Using OutboundSync data in HubSpot lead scoring
When to use this guide: Use this when you want outbound engagement from Instantly, Smartlead, HeyReach, or other connected SEPs to influence HubSpot Lead Scoring. Skip it if you are not using HubSpot’s scoring feature.
HubSpot Lead Scoring can use contact property criteria, including the custom properties OutboundSync installs when you connect HubSpot. That is the primary, always-available path for scoring outbound engagement. Timeline/app events are optional and only useful when your portal lists them in the scoring builder.
Primary path — custom contact properties
Section titled “Primary path — custom contact properties”In Marketing → Lead Scoring, add criteria on OutboundSync contact properties. High-value examples:
- Sentiment / category:
os_last_email_lead_category_nameandos_last_social_lead_category_name(and the matching*_lead_category_idfields when you filter by ID) - Engagement recency:
os_last_open_time,os_last_link_click_time,os_last_reply_time,os_last_sent_time - Engagement volume:
os_number_of_email_opens,os_number_of_email_link_clicks - Attribution:
os_last_email_campaign_name,os_last_social_campaign_name
Browse the full set in which HubSpot properties are updated. Email and social property groups stay separate so you can score channels independently.
For Smartlead category IDs used in filters and routing, see How to get lead categories from Smartlead.
Secondary path — Integration / App Events (if listed)
Section titled “Secondary path — Integration / App Events (if listed)”OutboundSync timeline types (opens, clicks, replies, lead category updated, and the social family) may appear under Integration Events or App Events in the Lead Scoring builder — HubSpot’s label varies by portal. Confirm the OutboundSync events show in your account before depending on event-based rules (including frequency or decay). If they do not appear, use the custom contact properties above.
Event type reference: Contact timeline events in HubSpot.
Acting on scored leads
Section titled “Acting on scored leads”Supered workflow packages help you automate follow-up after a score or category change — they do not define the score itself. See How to install pre-built Supered packages and Routing replies with a workflow.
