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Fast-Tracking Lead Scoring Using Time-Based Events

How To Use Time-Sensitive Criteria In Health And Lead Scoring Apps.

Behavior is dynamic, and your lead scoring model should be too. With HubSpot’s new time-based scoring feature, marketers and RevOps teams can now weigh recent actions more heavily than historical ones. This results in smarter, more agile decision-making across the funnel.

Why Time Matters in Scoring

Not all behaviors carry equal weight over time. A form fill from last week is more telling than one from six months ago. Now, with support for specific timeframes in both Lead and Health Scoring models, you can ensure your scoring reflects real-time engagement and intent.

Smarter, Responsive Scoring Models

Imagine refining your health scoring for existing customers. Instead of giving equal credit to every login or support interaction, you can:

  • Prioritize recent activity (e.g., last 7 or 30 days)

  • Reduce the weight of stale behavior

  • Detect churn risk or upsell opportunities earlier

For leads, you can highlight prospects showing active interest right now, not just those with high historical engagement.

Real-Time Relevance = Better Actions

Whether you’re building segments for sales outreach, creating automated workflows, or simply reporting on lead health, time-sensitive scoring helps you:

  • Target faster

  • Engage smarter

  • Convert better

FMK's Take

We believe scoring models should evolve with buyer behavior. This update brings scoring closer to how people actually interact with brands today: in surges, in sprints, in seasons. By aligning scores with temporal context, clients can deliver more personalized and timely experiences that convert.

Modern marketing is about momentum. This feature helps you catch it.

FAQ

Q: How often should time-based scoring rules be reviewed or adjusted?
A: At least once per quarter. Buyer behavior can shift with seasonality, campaigns, or product updates, so regular reviews keep your scoring model aligned with current engagement patterns.

Q: Can time-based scoring work alongside traditional lead scoring models?
A: Yes. Time-based scoring is meant to complement your existing model. You can layer time-sensitive actions on top of static criteria to build a more accurate picture of intent.

Q: How does FMK help teams implement time-based scoring effectively?
A: FMK audits your current lead scoring setup, identifies key time-based signals, and builds models that highlight real buying behavior. We help teams use temporal data to trigger timely, conversion-focused actions.

Launch region: Global

Tier Level: Pro, Enterprise