B2B vs B2C Lead Scoring: How to Build the Right Model in HubSpot

Lead scoring is one of the most effective ways to prioritise prospects in HubSpot. But here’s the catch — B2B and B2C companies shouldn’t use the same approach. While the mechanics of lead scoring (assigning points based on fit and engagement) are the same, the criteria, speed, and intent behind B2B and B2C leads are very different.

Understanding those differences is key to building a scoring model that actually works — and drives more conversions. Let’s break down the differences, what to prioritise in each model, and when a hybrid approach makes sense.

Key Differences Between B2B and B2C Lead Scoring

B2B Lead Scoring: What to Prioritise

In B2B, a lead is rarely just one person. You’re often targeting entire accounts, and your scoring should reflect both company-level fit and contact-level engagement.

What to include:

1. Company Fit Criteria:
   • Industry (e.g. tech, finance)
   • Company size (e.g. 50–500 employees)
   • Revenue or location
2. Contact Fit Criteria:
   • Job title (e.g. “Marketing Director” gets +20, “Intern” gets -10)
   • Seniority level or department
3. Engagement Signals:
   • Viewed pricing page
   • Attended a webinar
   • Requested demo
   • Multiple contacts engaging from the same company 

How to use it:

• Trigger sales alerts when high-fit leads reach a threshold
• Assign to reps by territory or vertical
• Prioritise warm accounts for outreach sequences

B2B scoring is about long-term potential — so structure your model to identify high-fit accounts with active interest.

B2C Lead Scoring: What to Prioritise

B2C scoring is faster, lighter, and based almost entirely on personal behaviour. You don’t need to assess company fit — the individual is the buyer.

What to include:

1. Behavioural Engagement:
   • Website visits (e.g. 3+ product page views)
   • Added to cart but didn’t buy
   • Repeated email clicks
   • Abandoned checkout
2. Basic Fit (if applicable):
   • Age or location (if relevant to offer)
   • Customer type (new vs returning)

How to use it:

• Enrol high-engagement leads into time-sensitive offers
• Trigger retargeting ads or promo emails
• Use score to segment by purchase readiness

B2C scoring is all about timing and volume — identify who’s ready now, and automate the rest.

Can a Hybrid Model Work? (Yes, Sometimes)

If you're in a grey zone — like a training centre, SaaS product with both individuals and teams, or a B2B2C setup — a hybrid model makes sense.

How to handle it:

• Score individuals based on engagement, and
• Add light fit qualifiers like industry or company type

You can also create separate lead scoring models in HubSpot using custom properties — one for B2C leads, one for B2B buyers.

The worst mistake you can make is copying a scoring model that doesn’t match your business.

1. If you're B2B, and you’re not factoring in company-level fit — you’re missing the big picture.
2. If you're B2C, and you’re waiting for people to download whitepapers — you’ll never move fast enough.
3. And if you’re hybrid, your model should reflect that nuance.
   

Ready to enhance your lead scoring strategy? Contact Woven today and let our HubSpot experts help you implement a customised lead scoring model that boosts sales and drives growth.