How to Automate Lead Routing and Lead Scoring in HubSpot

How to Automate Lead Routing and Lead Scoring

Build an automated lead routing system that scores, qualifies, and assigns leads to the right sales rep within seconds. With Replit Agent and HubSpot Connector, create routing logic without coding.

What You'll Build

• Lead scoring engine that evaluates firmographic data, behavioral signals, and engagement history
• Intelligent routing rules based on territory, deal size, product interest, or custom criteria
• Automatic enrichment pulling company data, LinkedIn profiles, and buying signals
• Assignment workflows with round-robin, skill-based, or availability-based logic
• Follow-up automation triggering personalized emails or sequences immediately

Why This Matters for Revenue Teams

Speed to lead: Leads are scored, enriched, and assigned within seconds—not hours or days. Your team contacts prospects while they're still hot.

Better qualification: Automated scoring applies consistent criteria to every lead. No more gut feelings or inconsistent qualification.

Fair distribution: Round-robin logic ensures every rep gets their share of opportunities. No cherry-picking, no favorites.

Higher conversion: The right rep with the right context contacts the right lead at the right time. Everything aligns for better close rates.

Scalable growth: As lead volume increases, your routing system handles it automatically. No new headcount needed for lead assignment.

Watch the Full Tutorial

See this entire system built live in our webinar, where we create a complete lead routing workflow from scratch using Replit Agent and HubSpot Connector.

Watch the webinar here →

Key timestamps:

• 24:02–27:06: Lead scoring and qualification workbench overview
• 27:06–28:03: Setting up HubSpot sync for two-way data flow
• 28:32–29:23: Automated email generation from lead data
• 29:40–30:22: Complete routing workflow demonstration

How It Works: Step-by-Step

Step 1: Connect Your Lead Sources

Start by connecting HubSpot to Replit using the HubSpot Connector. This gives you access to:

• Form submissions from your website
• CSV imports from events or purchased lists
• Existing leads already in your CRM
• API integrations from other marketing tools

The connector handles authentication and data formatting automatically.

Step 2: Define Your Scoring Criteria

Tell Agent how to score leads. Example prompt:

"Score leads 0-100 based on: company size (25 points for 100+ employees), industry match (20 points for SaaS or tech), budget indicators (20 points for director+ title), engagement (20 points for multiple page views), and timing signals (15 points for demo request or pricing page visit)."

Agent builds the scoring logic and applies it to every incoming lead automatically.

Step 3: Set Up Routing Rules

Define how scored leads should be assigned. Example:

"Leads scoring 75+ go to senior AEs. Leads 50-74 go to mid-level AEs. Leads below 50 go to SDRs for nurturing. Within each tier, use round-robin assignment. If a rep is at capacity (10+ open opportunities), skip them in rotation."

Agent creates the routing workflow with all your business logic built in.

Step 4: Add Enrichment

Enhance lead data before assignment:

"Before routing, enrich each lead with company size, industry, annual revenue, tech stack, and recent funding from Clearbit or similar services. If data is missing, flag the lead for manual review."

Your reps receive leads with complete context, not just a name and email.

Step 5: Automate Follow-Up

Connect Gmail or your email platform:

"When a lead is assigned, automatically draft a personalized email using the lead's company name, role, and the content they downloaded. Open the draft in the assigned rep's Gmail ready to send."

Reps can review and send in seconds, not minutes.

Lead Scoring Frameworks

BANT Framework (Budget, Authority, Need, Timeline):

• Budget indicators: title, company size, funding
• Authority: decision-maker title, LinkedIn seniority
• Need: product interest, pain point signals
• Timeline: engagement velocity, buying signals

Engagement Scoring:

• Website visits: +5 points per visit
• Pricing page view: +15 points
• Demo request: +25 points
• Content download: +10 points
• Email opens/clicks: +2 points each

Firmographic Scoring:

• Company size (employees): 1-50 (+5), 51-500 (+15), 500+ (+25)
• Revenue: <$10M (+5), $10-100M (+15), $100M+ (+25)
• Industry match: exact (+20), adjacent (+10), other (+0)

Technographic Scoring:

• Uses competitor tools: +20 points
• Uses complementary tools: +15 points
• Has required integrations: +10 points

Behavioral Scoring:

• Multiple visits in 24 hours: +15 points
• Return visitor (7-30 days): +10 points
• Referred by current customer: +20 points

Routing Logic Options

Round-Robin Assignment: Distribute leads evenly across reps in rotation. Fair and simple.

Territory-Based Routing: Assign by geographic region, industry vertical, or company size. Ensures reps work their specialized areas.

Skill-Based Routing: Match lead requirements to rep expertise. Enterprise deals go to enterprise specialists.

Availability Routing: Check rep capacity before assigning. Skip reps at quota or with full pipelines.

VIP Fast-Track: High-score leads or target accounts bypass normal queues and go straight to senior closers.

Hybrid Approach: Combine multiple methods. Territory first, then round-robin within territory, unless VIP then fast-track.

Real-World Use Cases

Inbound Lead Management

Form submission hits your website. Within 30 seconds, the lead is scored, enriched with company data, assigned to the right rep based on territory and product interest, and a personalized follow-up email is drafted. The rep receives a Slack notification with the lead's score and context. Total time: 45 seconds from form submit to rep notification.

Event Lead Processing

You return from a conference with 500 business cards. Upload the CSV. Your routing system scores each contact, identifies which ones match your ICP, enriches missing data, assigns to regional reps, and queues personalized outreach. Your team can start contacting qualified leads the same day instead of next week.

Trial Signup Routing

Someone signs up for a free trial of your product. Your system checks: Are they from a target company? What features did they try? Did they invite team members? Based on this, the lead is scored and either fast-tracked to sales or enrolled in a nurture sequence. High-score leads get a rep assigned immediately with context about which features interested them.

Partner-Sourced Leads

A partner sends you 200 leads monthly. Your routing system applies partner-specific scoring (these leads typically convert 30% higher), assigns them to reps who specialize in partner deals, and tracks partner attribution automatically. Partners receive feedback on lead quality based on conversion data.

Integration Points

Data Sources (Input):

• HubSpot forms and landing pages
• CSV imports from events or lists
• Webinar registrations
• Content downloads and gated assets
• Chat conversations from your website
• Third-party form builders (Typeform, Google Forms)

Enrichment Services:

• Clearbit for firmographic data
• ZoomInfo for contact information
• LinkedIn for professional profiles
• 6sense for intent signals
• Your own data warehouse

Assignment Destinations (Output):

• HubSpot deal/contact owner assignment
• Salesforce lead/opportunity assignment
• Slack notifications to assigned reps
• Email alerts with lead context
• CRM task creation for follow-up

Advanced Features

Lead Decay: Automatically reduce lead scores over time if there's no engagement. A 90-point lead from 6 months ago shouldn't be prioritized over a 70-point lead from yesterday.

Re-routing Logic: If a rep doesn't contact a lead within 24 hours, automatically reassign to the next available rep. No lead sits untouched.

Queue Management: View all unassigned leads in a priority queue. Managers can manually override routing for special situations.

A/B Testing: Route similar leads using different logic to test which approach converts better. Continuously optimize your routing rules.

Capacity Management: Track each rep's open opportunities and schedule. Don't assign new leads to someone who's on vacation or already at capacity.

Scoring Optimization Tips

Start simple: Begin with 3-5 scoring criteria. Add complexity as you learn what actually predicts conversion.

Review regularly: Analyze which scored leads convert. If 80-point leads convert at the same rate as 60-point leads, adjust your weights.

Involve sales: Ask your top performers what signals indicate a hot lead. Build those signals into your scoring model.

Consider negative scoring: Subtract points for disqualifying factors like wrong industry, too small company, or known competitor.

Set thresholds thoughtfully: Don't make the "hot lead" threshold so high that only 1% qualify. Aim for 15-20% in your top tier.

Performance Metrics to Track

Speed Metrics:

• Time from lead capture to assignment
• Time from assignment to first contact
• Time from first contact to qualification

Quality Metrics:

• Lead score distribution (are most leads scoring in the middle or at extremes?)
• Conversion rate by score band
• MQL to SQL conversion rate
• SQL to closed-won rate

Assignment Metrics:

• Leads per rep (is distribution fair?)
• Lead score per rep (is one rep getting all the good leads?)
• Rep capacity utilization

System Health:

• Enrichment success rate (what % of leads get complete data?)
• Routing errors or fallback to manual assignment
• Average response time by rep

Get Started with Automated Lead Routing

Stop losing leads to slow, manual assignment. Build intelligent routing that gets every lead to the right rep in seconds.

Watch the full webinar →

See the complete build process from scoring logic to rep assignment, with real leads flowing through the system.

Why Build with Replit Agent + Connectors?

No coding required: Describe your routing rules in plain English. Agent translates to working code.

Pre-built HubSpot integration: Connect your CRM in seconds, not weeks of API development.

Flexible logic: Change scoring criteria, routing rules, or thresholds anytime. Just tell Agent what to update.

Iterate fast: Test different routing approaches and see results immediately. No development sprints.

Enterprise-ready: SOC 2 compliance, SSO, and audit logs for regulated industries.

Common Questions

Can I route based on custom fields?
Yes. Agent works with all your standard and custom HubSpot properties. Route on any field you track.

What happens if enrichment fails?
You decide. Send to a manual review queue, use default values, or route based on partial data.

Can I override automatic assignments?
Yes. Manual overrides are always possible. The system handles automation until you need to intervene.

How do I handle duplicate leads?
Agent can check for existing contacts/companies before creating new records and route to the existing owner or reassign based on new information.

Can I test routing logic before going live?
Yes. Process historical leads through your scoring and routing to see how they would have been assigned.

Does this work with Salesforce?
Salesforce connector support is coming soon. The same routing concepts apply.

How complex can routing rules get?
Very complex. Combine territory, score, capacity, product fit, and custom logic. Agent handles the complexity.

Start Building Today

Your leads are too valuable to sit in a queue. Build routing automation that assigns every lead to the right rep within seconds.

Watch the complete tutorial →

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