Unkover your competitors’ Marketing Secrets
Say goodbye to wasting hours on competitor analysis by equipping your team with an AI-driven, always-on competitive intelligence platform.
Say goodbye to wasting hours on competitor analysis by equipping your team with an AI-driven, always-on competitive intelligence platform.
Stay Ahead with AI-DRIVEN Competitive Intelligence
Unkover is your AI-driven Competitive Intelligence team delivering critical updates about your competitors the moment they happen:
Track your competitors website changes
Why spend all day stalking the competition when you don’t have to?
With Unkover, you’ll know instantly when your competitors tweak their messaging or shake up their pricing. No more endless scrolling through their sites or second-guessing your strategies.
Let us do the heavy lifting for you, ensuring you’re always in the loop by notifying you the moment a critical change happens on your competitor’s pages.
Sit back, relax, and keep winning—Unkover makes sure you’re not just in the game, you’re always a step ahead.
Read your competitors emails
Companies love updating their customers and prospects about relevant news, product updates, and special offers.
That juicy info from your competitors? It’s yours too. Unkover will automatically capture all their emails and bring them right to your doorstep—accessible to your entire team, anytime.
[COMING SOON: Our fine-tuned AI will sift through these emails, extract key information and send them over to the best team within your org. Less noise, more signal!]
We hear you! Unkover’s goal is not to flood you with tons of data points that no one in your team will ever read. We gather competitive intelligence from thousands of data sources and use AI to highlight actionable information to the right team in your company.
Say goodbye to noise. We’re 100% signal.
ROADMAP
We’re excited to get Unkover in your hands as soon as possible and keep building the best competitive intelligence tool with your precious feedback. The roadmap for the next few months is already exciting, so take a look!
While we build and deliver, here’s our promise to you: as an early tester and customer, you’ll lock in an exclusive bargain price we’ll never offer again in the future.
Spy on your competitors’ full marketing strategy: social, ads, content marketing, email flows, and more.
Track competitive Win/Loss analysis and build battle cards. Get alerted at every pricing change.
Get immediate alerts when competitors announce new features or major releases. Identify strengths and weaknesses from online reviews.
Get the competitive intelligence you need where you need it: Slack, eMail, MS Teams, Salesforce, Hubspot, Pipedrive and more.
slack integration
Unkover’s Slack integration lets you keep your whole team up to speed with your competitors’ updates.
Join now to lock in an exclusive 50% lifetime discount
For startups and small teams, it’s the essential toolkit you need to keep an eye on a select few competitors.
Up to 5 competitors
50 pages monitored
10 email workflows
3-day data refresh
$39
/per month
$ 79
50% discount
Billed annually
For growing businesses, it allows you to monitor more competitors, pages, and email workflows.
Up to 10 competitors
100 pages monitored
20 email workflows
1-day data refresh
$79
/per month
$ 159
50% discount
Billed annually
For large companies, it is tailored to meet the needs of multiple teams needing granular insights.
Custom number of competitors
Custom number of pages monitored
Custom number of email workflows
Hourly data refresh
Custom price
Billed annually
If you are using HubSpot’s CRM software, you may have come across their lead scoring tool and asked yourself: what is HubSpot lead scoring, and am I missing out if I don’t use it?
Let’s take a step back: while lead scoring is a fairly established concept, over the years, there have been a number of fundamentally different approaches to lead scoring that have either yielded sub-par results or opened the door to new and–quite frankly–exciting developments (hello, AI!)
HubSpot makes no exception, and while their lead scoring functionality is straightforward and easy to set up, a question remains: how do you create a winning lead-scoring strategy?
To answer this question, we’ll first discuss what lead scoring is all about and how to set up lead scoring in HubSpot in just three steps.
And in the last section, we’ll introduce you to the five essential ingredients we use at Breadcrumbs to create the perfect lead-scoring strategy for your business.
Let’s dive in!
At its core, lead scoring is a prioritization engine: you use a number of scoring criteria to rank your leads based on how likely they are to purchase your product or service.
Instead of having an endless list from your inbound marketing efforts, you can prioritize the ones that closely resemble your ideal customer profile (ICP) and have your sales team speak to qualified leads only.
It starts with clearly defining lead qualification stages that your marketing team and your sales team agree upon:
In a good lead scoring system, you’ll immediately know a marketing-qualified lead from a sales-qualified lead. This information will help you have smoother marketing-to-sales lead handoff, spark collaboration between your marketing and sales teams, and unlock revenue acceleration.
An example? You can nurture MQLs with email marketing campaigns and start conversations with SQLs that are ready to buy.
On the other hand, a poor lead scoring system will give you unclear results or favor one criterion over the other, missing out on how the different criteria can play together in defining higher-quality leads.
The result? Sales and marketing efforts will not be aligned, and the sales process will be affected, resulting in fewer deals closed and increasing frustration.
A typical lead scoring process can take the form of a point system where you’ll get a maximum score if all the scoring attributes are valid, or fewer points (a negative score), depending on how many points your lead scores.
The multiple attributes (or lead scoring criteria) that make up your point value system are essential to determine if your lead scoring model will deliver the best leads to your sales reps and help them close more deals.
At this point, you’d usually see me compile a list of lead scoring models from easiest to most complex. Let’s do an experiment: I’ll reverse that list and subtract features instead of adding them.
In short, the predictive lead scoring method is a data-driven approach that applies big data and machine learning algorithms to lead scoring.
It allows you to find the right combination of key fit attributes (i.e., job title and company revenue) and activity and behaviors (i.e., pricing page views) of existing and potential customers. Then, these attributes are automatically matched and ranked to those of new leads.
Predictive lead scoring solutions can be problematic because they often result in one-size-fits-all black boxes. They don’t adjust to changes in your industry and don’t factor time into the equation, generating a misaligned model.
When this happens, the systems score leads inaccurately and causes chaos in your sales and marketing team.
The solution? A blended approach: use a machine learning-assisted approach in which you are still at the helm but can make decisions based on machine learning and big data analysis. Such a system will include the following:
One single type or source of data will not solve all your problems. A predictive lead scoring method will assist you along your demand gen journey when you combine internal contact data with a lead scoring system that you can control and tweak according to your unique needs.
Manual lead scoring has an entirely different approach. Your team will need to rank leads as they’re coming in manually. They can do this with fit information like Job Title and Company Size, but they won’t be able to see activity information like how many times a user has visited your site in real-time.
Manual lead scoring is free, but it’s also difficult to implement accurately, especially since all lead scoring requires some trial and error. Plus, your system will need to evolve alongside your business over time.
This lead scoring model still allows you to qualify leads based on both fit and activity. Still, it gives you one single score, and there’s no way to gauge how much of the score is coming from fit-related data points or activity-based point values, giving you no clues on why the lead was marked as hot in the first place.
Finally, some models are solely based on either fit or activity, completely missing half of your lead’s score story.
Lead scoring is the method of assigning points to contacts or potential prospects based on…
BANT is an acronym that stands for Budget, Authority, Need, and Timeline. It is a…
Lead qualification is a systematic process utilized by businesses to evaluate potential customers based on…
How do you know if lead scoring will benefit your sales and marketing team? Critical advantages of implementing a lead scoring model in your company include:
1. Increased conversions: By identifying the right product-market fit, your team will be able to reach out to prospects at the right time when they are ready to buy.
2. Shorten sales cycle: Knowing when a lead is ready to close will take your team less effort and time to do it.
3. Hand off leads at the right time: With a transparent lead handoff, your marketing and sales teams will collaborate (and increase success rate) like never before.
4. Know what lead gen activities are working: By learning what enticed your high-converting prospects to close, you’ll learn what kind of content you’ll need to create to do it again.
Protip: When deciding to implement lead scoring in your company, you should also evaluate whether it would be better to build or buy your lead scoring system.
Now to the HubSpot lead scoring setup cave!
On a technical level, HubSpot lead scoring is built around a numerical score, in which points are added to (Positive Attributes) or detracted from (Negative Attributes) your records based on several criteria you can set up in your account.
Ready to build your HubSpot lead scoring system with your browser tab open? Not so fast.
Before filling in all the HubSpot lead scoring properties, you’d need to
Before you start scoring leads using a HubSpot lead scoring model, you have to decide which criteria are essential for your business and how much they should weigh in the overall analysis of your leads.
But where to start?
Define your ideal customer profile (ICP) to understand your niche and your prospective customers better. The more accurate the ICP, the better your model will be.
Ebook
Ideal Customer Profile (ICP) Worksheet
Learn how to create an Ideal Customer Profile and build a successful sales strategy with this Ideal Customer Profile (ICP) Worksheet.
Ask your existing clients, look into the data you already have on them, and look for the recurring criteria in successful clients; you’ll find some hidden gems.
Speak with your sales reps: ensure that you have your sales team’s input; they speak with clients daily and will help you validate your lead scoring matrix.
Now that you know more about your potential clients, you just need to do some math. Hubspot lead scoring system outputs your lead score as a number. That number is usually a mix of two components:
The higher the number, the hotter the score, but remember: in HubSpot, your sum must add up to 100.
Now, let’s see how the system works.
HubSpot lead scoring tool has two main attribute sets; they can be:
You can add several criteria to either of these sets, and the points will be added or removed once, depending on where the criteria have been added to. In the HubSpot lead scoring system, there are two different types of criteria:
Note: there's no way to add points incrementally for some criteria (i.e., add one point each time a user opens one of your emails), but you'll be able to create a set of lead scoring rules to do that.
Now that you have designed your matrix, it’s time to set it up in the HubSpot lead scoring system.
1. First, you’ll need to create a lead scoring rule. Once in your HubSpot account, click the settings icon on the right-hand side of your navigation bar and navigate to Properties. Type in “HubSpot score” or search for a custom score property and click the property name.
2. To set your criteria, click “Add new set” next to Positive Attributes (to assign points) or Negative Attributes (to remove points.) Click “AND” to add additional criteria to an existing set of attributes. Leads need to meet all criteria for the attribute to apply. To create another set of attributes, click again on “Add new set.”
3. You can change the number of points added or removed to your lead scoring matrix when a lead meets the criteria of the attribute. Click the “edit” icon and input your new score.
4. Click “Test contact” if you need to test your score property (recommended.) To view the score of a specific record, search and select their contact name.
Note: In HubSpot lead scoring, the number of criteria you set for your score property has to add up to 100 (that is: you can add as many criteria as you want, but the final number considering the positive and negative attributes must make 100.)
In the previous section, we saw how to set up HubSpot lead scoring, but the question remains: how do you create a winning lead-scoring strategy?
Here’s some food for thought on what features we think a great lead-scoring system should have.
We believe that Recency and Frequency are two of the most important criteria for lead scoring.
On the one hand, Recency allows you to evaluate and prioritize activities that are currently happening. On the other hand, Frequency allows you to infer a stronger interest from a prospect that repeats an action in a short period of time.
Combining these two criteria can be powerful because it will allow you to know exactly when a prospect is ready to be contacted by your sales team.
In HubSpot lead scoring, there is no combined recency and frequency evaluation–you have to choose one over the other when evaluating your engagement, which may mean missing out on prospects ready to close a deal.
Our easy-to-use contact scoring models account for both the number of times an activity was taken and how recently those activities were taken.
While it may seem like a small detail, this is actually extremely significant. The ability to score contacts based on both Recency and Frequency gives your sales team a much more accurate view, so they know how to prioritize leads.
At Breadcrumbs, we’re all in for clear, actionable data. All fine, but what does it mean?
To us, it means that when you look at the data that comes out from your lead scoring matrix, you need to be absolutely sure of what you are looking at. Seems legit, right?
Clear differentiation makes the process smoother for your marketing and sales team and–definitely–less frustrating.
This may be tricky in HubSpot lead scoring as, out of the box, scoring is all done in one field. This means that it will be difficult to understand what you are looking at and whether it’s the fit or the engagement making up your score.
One of the first–and recurring–actions you need to make to have an always relevant and up-to-date lead scoring matrix is to analyze your leads and customers.
You definitely need to report on your current pipeline to be able to build (for the first time) and adjust (moving forward) your lead scoring according to what your prospects, customers, and lost customers are telling you.
While effectively scoring your leads, HubSpot lead scoring doesn’t have dedicated or out-of-the-box reporting to understand the makeup of your leads, and it will be challenging to understand and tweak your matrix.
If you’ve got this far, you likely know how difficult it can be to set up, manage and scale your lead scoring system.
We know it all so well.
This is why, at Breadcrumbs, we have designed an easy setup that will allow you to get started with your scoring model by answering a few simple questions or using our intuitive model builder to create an entirely custom one.
When the setup is:
… it will be hard to manage and scale moving forward, AND you may end up with a subpar solution that took you too much time to build.
One of the key benefits of HubSpot lead scoring is that it’s free if you’re using HubSpot CRM software. But what if you could have a significantly more powerful engine for free?
In reality, Breadcrumbs alternatives are a tradeoff between ineffective or, at minimum, a $150K investment yearly. Larger companies can spend north of $500K to implement and maintain their scoring solution.
Lead scoring, when done right, delivers measurable ROI through substantial impacts on your revenue funnel. Companies that use lead scoring to qualify leads see a 77% greater marketing ROI, making scoring a worthwhile investment based on this alone.
We genuinely believe scoring is a must for every business, and we built Breadcrumbs with this in mind.
Breadcrumbs scoring not only enables acquisition-focused lead scoring for sales-assisted motions. Breadcrumbs unlocks the potential of scoring for up-sell, cross-sell, retention, product adoption, and more. It does all of this regardless of GTM strategy; PLS and PLG are no exception.
We believe in the power of Breadcrumbs scoring so strongly that we are now offering a free plan! Suppose you want to start your Revenue Acceleration journey powered by Breadcrumbs Scoring but would like to explore a little before you commit.
In that case, you can take advantage of our free plan immediately. You will get access to everything a paid subscription to Breadcrumbs provides:
You get the whole Breadcrumbs experience with two significant caveats on the FREE plan. The number of leads you will be able to score is limited, and scores will only be available in Breadcrumbs.
Grab your free Breadcrumbs account today.
Salesforce is one of the most high-powered sales and CRM-focused SaaS tools on the market…
Every good sales team needs a great customer relationship management (CRM) tool backing them up. …
Over the past decade, we’re sure that you’ve noticed that your marketing tech stack options…
Yes, you can start using lead scoring in HubSpot CRM with a free plan. Some functionalities, such as custom score properties, are only available for top-tier plans.
To calculate your lead score in HubSpot, detract or assign point values depending on fit criteria such as job title, company size, and activities such as if your lead interacts with your pricing page.
When in HubSpot, navigate to ‘Properties’ and type in HubSpot score or the name of your custom score property. From there, you’ll be able to create or edit your HubSpot lead scoring rules.
Once you have created your HubSpot lead scoring model, you’ll find the score in each contact property. Similarly, if you integrate Breadcrumbs with HubSpot CRM, you’ll find the Breadcrumbs score directly in HubSpot.
Breadcrumbs fully integrates with HubSpot, allowing you to prioritize leads with both fit and activity and factoring in the Recency and Frequency of the action taken. Breadcrumbs’ ML-assisted co-dynamic approach unlocks the potential of scoring for up-sell, cross-sell, retention, product adoption, and more. It does all of this regardless of GTM strategy; PLS and PLG are no exception.
The best part? You can start for free today. Grab your free account, increase lead quality and take full advantage of Breadcrumbs + HubSpot today.
Our team was just considering implementing Hubspot lead scoring – thank you so much for this!!
This quick setup guide is perfect as we had no idea how to utilize the hubspot lead scoring tool.