Score HubSpot leads based on firmographic and technographic fit using Make

Prerequisites

Make account (Core plan or higher recommended for volume)
HubSpot connection configured in Make via OAuth
A custom HubSpot contact property for the fit score (e.g., icp_fit_score, number type, 0-100)

Step 1: Add a Watch Contacts trigger

Create a new scenario. Add a HubSpot CRM -> Watch Contacts module:

Connection: Your HubSpot OAuth connection
Watch: New contacts (or Updated contacts if re-scoring)
Limit: 10 (per poll cycle)
Properties: Select jobtitle, company, numberofemployees, industry, hs_analytics_source

Step 2: Add a Router for scoring criteria

Add a Router module after the trigger. Each route handles one scoring dimension and sets a variable. Alternatively, use a single code module -- Make supports both approaches.

For the cleaner approach, add a Tools -> Set Multiple Variables module and use Make's built-in functions:

sizeScore:

{{if(and(1.numberofemployees >= 200; 1.numberofemployees <= 2000); 30;
  if(and(1.numberofemployees >= 50; 1.numberofemployees < 200); 20;
  if(and(1.numberofemployees >= 2000; 1.numberofemployees <= 10000); 15;
  if(1.numberofemployees > 0; 5; 0))))}}

industryScore:

{{if(contains("saas;technology;software;computer software"; lower(1.industry)); 25;
  if(contains("financial services;consulting;marketing"; lower(1.industry)); 15;
  if(length(1.industry) > 0; 5; 0)))}}

Code module alternative

If nested if() formulas feel unwieldy, use a JavaScript Code module (available on Core plan and above) with the same scoring logic as the n8n or Zapier approaches. It's more readable for complex scoring.

Step 3: Calculate the title seniority score

Add another Set Variable module for the seniority component:

seniorityScore:

{{if(contains(lower(1.jobtitle); "chief"); 30;
  if(or(contains(lower(1.jobtitle); "vp"); contains(lower(1.jobtitle); "vice president"); contains(lower(1.jobtitle); "head of")); 25;
  if(contains(lower(1.jobtitle); "director"); 20;
  if(or(contains(lower(1.jobtitle); "manager"); contains(lower(1.jobtitle); "lead")); 10; 0))))}}

Step 4: Aggregate the total score

Add an Aggregator or another Set Variable module:

totalScore: {{min(sizeScore + industryScore + seniorityScore; 100)}}

Step 5: Update the contact in HubSpot

Add a HubSpot CRM -> Update a Contact module:

Contact ID: {{1.id}} (from the Watch Contacts trigger)
Properties to update: Set icp_fit_score to {{totalScore}}

Step 6: Add a filter for high-score alerts (optional)

Click the line between the Update module and a new Slack -> Create a Message module to add a Filter:

Condition: totalScore greater than 70

Configure the Slack module:

Channel: #high-fit-leads
Text:

🎯 *High-Fit Lead*
*{{1.firstname}} {{1.lastname}}* — {{1.jobtitle}} at {{1.company}} ({{1.numberofemployees}} employees)
Score: *{{totalScore}}/100*

Step 7: Schedule and activate

Set the scenario schedule to every 15 minutes (or Immediately if using webhooks)
Toggle the scenario to Active

Variable scope

Make variables set in one module are available downstream but not in parallel branches. If using a Router, calculate the score before the Router or use a Code module that outputs everything in one step.

Cost

Free plan: 1,000 credits/month. Each scored contact uses ~3-4 credits (trigger + set variables + update). Handles ~250 contacts/month on free.
Core plan: $10.59/mo for 10,000 credits. Handles ~2,500 contacts/month.