Implement a lead scoring matrix by assigning weighted points to demographic attributes and behavioral actions, then aggregate them in real time via your MA platform's scoring API.
1. Define attribute buckets
- Demographic: job title, industry, company size, region.
- Behavioral: email opens, page views, form submissions, webinar attendance, ad clicks.
2. Assign point values
- Use a 0‑100 scale per attribute. Example: C‑level exec = 30, >10,000 employees = 20, North America = 10.
- Behavioral: email open = 5, 3+ page views on product page = 15, demo request = 40.
3. Set thresholds
- Marketing‑qualified lead (MQL): ≥70 points.
- Sales‑qualified lead (SQL): ≥120 points.
4. Configure scoring engine
- In HubSpot: POST /crm/v3/objects/contacts/{contactId}/score with JSON payload.
- In Marketo: Use Scorecard API, map fields to points.
- In Pardot: Enable Prospect Scoring and import a CSV of point rules.
5. Real‑time update workflow
```python
# segment.io webhook to Snowflake
import json, requests
def lambda_handler(event, context):
data = json.loads(event['body'])
points = 0
# demographic
if data['job_title'] in ['CTO','CIO']:
points += 30
if data['company_size'] > 10000:
points += 20
# behavior
points += 5 * data.get('email_opens',0)
if data.get('product_page_views',0) >= 3:
points += 15
# push back to HubSpot
requests.post(f"https://api.hubapi.com/crm/v3/objects/contacts/{data['contact_id']}/score",
json={"score": points},
headers={"Authorization": f"Bearer {os.getenv('HUBSPOT_TOKEN')}"})
```
6. Validate with attribution
- Pull scoring data into Looker Studio, join with attribution_model table, verify that MQLs convert at ≥5% vs baseline 2%.
7. Iterate quarterly
- Re‑run a dbt model to recalculate points based on latest conversion data, adjust weights by ≤10%.
Platform comparison
| Platform | Max score per contact | Real‑time API | Built‑in decay (days) |
|----------|----------------------|--------------|----------------------|
| HubSpot | 100 | Yes | 30 |
| Marketo | 200 | Yes | 45 |
| Pardot | 100 | No (batch) | 60 |