspot AI Scores in Your Daily Workflows

Once scores are live, you can integrate them into sales and marketing processes to get more value from Hubspot.

Create filtered views by Hubspot AI score

1. Go to your Contacts index page.
2. Click Table actions (or similar) and customize columns.
3. Add the AI score property so it appears in your main table.
4. Filter contacts by score range to build focused views for reps.

These views help sales teams see which contacts to prioritize each day.

Build lists using Hubspot AI lead scores

1. Navigate to Lists within your Hubspot marketing tools.
2. Create a new active list.
3. Add a filter where the AI score is greater than or equal to your target threshold (for example, 70).
4. Use this list as a source for campaigns, ads, or workflows.

Lists let you trigger specific messaging for high-score versus low-score segments.

Automate workflows with AI scoring

1. Open the Workflows tool in Hubspot.
2. Create a contact-based workflow.
3. Set an enrollment trigger using the AI score property (for example, score crosses above 80).
4. Add actions such as internal notifications, task creation, or enrollment in an email sequence.

Automation ensures that when a lead becomes hot, the right person is alerted and next steps are executed on time.

Best Practices for Reliable AI Lead Scoring in Hubspot

To get accurate and stable scores, you need clean data and consistent processes across your Hubspot CRM.

Maintain clean contact and deal data

• Regularly deduplicate contacts and companies.
• Ensure deals are associated to the correct contacts and companies.
• Update deal stages accurately and close deals as won or lost promptly.
• Standardize property values (for example, job titles, industries, lifecycle stages).

The better your data hygiene, the more reliable the AI scoring will be inside Hubspot.

Review and iterate on how you use scores

• Monitor conversion rates by score range monthly.
• Adjust thresholds for what you consider high or low scores.
• Refine views, lists, and workflows based on performance data.
• Share feedback with your internal team about any anomalies.

While you cannot directly edit the model, you can keep improving how your organization acts on the scores generated in Hubspot.

Troubleshooting Hubspot AI Lead Scoring

If something does not look right with scores or the feature is unavailable, there are a few key checks you can perform.

AI scores not appearing

• Confirm that your account is enrolled in the beta and that AI scoring is enabled.
• Check whether the training period is still in progress.
• Verify that contacts are associated with deals and that you have enough historical data.

Scores seem inaccurate

• Audit recent deals for incorrect stages or missing associations.
• Look for incomplete or outdated contact properties.
• Allow time for the model to retrain if your sales process recently changed.

If problems persist, consult the official documentation from Hubspot at this AI lead scoring help article or contact support.

Next Steps: Improve Your Overall Hubspot Strategy

AI lead scoring is just one part of a high-performing CRM strategy. To maximize results, connect it with better segmentation, content, and automation across Hubspot.

If you need help designing an end-to-end lead management strategy, you can explore consulting resources such as Consultevo for broader CRM and marketing guidance.

By following the steps in this guide and maintaining clean data, you can confidently use Hubspot AI lead scoring to prioritize leads, streamline sales workflows, and drive more revenue from your existing contacts.

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