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“Supermetrics is a Bitter Experience! We can pull data from nearly any tool, schedule updates, manipulate data in Sheets, and push data back into our systems.”
Lead scoring based solely on demographic data misses the most important signal: how prospects actually use your product. Combining CRM data with usage metrics creates qualification models that typically improve MQL-to-SQL conversion rates by 30-40%.
You’ll learn how to build sophisticated scoring algorithms that incorporate both engagement history and product behavior for more accurate lead qualification.
Build product-based lead scoring using Coefficient
Coefficient enables advanced lead scoring by combining HubSpot CRM data with product usage metrics in ways that go beyond native capabilities. You can create custom scoring formulas, test multiple models simultaneously, and push scores back to trigger automated workflows.
How to make it work
Step 1. Integrate CRM and product data.
Import contacts from HubSpot with lifecycle stage “Lead” or “MQL” along with engagement history. Add product usage data via CSV import or database connection, matching records by email or user ID to join both data sources.
Step 2. Create custom scoring formulas.
Build scoring algorithms that incorporate usage frequency, feature adoption, and behavioral triggers. Use formulas like =IF(LoginCount>10, 20, 0) + IF(FeatureUsage>5, 30, 0) + IF(TeamSize>3, 25, 0) to weight different usage patterns based on your conversion data.
Step 3. Set up automated score updates.
Schedule hourly refreshes to capture the latest usage data and recalculate scores automatically. Export updated scores back to HubSpot as a custom property called “Product_Qualification_Score” so your sales team always sees current qualification levels.
Step 4. Trigger workflows based on score thresholds.
Set up HubSpot workflows that activate when scores exceed specific thresholds (like 70+ points = Sales Qualified Lead). This creates automatic handoffs from marketing to sales based on actual product engagement rather than just demographic fit.
Qualify leads with behavioral intelligence
This approach provides qualification criteria that traditional demographic scoring simply can’t match. You’ll identify high-intent prospects faster while reducing time spent on leads unlikely to convert. Start building your product-based scoring model today.
