Enhancing Lead Scoring with AI Automation in HubSpot

Nimisha · 2025-06-10 13:21:40.14893+00

Hello everyone! We're exploring ways to enhance our pipeline lead scoring and automation in HubSpot using AI. Specifically automating these steps: • AI fetching detailed activity logs (emails, calls, meetings, etc.) and properties of accounts from HubSpot. • Scoring leads basis a set of parameters we define (including the ones in #1) • Automating further workflows basis lead score - regular prioritised lists of who to outreach, when to outreach, etc. • More AI usecases in this workflow Has anyone successfully implemented a similar AI-driven approach in their Sales pipeline setup? If so, I'd love to hear about what AI modes, workflow automation tools, etc are you using? + Any thoughts and suggestions are welcome :slightly_smiling_face:

Enhancing Lead Scoring with AI Automation in HubSpot | RevGenius

13 comments

· Sorted by Oldest

Pat H.
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You're essentially describing an engagement score, which is native to HubSpot. What would the AI be doing?
Nimisha
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Pat H. Thanks! How do you suggest we scan through the activity log for accounts on HS, access details like context, buying sentiment, etc basis the past replies, call notes, etc without using AI? There are no set properties with set values for native Hubspot lead scoring to do this. Wdyt?
Nimisha
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What we are trying to achieve here is - reducing the manual effort needed to go through each account, see the context and then decide if it needs a follow-up email or not by the sales rep. We're possibly exploring what all AI can take away from our plate.
Pat H.
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This feels like an overcomplicated solution--if sales reps are having calls, meetings, sending emails, shouldn't they be managing the interactions with active prospects?
Pat H.
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RevOps doesn't tell a rep who to email back...if we did then we'd be sales people.
Nimisha
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Fair. But we're trying to build this similar to ABM, having our Sales rep to only work on best possible accounts in our pipeline that have high intent. This becomes important as the pipeline keeps on increasing.
Pat H.
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What does volume look like? How many contacts, accounts, and deals are an SDR or AE working at any time that are actively engaging?
Nimisha
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We have 700ish accounts in our pipeline. The SDR needs to pick up best 50ish accounts to pick up for outreach weekly. Finding those basis the historical context is the ask here.
Pat H.
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I think a "sales engagement score" built on a combo score (FIT+Engagement) would be able to flag accounts with sales activity and/or marketing activity in the past X days + ICP fit woudl help me rank my accounts by recent engagement and best fit to our ICP. From there I'd use HubSpot's co-pilot to summarize recent engagements and decide if that account stays in my patch. I'd imagine that SDRs don't want to go after accounts with current sales engagement by an AE, right?
Nimisha
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yes. How do i score basis engagement automatically is the question
Daniel M.
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Nimisha I posted something on the GTM channel regarding this (I think you posted in both spots).
Pat H.
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Nimisha it's a standard scoring dimension when building a lead score
Daniel M.
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Too Pat's point though, you definitely could engineer something completely custom for this, but the question is will the difference be enough to justify the cost and upkeep. Or would you rather use what Hubspot has to get you close, with a few hours a week of someone's time to get into the details. Not to say it isn't worth some experimentation (that's what I'm doing) but best to drip it out and see if it is adding value before putting too much wood behind that arrow.

Pat H.
·
·
You're essentially describing an engagement score, which is native to HubSpot. What would the AI be doing?
Nimisha
·
·
Pat H. Thanks! How do you suggest we scan through the activity log for accounts on HS, access details like context, buying sentiment, etc basis the past replies, call notes, etc without using AI? There are no set properties with set values for native Hubspot lead scoring to do this. Wdyt?
Nimisha
·
·
What we are trying to achieve here is - reducing the manual effort needed to go through each account, see the context and then decide if it needs a follow-up email or not by the sales rep. We're possibly exploring what all AI can take away from our plate.
Pat H.
·
·
This feels like an overcomplicated solution--if sales reps are having calls, meetings, sending emails, shouldn't they be managing the interactions with active prospects?
Pat H.
·
·
RevOps doesn't tell a rep who to email back...if we did then we'd be sales people.
Nimisha
·
·
Fair. But we're trying to build this similar to ABM, having our Sales rep to only work on best possible accounts in our pipeline that have high intent. This becomes important as the pipeline keeps on increasing.
Pat H.
·
·
What does volume look like? How many contacts, accounts, and deals are an SDR or AE working at any time that are actively engaging?
Nimisha
·
·
We have 700ish accounts in our pipeline. The SDR needs to pick up best 50ish accounts to pick up for outreach weekly. Finding those basis the historical context is the ask here.
Pat H.
·
·
I think a "sales engagement score" built on a combo score (FIT+Engagement) would be able to flag accounts with sales activity and/or marketing activity in the past X days + ICP fit woudl help me rank my accounts by recent engagement and best fit to our ICP. From there I'd use HubSpot's co-pilot to summarize recent engagements and decide if that account stays in my patch. I'd imagine that SDRs don't want to go after accounts with current sales engagement by an AE, right?
Nimisha
·
·
yes. How do i score basis engagement automatically is the question
Daniel M.
·
·
Nimisha I posted something on the GTM channel regarding this (I think you posted in both spots).
Pat H.
·
·
Nimisha it's a standard scoring dimension when building a lead score
Daniel M.
·
·
Too Pat's point though, you definitely could engineer something completely custom for this, but the question is will the difference be enough to justify the cost and upkeep. Or would you rather use what Hubspot has to get you close, with a few hours a week of someone's time to get into the details. Not to say it isn't worth some experimentation (that's what I'm doing) but best to drip it out and see if it is adding value before putting too much wood behind that arrow.