Top 10 HubSpot Features in BETA That You Should Start Using Now

Approaching the final quarter of 2024, HubSpot continues to lead the way in innovation, consistently pushing boundaries and introducing dynamic updates to meet the diverse needs of all users. With a focus on enhancing user experience and addressing the evolving requirements of businesses, HubSpot's latest developments are meant to transform the operations of marketing, sales, and service teams. The Cat Media team has curated a list of the top 10 most exciting BETA features from HubSpot, both publicly available and soon to be live for all portals. Let's uncover these updates together.

1. Lead Scoring Builder

What is it?

Lead scoring is the process of assigning values, often in the form of numerical "points," to each lead you generate for the business. You can score your leads based on multiple attributes, including the qualifying information they've submitted to you and how they've engaged with your website and brand online and offline. This process helps sales and marketing teams prioritise leads, respond to them appropriately, and increase the rate at which those leads become customers.

The Lead Scoring tool gives you the power to create scores that help you easily pinpoint and prioritise your most promising leads on a large scale. This robust scoring solution allows you to determine which leads are worth the focus of your Marketing and Sales teams:

• Utilise a score builder that offers the flexibility needed to tailor the perfect score for your business based on your leads' actions, campaign engagements, and demographic insights.
• Create engagement scores to gauge a contact's level of interaction and fit scores to assess how well a contact aligns with your ideal customer profile based on their demographic or firmographic details.
• Access score reporting to gain valuable insights into the factors influencing a specific score and track how a contact's score evolves over time (coming soon).
  
  

Why does it matter?

How does it work?

• Navigate to Marketing -> 'Lead Scoring.'
• To create a new score, click 'Create a score.'
• Now you can select which type of score you want to create:
  • a contact engagement score that measures your contact's level of engagement based on their behaviour and interactions
  • or a contact fit score that measures how well aligned they are with your ideal customer based on their demographic or firmographic criteria
  • then click 'Create a score'

• On the next screen, you can start selecting events and properties to build your score:
  • Events such as CTA clicks, marketing email opens or form submissions for your engagement scores,
  • or contact properties such as annual revenue, company size or location for your fit scores.
• Once you have chosen an event, you can determine the specific number of points that it or a group of events should receive.

Source: HubSpot

• All events contribute to a default maximum of 100 points. In terms of engagement scores, you have the option to score it each time an event occurs or set a limit on the number of points.
• Additionally, for engagement scores, you can establish a score decay, where the score for each event gradually decreases over time based on the percentage you set. This feature is particularly useful if you want to prioritise recent engagement over past interactions.
• Once you have completed setting up your score, simply click on 'Review and turn on'.
• On the following screen, you can configure exclusions for contacts you prefer not to score and customise the property where the score will be recorded.
• Upon activation, the system will begin calculating the value for all contacts, excluding those that have been excluded, and storing it in the designated property.
• Subsequently, you can utilise your score in various ways, such as in workflows or lists.

Negative points are typically used to exclude certain types of leads from being scored. E.g. if you want to make sure that someone from a competitor company who has been checking out your website doesn't get a really high score and isn't forwarded as a lead to your sales team. HubSpot has now made it easier to exclude specific leads from being scored by allowing you to exclude up to 5 lists from your score (you can do that in the settings tab). This way you will be able to keep your score clean and focus only on positive attributes that you want to score and manage exclusions separately.  Also, by not having negative scores, you prevent potential leads from getting to impossible to recover from the score.

Source: HubSpot

Who gets it? - Available in BETA to Marketing Pro and Marketing Enterprise.