HubSpot’s New Lead Scoring Tool: What You Need to Know About the Transition

If you’re a marketer using HubSpot, lead scoring is likely one of your most valuable tools. It helps you prioritize leads, align marketing and sales, and ultimately, drive more qualified conversions. But if you’ve been relying on HubSpot’s legacy scoring tool, prepare for a significant (but beneficial) change. 

HubSpot is officially transitioning to a new, more powerful lead scoring experience.

In this post, we’ll walk you through what’s changing, why it matters, and how you can make the switch seamlessly.

Why Is HubSpot Making This Change?

The legacy lead scoring tool had limitations that often required workarounds to meet growing marketing and sales needs. It was restricted to one default property (HubSpot Score) and any additional scoring needed to be created and maintained manually. Over time, these limitations made it harder for marketing teams to scale their scoring models or tailor them to specific needs.

HubSpot’s new lead scoring tool is designed to give marketers greater flexibility, customization, and control. You’ll now be able to create multiple scoring properties, tailor criteria to match specific workflows or personas, and integrate these scores into your automations and reporting.

Key Benefits of the New Lead Scoring Tool

Here’s what you can expect with the new scoring system:

1. Multiple Scoring Properties

Instead of relying on a single score for all contacts, the new lead scoring tool allows you to create new custom scoring properties, including:

• Engagement scores: Evaluate a contact's actions and interactions, i.e. visiting your website, subscribing to your newsletter, clicking a CTA, opening a marketing email, etc.

• Fit scores: Qualify contacts based on their demographic information through property values such as their age, job title, company size, or annual revenue

• Combined score (only available with Marketing Hub Enterprise): Combine the engagement and fit scores into one score

Having multiple scoring properties opens up new ways to segment, qualify, and nurture your leads.

2. More Granular Scoring Criteria

The new tool also gives you greater control over how you assign points. You can set up positive and negative scoring criteria based on behavior, contact properties, form submissions, email interactions, and more.

With the new scoring tool there are now different types of score limits and values:

• Criteria points: The number of points assigned to each individual property or event rule. Points can either be added to or subtracted from the contact’s score.

• Group limit: The maximum number of points for a specific group of criteria points. With the new tool you can group property values or contact's actions together. 

For example, you can create a scoring group that includes all things related to website interactions, i.e. number of website visits (10 points), completing a form (25 points), and watching an embedded video (15 points). If you assign a group limit of 50 points, that means no matter how many embedded videos or website views the contact completes, the max score they can receive for that group of actions is 50.

• Score limit: The maximum number of points for the contact’s overall score. Once a record reaches the score limit, no more points will be added to their score. A record's overall score is what appears as the value in the score property field.

NOTE: If you have HubSpot Marketing Hub Enterprise, the total score can be up to 500. Without Marketing Hub Enterprise, the total score will have a max of 100.

3. Improved Integration with HubSpot Tools

Lead scores can now be used more easily across your HubSpot instance, triggering workflows, setting deal stages, powering custom reports, and guiding handoff to sales. This makes your scoring model much more actionable.

4. Streamlined Management and Collaboration

Multiple team members can now create and manage different scoring models without affecting other scores. This reduces the risk of overwriting rules and allows for more experimentation and optimization.

What Marketers Need to Do Next

If you’re currently using HubSpot’s legacy lead scoring, now is the time to switch. Your existing scores won’t be deleted, but starting August 31, 2025, existing scores will no longer be updated.

Here’s how to prepare:

1. Audit Your Existing Scoring Logic

Before you switch over, take stock of what’s working in your current model. This is a great opportunity to revisit your lead scoring. Identify the scoring criteria that drive results and those that may be outdated or underperforming.

2. Build Your New Lead Scoring Criteria  

Use the new lead scoring tool to build out your scoring. Transfer any scoring criteria from your legacy scoring to the new lead scoring. Group any properties or interactions you want to have a group limit for in the new lead scoring tool.  

3. Suppress Contacts from Being Included in Lead Scoring

One of our favorite features of the new lead scoring is the ability to suppress selected lists from being included in lead scoring. This means you can create a list of employees, vendors, and/or customers to suppress them from being assigned points, preventing them from entering any workflows and reports related to lead scoring. 

4. Create a New Custom Score Property

With the new scoring experience, you’ll need to create custom properties to capture the new scores. While setting up the new lead scoring in Hubspot, customize the names of the score properties being created. 

5. Test Before Turning On Lead Scoring 

Hubspot allows you to test contact records to validate that your scoring model will work as expected. Make sure contacts are scoring correctly based on the criteria you’ve set and make any necessary adjustments. 

6. Turn Lead Scoring On

This is the big moment! Turn on your new lead scoring! When a score is first turned on, contacts and companies are evaluated retroactively based on their current and historical property values or actions and a value is then set for the score property.

Contacts' and companies’ values for the score property will continuously update based on any changes you make to lead scoring and changes to their property values and actions.

7. Integrate Scores into Workflows and Reporting

Once your new lead scoring is live, update your existing workflows and reporting that reference the legacy HubSpot score to the new score property. You can start using your custom scores to trigger marketing and sales actions, like assigning leads to reps, sending targeted emails, or customizing nurture tracks. You can also build dashboards that track how leads are scoring over time.

A Smarter Way to Qualify Leads

HubSpot’s new lead scoring tool gives you more flexibility, customization, and automation opportunities which will help you build smarter, more scalable lead qualification systems.

Migrating to the new tool may take a bit of upfront planning, but the long-term benefits—better alignment, faster conversions, and more relevant engagement—make it well worth the effort.

Now’s the time to take your lead scoring strategy to the next level. To learn all the specifics on how to implement the new lead scoring tool, explore this HubSpot knowledge base article. And if you need a hand with Hubspot in general? Let us know. It’s what we do.