# 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](https://www.youtube.com/watch?v=fEL7sgWXZRY)

## 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](https://knowledge.hubspot.com/scoring/understand-the-lead-scoring-tool) 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.