Automated Lead Tracking and Scoring Engine for MEPS International

In the steel market intelligence space, understanding buyer intent is critical to converting research-driven traffic into real sales opportunities. With decision-makers engaging across pricing pages, reports, and market insights, visibility into user behavior often becomes fragmented and difficult to act on. This case study explores how a global steel intelligence provider implemented an automated lead tracking and scoring framework using HubSpot, enabling precise attribution, smarter lead prioritization, and faster identification of sales-ready prospects.

Client Overview

MEPS International is a globally recognized provider of steel market data, pricing insights, and industry research. Its audience includes manufacturers, traders, and procurement leaders who rely on timely, data-driven intelligence to make critical business decisions.

With a content-rich website featuring research reports, price pages, and market insights, the client needed a smarter way to understand who was engaging, what content mattered most, and which prospects were ready for sales conversations.

The Challenge

Despite strong website traffic and high-quality content, lead management lacked structure and clarity.

Key challenges included:

• No structured lead capture system across high-value pages
   
• Zero visibility into which pages or reports generated high-intent leads
   
• Inability to differentiate between casual readers and serious buyers
   
• Manual lead qualification slowed down the sales cycle
   
• Sales teams lacked a prioritization model for outreach
   

As a result, valuable opportunities were being missed, and sales efforts were not aligned with real buyer intent.

The Solution

A complete demand-generation and intelligence tracking framework was built using HubSpot as the central engine.

The solution focused on connecting user behavior, content engagement, and lead readiness into one unified system.

Key solution components included:

• Custom Form Optimization
   High-intent forms were designed and placed strategically across research pages, pricing sections, and premium reports to capture qualified inquiries.
   
• Page-Level Tracking & Attribution
   Every key website page was tracked to identify exactly where leads originated, down to specific research articles, steel price pages, and reports.
   
• Behavioral Lead Scoring Model
   A dynamic scoring system assigned values based on actions such as page visits, report downloads, repeat sessions, and form submissions.
   
• Automated HubSpot Workflows
   Workflows were created to update lifecycle stages, notify sales teams, and route leads based on score thresholds and interest areas.
   
• Sales-Ready Lead Identification
   Once a lead reached a defined intent score, it was automatically flagged as sales-ready for immediate follow-up.
  
   

Results

• 85% increase in qualified leads entering the sales pipeline
   
• 100% page-level attribution tracking, providing full visibility into content performance
   
• 4x faster identification of sales-ready prospects
   
• Improved alignment between marketing insights and sales actions
   
• Higher conversion efficiency from research-driven traffic
  
   

Business Impact

This automation transformed content engagement into measurable revenue intelligence. The client could now clearly see which steel market insights drove demand, which prospects were most valuable, and when to engage them. Sales teams shifted from guesswork to data-backed prioritization, significantly improving outreach effectiveness.

Conclusion

By implementing an automated lead tracking and scoring engine, MEPS International turned its digital presence into a powerful demand-generation system. With HubSpot-driven tracking, scoring, and workflows, the organization now operates with clarity, speed, and precision, ensuring that the right prospects receive attention at the right time.