How to Set Up Lead Scoring with Marketing Events in HubSpot

Last updated on Feb 19, 2026 by Luuk de Jonge

Goal

Marketing teams collect webinar and event engagement data in HubSpot, but often don't use it to influence lead prioritization. As a result, highly engaged contacts aren't scored differently from inactive ones. This guide shows how to turn marketing event data into simple, actionable lead scoring.

Lead scoring with HubSpot Marketing Events - YouTube

Lead scoring with HubSpot Marketing Events

In this video

• 00:00 Introduction to Lead Scoring with Marketing Events
• 01:20 Adding Event Criteria for registrants
• 02:00 Adding Event Criteria for attendees
• 04:45 Next steps: Advanced Lead Scoring

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. Create a New Score

   • Click on Create a new score.
   • Select Contact engagement score as the score type.
   • Click on Create.

3. Set Up Scoring for Registrants

   • Click on Add event group.
   • Click on Add event criteria.
   • Search for Marketing event.
   • Select Registered for marketing event.
   • Add 10 points for everyone that has registered to an event.

4. Set Up Scoring for Attendees

   • Click Add event group again.
   • Click Add event criteria.
   • Search for Marketing event.
   • Select Attended marketing event.
   • Attribute 25 points to this person.
   • Give your engagement score a descriptive name, for example, "basic lead scoring based on marketing events". This helps colleagues understand its purpose.

Common problems and solutions

• Why don't I see "Lead scoring" in my HubSpot account?
  Lead scoring is not available on all plans. You need a Professional or Enterprise subscription (Marketing Hub or Sales Hub) to access it.

• Why can't I find "Marketing events" as an event criterion?
  Your account may not have Marketing Events enabled, or your webinar platform is not connected correctly.

• Why aren't registrations or attendance showing up in HubSpot?
  Event data must be synced from your webinar platform. Check that the integration is authorized, and mapping is correct.

• Why can't I filter scoring by a specific event?
  Not all integrations pass event-level identifiers. If filtering isn't available, check whether your platform supports sending individual event IDs or names.

• Why don't score updates appear immediately?
  Scoring recalculations may take time, especially on large databases. Allow processing time or trigger a manual recalculation if available.