The Scenario
An enterprise cybersecurity company is getting 1,000 downloads a month of their free whitepapers, but sales reps are wasting time calling low-quality leads (like students or freelancers). They need a lead scoring model in HubSpot to prioritize hot prospects.
The Brief
Build a lead scoring matrix that grades leads on two dimensions: Fit (demographics, firmographics) and Behavior (engagement, interest level). Specify points, thresholds, and routing actions.
Deliverables
- Fit criteria table (Company size, Job title, Location) with positive/negative points allocated to each
- Behavioral criteria table (Web visits, Email opens, Form fills, Demo requests) with points for each action
- A threshold definition: when a lead becomes an MQL (Marketing Qualified Lead) and is automatically routed to Sales
- An explanation of how you handle score decay (leads who go inactive)
Submission Guidance
Do not just add points; remember to subtract points for bad fits (e.g., email address contains ".edu" or "gmail.com"). Keep it simple enough for a team to implement in HubSpot or Marketo.
Submit Your Work
Your submission is graded against the rubric on the right. If you pass, you get a public Badge URL you can share on LinkedIn. There is no draft save, so work offline first and paste your finished response here.