How to set up Advanced Lead Scoring in HubSpot Marketing Events

Last updated on Feb 19, 2026 by Luuk de Jonge

Goal

Most teams track webinar registrations. Few actually score engagement quality. If you want to understand how warm a lead really is, you need to score behavioral signals from your webinar platform and not just form fills. This guide shows how to use webinar engagement dates (like poll votes for example) inside HubSpot's lead scoring builder.

In this video

• 00:00 Intro to Advanced Lead Scoring
• 01:20 How to select integration events
• 02:00 Score leads based on webinar engagement
• 04:45 Preview your distribution

Step-by-step guide

Requirements

• Access to HubSpot's Lead Scoring builder (Requires HubSpot Pro or Enterprise).
• A webinar platform integrated with HubSpot (e.g., Contrast).
• Event data syncing properly into HubSpot.

1. Navigate to Lead Scoring

   • Log in to your HubSpot account.
   • In the left navigation bar, go to the Marketing section.
   • Select Lead scoring at the bottom of the page.

2. Set Up Scoring for Attendees

   • Click Add event group.
   • Click Add event criteria.
   • Search for Integration Events.
   • Select Attended marketing event.
   • Choose the event you want to score, for example Poll vote.
   • Attribute 35 points to this person.

Review Score Distribution

• Check the distribution of scores among your contacts in HubSpot. This tool allows you to see how your contacts are scored and can help you route the right leads to your sales team.

Common problems and solutions

Why can't I find "Lead Scoring" in HubSpot?

Lead scoring is only available in certain paid plans (typically Marketing Hub Professional or Enterprise, or Sales Hub Professional+). It won't appear on Free or Starter plans.

Why don't integration events (e.g., poll vote) appear in the criteria list?

Make sure that your webinar platform is connected to HubSpot. Check your webinar platform's help articles to understand what integration they send to HubSpot. If you find the data your platform is sending to be insufficient, you should check out Contrast.

Why aren't poll votes or engagement actions affecting scores?

Confirm you selected the correct event, published the score, and that real engagement data exists for contacts.

Why do I only see basic webinar events like registration or attendance?

Advanced engagement scoring depends on what your webinar platform sends to HubSpot. Some integrations provide limited data. Check out Contrast if you want the max amount of data.

How can I score only recent engagement?

Use time frame filters (for example, last 30 or 90 days) so scores reflect current interest.

Why don't my changes apply after editing the score?

Changes take effect only after you review and publish the updated scoring model.