Score HubSpot leads based on firmographic and technographic fit using Zapier

Prerequisites

Why Zapier?

Zapier is the fastest option to set up if you already have a Zapier account. The HubSpot trigger fires on new contacts, and Code by Zapier lets you write the scoring formula in JavaScript or Python. The main trade-off is cost — Zapier's Professional plan ($20-50/mo) is required for the Code step, which is more expensive than self-hosted n8n for the same functionality.

How it works

• HubSpot trigger fires when a new contact is created
• Code by Zapier applies the weighted scoring model and outputs a 0-100 score
• HubSpot action updates the icp_fit_score property on the contact

Step 1: Set up the HubSpot trigger

Create a new Zap. Choose HubSpot as the trigger:

• Trigger event: New Contact
• Additional Properties to Retrieve: jobtitle, company, numberofemployees, industry, hs_analytics_source

Step 2: Add Code by Zapier for scoring

Add a Code by Zapier step:

• Language: JavaScript
• Input Data:
  • employees -> {{numberofemployees}}
  • industry -> {{industry}}
  • jobtitle -> {{jobtitle}}
  • source -> {{hs_analytics_source}}

let score = 0;
 
// Company size scoring (0-30 points)
const emp = parseInt(inputData.employees || '0');
if (emp >= 200 && emp <= 2000) score += 30;
else if (emp >= 50 && emp < 200) score += 20;
else if (emp >= 2000 && emp <= 10000) score += 15;
else if (emp > 0) score += 5;
 
// Industry scoring (0-25 points)
const industry = (inputData.industry || '').toLowerCase();
const ideal = ['saas', 'technology', 'software', 'computer software'];
const good = ['financial services', 'consulting', 'marketing'];
if (ideal.includes(industry)) score += 25;
else if (good.includes(industry)) score += 15;
else if (industry) score += 5;
 
// Seniority scoring (0-30 points)
const title = (inputData.jobtitle || '').toLowerCase();
if (['ceo','cto','cfo','coo','cmo','cro','chief'].some(t => title.includes(t))) score += 30;
else if (['vp','vice president','head of'].some(t => title.includes(t))) score += 25;
else if (['director'].some(t => title.includes(t))) score += 20;
else if (['manager','lead'].some(t => title.includes(t))) score += 10;
 
// Source scoring (0-15 points)
const sourceMap = {
  'ORGANIC_SEARCH': 15, 'DIRECT_TRAFFIC': 12, 'REFERRALS': 10,
  'PAID_SEARCH': 8, 'SOCIAL_MEDIA': 5, 'EMAIL_MARKETING': 5
};
score += sourceMap[inputData.source] || 0;
 
output = [{ score: Math.min(score, 100) }];

Step 3: Update the HubSpot contact

Add a HubSpot action:

• Action event: Update Contact
• Contact: Use the contact ID from the trigger step
• icp_fit_score: {{score}} (from the Code step)

Step 4: Add a filter for high scores (optional)

To notify your team about high-fit leads, add a Filter step before a Slack action:

• Condition: Score from Code step → Greater than → 70

Then add a Slack action to post to your channel.

Step 5: Test and publish

1. Click Test on each step to verify the score calculation
2. Check HubSpot to confirm the icp_fit_score property was updated
3. Turn the Zap On

Limitations

• Code by Zapier requires the Professional plan ($29.99/mo) or higher.
• No batch scoring: Zapier processes contacts one at a time. To re-score your entire database, trigger bulk updates from HubSpot or use the Code + Cron approach.
• Polling delay: 1-15 minutes depending on your plan.

Common questions

Can I use Zapier's built-in Formatter instead of Code by Zapier?

For simple scoring (e.g., if industry = X then 25 points), yes. But the Formatter step gets unwieldy with 4+ scoring dimensions. Code by Zapier gives you a single step with full logic control. It requires the Professional plan ($29.99/mo).

How many contacts can I score per month on each plan?

Each scored contact uses 1 Zap execution (multi-step). The Professional plan includes 750 tasks/mo — roughly 250 scored contacts (3 steps each). The Team plan gives 2,000 tasks/mo for higher volume.

Cost

• Professional plan: $29.99/mo. Each scored contact = 2 tasks (trigger + code + update = 1 Zap execution counted as tasks per step).
• Team plan: $69.99/mo if you need multi-step Zaps with Slack notifications.