The secret to finding your best leads in HubSpot: HubSpot fit score

When it comes to B2B sales and marketing, not every lead is created equal. The key to working smarter—not just harder—is knowing which companies or contacts are the best match for your Ideal Customer Profile (ICP). HubSpot’s fit score functionality is a powerful tool to help you do exactly that.

What is a fit score?

A fit score is a custom score you create in HubSpot to measure how well a contact or company aligns with your ICP. Unlike engagement scores, which focus on behaviors (like email opens or clicks), the fit score focuses on who the lead is—their company data or demographic data.

By leveraging this score, you can prioritize your outreach, segment your database more intelligently, and automate actions like lifecycle stage progression.

Building a fit score in HubSpot

In HubSpot, you can set up a fit score using the Lead scoring tool under the Marketing section in the menu. You'll define positive and negative attributes that adjust the score accordingly.

Here are a few examples of default properties you can use to shape your fit score:

Company properties

• Industry: Add points for industries you serve well; subtract for those you don’t.
  
  
• Company size: Prioritize companies with an ideal number of employees or revenue.
  
  
• Country/Region: Focus on markets you're targeting or legally allowed to serve.
  
  
• Technology used: If integrated with tools like Vainu or by using Breeze, use tech stack data.
  
  
  

Contact properties

• Job title: Prioritize decision-makers or relevant roles (e.g., “CTO”, “Marketing Manager”).
  
  
• Seniority level: Ensure you're targeting someone with the right level of authority.
  
  
• Lifecycle stage: You can also use fit scoring alongside lifecycle stages for added control.

You’re not limited to HubSpot’s default properties when building your fit score—custom properties allow you to tailor scoring to what truly matters for your business. For example, you might create a custom field for “Product need is known”, “Product interest is equal to Enterprise software” or whether they are part of a Sequence list and assign points based on those values. 

To take it even further, you can integrate data enrichment platforms like Vainu to automatically populate additional firmographic or technographic data. This enriched data can feed directly into your fit score, giving you a more complete and accurate picture of how well a contact or company fits your ICP—without manual research.

What can you do with the fit score?

Once set up, the fit score becomes a powerful driver of automation and segmentation.

Using workflows, you can promote contacts to a new lifecycle stage (like MQL or SQL) when they reach a certain score. For example:

“If Contact Fit Score is above 60, set Lifecycle Stage to ‘Marketing Qualified Lead.’”

Assign high-fit leads directly to the right sales rep or team based on region, industry, or score range.

3. Personalized nurturing campaigns

Segment your leads by fit score to send tailored messaging. High-fit but cold leads may need nurturing, while low-fit leads may get deprioritized or filtered out.

4. Optimize paid ad targeting

Export high-fit companies for targeted advertising campaigns on LinkedIn or Google Ads.

Final thoughts

HubSpot’s fit score helps you move away from guesswork and toward data-driven prioritization. By scoring leads based on how well they match your ICP, you’re empowering both marketing and sales to focus on the opportunities that matter most. And when you pair this with automation, you get a scalable system for growth.