HubSpot Stagnation Score Custom Field Setup

Overview

The Stagnation Score is a custom numeric field added to HubSpot company records to rank and prioritize outreach to prospects showing signs of business stagnation. Scores are calculated externally (in Clay or Excel) based on a weighted set of signals, then imported into HubSpot so that reps work highest-scoring accounts first.

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Why This Field Exists

When running targeted campaigns against a large company list (1,000–3,000 records), not all prospects are equally likely to be receptive. The Stagnation Score surfaces the companies with the strongest evidence of growth problems, so outreach effort is concentrated where it is most likely to land.

Without a score field in HubSpot, prioritization would have to happen outside the CRM, breaking the queue and making it difficult to track which records have been worked.

Stagnation Score Inputs

The score is built from the following signals, pulled during the ^[3] step:

Scoring tip: Assign point values to each signal (e.g., 10–15 points each) and sum them. Companies with the highest totals are worked first. Exact weights should be calibrated after the first round of outreach based on which signals correlate with prospect receptivity.

Calculating the score in Excel or Google Sheets is recommended over doing it inside Clay, as Clay's formula columns can be cumbersome for multi-signal weighted scoring.

Creating the Custom Field in HubSpot

1. Navigate to Settings → Properties → Company Properties.
2. Click Create property.
3. Configure the field:
   - Label: Stagnation Score
   - Field type: Number
   - Group: assign to a relevant group (e.g., "Lead Qualification" or create a new "Campaign Scoring" group)
4. Save the property.

Once created, the field will be available on company records, in list filters, and as a sort/filter criterion in views and sequences.

Populating the Field

Option A: CSV Import (simpler)

1. Export the scored company list from Excel/Sheets as a CSV.
2. Ensure the CSV includes a column named exactly Stagnation Score (or map it during import).
3. In HubSpot: Contacts → Import → Companies → map the score column to the custom property.
4. Use a unique identifier (company domain or name) to match records and update existing ones rather than creating duplicates.

Option B: Clay → HubSpot Direct Integration (preferred)

Clay has a native HubSpot integration. If the account is already connected (verify under Clay → Connections → HubSpot):

1. Add a HubSpot push action to the Clay company table.
2. Map the Stagnation Score column in Clay to the corresponding HubSpot company property.
3. Run the push after scoring is complete.

Note: Confirm integration tier supports company-level pushes before relying on this path. CSV import is a reliable fallback.

Using the Field for Prioritization

Once populated, use the Stagnation Score to:

• Create a sorted company view in HubSpot filtered to the active campaign (e.g., Food & Beverage, Great Lakes), sorted by Stagnation Score descending.
• Build enrollment lists for HubSpot sequences — enroll companies (and their associated contacts) starting from the top of the score-sorted list.
• Filter for re-engagement — after the active sequence completes, contacts with no response are moved to a nurturing workflow. If a nurture contact engages (email click, website visit, content download), the Stagnation Score can serve as a tiebreaker for re-prioritization.

Maintenance and Iteration

• Refresh scores when running a new campaign wave or after significant time has passed (signals like funding and headcount change).
• Recalibrate weights after the first 50–100 outreach attempts. If high-scoring companies are not responding and lower-scoring ones are, adjust the signal weights accordingly.
• Archive, don't delete — when a company is disqualified or closed-lost, zero out the score rather than deleting the field value, so historical data is preserved for reporting.

Related Articles

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• ^[5]
• ^[6]
• ^[7]
• ^[8]