HubSpot Lead Scoring Implementation: Multi-Layer Framework Case Study

 

Client Overview

In October 2025, we partnered with a B2B technology company that was struggling with outdated lead qualification methods, which created friction between the Marketing and Sales Teams.

Their marketing team was celebrating high MQL counts — but Sales saw a different story: poor lead quality, low conversion rates, and wasted effort.

The client was still qualifying leads based on traditional engagement signals, such as form fills, email clicks, and webinar registrations — even though modern buyers now self-educate, engage across multiple channels, and display intent long before submitting a form.

The disconnect between how buyers make purchasing decisions and how the client measures readiness has created a significant gap in pipeline quality.

 

Key Challenges

 

• Outdated Lead Qualification Signals – The client was relying on traditional metrics (form fills, email clicks, webinar sign-ups) that no longer reflected genuine buying intent in today’s research-driven buyer journey.
• Inflated MQL Counts – Low-intent activities were inflating MQL numbers, creating a false sense of pipeline health and draining marketing resources.
• Poor Sales Conversion Rates – The gap between marketing-qualified and sales-ready leads led to low conversion rates and strained Marketing–Sales alignment.
• Unproductive SDR Time – SDRs were spending significant time chasing leads that weren’t actually ready to buy, leading to burnout and inefficiency.
• Frustrating Marketing-Sales Handoff – Without a shared definition of “qualified,” the handoff between teams created tension and inconsistent follow-up.
• Lack of Intent Recognition – All engagement was treated equally — there was no distinction between light browsing and deep evaluation behavior.

 

Our Approach

To solve these issues, we redesigned the MQL qualification model by implementing a multi-layered scoring system in HubSpot that combined firmographic fit, behavioral engagement, and intent signals.

 

Multi-Layer MQL Scoring in HubSpot

1. ICP Fit Scoring (Firmographic + Demographic)

We defined the ideal customer profile (ICP) as the foundation for qualification. Each contact was scored based on:

• Company size and industry fit
• Buyer role and seniority level
• Geographic region
• Tech stack compatibility
• TAM account tagging

This ICP score now serves as the gatekeeper, determining whether a lead should even enter the funnel before any engagement scoring is applied.

 

2. Enhanced Engagement Scoring with HubSpot’s New Scoring Model

 

We replaced the outdated single-signal point scoring with a multi-dimensional scoring system powered by HubSpot’s latest engagement capabilities. The new framework combined fit + behavior + intent, moving away from low-intent metrics like email clicks toward signals that reflected true buying readiness.

• High-Intent Digital Behavior: Visits to pricing, demo, and comparison pages; product pages; technical documentation.
• Conversation-Driven Intent: Live chat triggers, bot interactions, replies to SDR outreach.
• Engagement Depth: Webinar attendance and content watch-time, not just registration.
• Conversion-Ready Signals: High-value CTAs like “Book a demo,” calendar interactions.
• HubSpot AI-Enhanced Signals: AI-weighted engagement patterns recognizing research sequences.

In this model, “engaged” means active evaluation and comparison — not casual browsing.

 

3. SAL Layer + SLA Compliance

• SDRs must accept or reject MQLs within the defined SLA
• Auto-task creation for timely follow-up
• 7-hour SLA for initial response
• Escalation alerts for inaction within 24 hours of inactivity
• Recycle logic automatically routed not-ready leads for re-nurture

This process ensured both Marketing and Sales operated on shared timelines and definitions.

 

Results After 90 Days

 
 

The client successfully transitioned from volume-driven marketing to quality-driven pipeline generation. The upgraded system replaced low-intent action-based scoring with a modern, behavior-driven pipeline engine powered by HubSpot’s latest engagement scoring capabilities.

• Significantly improved MQL quality
• Faster and more effective lead response times
• Shared ownership and accountability for revenue generation

 

Conclusion

By combining ICP fit with HubSpot’s AI-enhanced engagement scoring, we helped the client move beyond outdated qualification methods and align around how buyers actually buy today.

• A smarter, more predictive pipeline
• True Marketing–Sales alignment
• Sustainable growth rooted in buyer intent

This engagement marked a pivotal shift — from counting leads to understanding intent, and from pipeline volume to pipeline quality.