Simple Company Score in HubSpot [Member Request]

In this HubSpot tutorial, we answer a member request and show you how to score a company in several different ways. We share the foundational ingredients you will need and the tips and potholes to watch out for along the way. We hope this tutorial shows you exactly what you need or, allows you to build your own custom option from the lessons learned.

Like many things in HubSpot, there are many ways you can achieve the results you are looking for. If you have questions about this tutorial or topic, please reach out and let us know.

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About the Expert

George B. Thomas

George B. Thomas is an Inbound Marketing Marketer, Video Jedi and HubSpot Certified Trainer with more than 25 years of sales and marketing experience. He leads the Impulse Creative crew in HubSpot certifications with 19 including Inbound, Email, Contextual, and Content Marketing.

George utilizes his love of teaching and learning to help companies find their way to growth via workshops, speaking engagements, business audits, and of course, Sprocket Talk.

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Full Transcript

What's up sprocket tears? It's your boy George V. Thomas. And today we're gonna talk about a custom asked tutorial. That's right, we love answering questions. And part of being a premium member is being able to ask for these custom tutorials. So today, we're actually going to be answering the question, if we wanted to set a positive attribute for company names that are found in a list, where would we need to store that list, we're going to talk about all the things that you need to have in place, we're going to talk about how there's multiple ways that you can actually achieve this. And we're going to show you a way that you could do it or we'll set your mind set for the framework that you actually need to build in your portal for the thing that you're trying to do. So this is yes, you could do it this way or that way. And it's also a, this might actually show you how to do it a different way. As you watch it, you'll see what I mean, as we get into this tutorial, let's go ahead and run that bumper and get into the good stuff. Alright, so what I want to say first is depending on what HubSpot hub you have, you need to do some research to the ABM account based marketing features that you may already have. We mentioned some In this tutorial, but do your research for that first, and then depending on what you have or don't have, this tutorial is going to help you lay out a framework of different things that you can do to help score actual companies that you may be targeting to see if we want to bring them up or bubble them up to the top. So let's go ahead and dive into the HubSpot hub and get this tutorial going. So like many things in HubSpot, there's actually multiple ways that you can achieve what we're trying to achieve today. Now the first thing you can do is you could create a static list in this case, we've called this list ABM score this company and this is for sprocket talk, of course the st. And what this allows us to do is physically or digitally physically add people to this list. So for instance, I could come over to this contact, which happens to be me, I could go over to the list membership. And I can then come over here and manage lists and add to list and I could simply say ABM and find the ABM score this company sprocket talk, and I can add me to that list. Now once I've done that, and I refresh this screen, what I should be able to see is that I'm now in this list. So the next step would be since I have said company or said person from company in the list, I could go over to the actual property for scoring. And I could add a new scoring set here. And I could simply say list membership. And again, I could search for ABM score this company sprocket talk, and I could then go ahead and edit the amount of points that I want to give. Now at the time of this recording company lists are not in the ability to set a HubSpot score. But you can have a contact property or a static list is to set that now one thing I'll also say is notice this is based off of the contact, which because we're using the contact variable to score the company. But we're gonna dive into company lists and also company scoring here in a hot second. However, this way, it's not that flexible. Or maybe you want more flexibility to the score that you would give this company because well, not all companies are built the same look, let's face it, not all companies are the same and probably shouldn't be scored the same. So why would you give like a static 25 points for every company that you want to target versus having the flexibility to do something like 2550 or 75 for a somewhat fit and a really great fit. So what we have here is a custom property company property that we've built. In this case, we're calling it score this company, you could call it anything you want. But we're giving ourselves some flexibility or granularity where we're saying it's 25 points, 50 points, or 75 points because all companies are not built the same when it comes to ABM. Now one thing to remember if you really want to make this super sleek and work hand in hand, so no matter if your rep is on a contact level or a company level, you can create a workflow that you could have a score this company as a company property, and a score this company as a contact property. And no matter where they set it, it just works. What this allows us to do is then come back into the company record. And we can actually add this as a default, or we can search in here and we can say

score

this company. And so now what we can do is we can drop down and we can give that company 25 points, 50 points, or 75 points. So in this case, we'll give 50 points and we'll hit Save. Now there's a couple of amazing things about what would happen next or what could happen next. And that is one we can come into lists and we can actually create a list a company based list and we can say next and we could say something like company score. 25 points. And now we can say company property score, this company is any of 25 points, and we can hit apply and save. And of course, then we could clone this a couple more times and simply make this the 50 points and the 75 points course changing our rule here to the 50, and then updating, filter and save. So you get the idea, we now would have three different lists that we would have companies score 2550, or 75. So why is that important, because you might want to actually automate a message to the contacts of the company based on that score, you may talk differently to a company who scores 25, or 75. But at least at the end of the day, you're going to have these segmented lists that you can fire off workflows and communication if need be. Now in the scoring, what we can do is we can actually do a company property, and we can simply look for score, and we would be able to then do score this company, and we'd be able to say is any of 25. And now we could come up here, and we could change the score to 25. And we would hit set. And we would apply this filter. And of course, we could repeat this with one that's 50 in one that's 75, again, giving us the flexibility. So we have lists for lists segmentation sake, and we have property fields for scoring sake. And now if we want to talk to companies who have 25 points, 50 points or 75 points differently, or we want to do some type of workflow based off of 25 5075. We can do that and easily view those folks. Or we also are then building our score, which in this case was HubSpot score. But remember, inside of HubSpot, you can actually do multiple scores, which you might be wondering why he would do something like that. Let me restate that. You can have multiple scores in HubSpot. And so of course, I'm showing this with HubSpot score. But you may base your entire architect around a different score property that you can create. So what we've shown you is yes, how you could do it, or it's the foundational learnings of how you're going to do it as you move forward. But why would you want to have multiple scores? Well, let's think there's fit versus interest that you might actually want to score against. There's also the fact that you may want to have multiple personas or persona types or ideal client profiles that you may want to score against or hack. You may even want to do new business versus upsells. And then you're going to want to have different scores for that as well. Look, there's a lot of different reasons why you might want to have multiple scores inside of your HubSpot hub. But also don't forget that HubSpot has some other ABM fields like targeted accounts, which you could set to true and false. And that might be some way that you would be building a list or also adding some type of score with that definitely dig into HubSpot ABM features, if you have them, we'll put some links down below in the description or build a system based off of lists and company properties to do exactly what you're trying to do with your ABM efforts or your scoring efforts. That's right, this whole question was about how do you give a score and where should that list be. And as you can see, it's maybe multiple lists and a custom property and a scoring field. And look, it can get complex but hopefully these elements that we've shown in this tutorial, give you the pieces for your own recipe to success when it comes to account based marketing, to scoring companies and to being able to use HubSpot to really grow your business in the way that you want to grow it. Hey, remember to check the links below for any other helpful articles that we've added. And make sure you remember to be a happy, helpful, humble human. And of course, let's continue to do some happy hub spotting together.