What to Do with Every Type of Lead Score in HubSpot

You’ve set up your lead scoring model in HubSpot. You’re tracking engagement. You’re qualifying for fit. But now what? Lead scores are only valuable if you act on them. The real power comes from understanding what each score combination means — and how your marketing and sales teams should respond.

In this article, we’ll break down the four types of leads based on their Fit and Engagement scores, and what your team should do with each one.

1. High Fit, High Engagement → Your Sales Team’s Priority

What it means:

These leads are your ideal customers and they’re actively showing buying intent. Think: A decision-maker from your target industry who’s downloaded a whitepaper, visited your pricing page, and signed up for a product demo.

What to do:

1. Route immediately to Sales.
   Use workflows to assign the lead and trigger real-time notifications.
2. Follow up fast.
   Speed matters — the sooner you respond, the more likely you’ll close.
3. Use high-conversion CTAs.
   Focus on demos, pricing consults, or case studies to help them decide.
4. Personalise your outreach.
   Reference their actions and role — they’re already engaged, don’t start cold.

These leads are why lead scoring exists. Don’t keep them waiting.

2. Low Fit, High Engagement → Nurture or Redirect

What it means:

This group is active — reading your blogs, opening emails — but they’re not your ideal customer. Maybe they’re too small, in a different region, or in a role that never buys your product.

What to do:

1. Send to low-effort nurture workflows.
   Share helpful content, tools, or templates without sales push.
2. Offer self-serve options.
   Think freemium, free trials, or webinars they can join on their own.
3. Redirect if needed.
   If you have partners or sister products that suit them better, point them that way.
4. Avoid using Sales resources.
   Save rep time for higher-fit leads — unless there's clear expansion potential.

These leads may never convert — but they can still become fans, sharers, or even future customers.

3. High Fit, Low Engagement → Wake Them Up

What it means:

These leads match your Ideal Customer Profile (ICP), but they haven’t taken much action. Maybe they filled out a contact form once. Maybe they’re just starting their research.

What to do:

1. Run re-engagement campaigns.
   Use their firmographic data to personalise emails — by industry, job title, or common challenges.
2. Try Account-Based Marketing (ABM).
   Target them with tailored ads, direct mail, or invite-only events.
3. Consider SDR outreach.
   Even if they’re not warm, the fit makes them worth a light-touch call or message.
4. Retarget them later.
   Add them to remarketing audiences if they visited your site.

This group may just need a nudge — or the right timing.

4. Low Fit, Low Engagement → Ignore or Disqualify

What it means:

They’re not a match, and they’re not interested. These leads might be students, competitors, irrelevant regions, or spam signups.

What to do:

1. Suppress them from sales alerts and workflows.
2. Tag as “cold” or disqualified.
   Don’t delete them — but don’t spend energy on them.
3. Exclude from reporting if needed.
   Avoid skewing your conversion metrics.
4. Optional: Use them for lookalike audience training.
   If you’re running ads, these can help train exclusions.

In short: No need to delete — just don’t chase.

Conclusion: Scoring Is Just the Start — Action Is What Closes Deals

Lead scoring isn’t magic — it’s a signal. What matters is how your team reacts to that signal. By defining clear playbooks for each type of lead (based on fit and engagement), you give your sales and marketing teams the clarity to move faster, smarter, and with more confidence.

So ask yourself: Do we know what to do when a lead crosses 60 points? Do we treat a student and a CFO differently — even if they visit the same pages? If not, it’s time to tighten your scoring strategy.

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.

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