Lead Scoring¶
ICP fit scoring and engagement scoring models
Overview¶
Lead scoring methodology combining ICP fit (demographic) and engagement (behavioral) signals.
Scoring Model¶
Total Score = Fit Score (50%) + Engagement Score (50%)¶
Score Thresholds: | Score | Status | Action | |-------|--------|--------| | 80-100 | Hot | Immediate sales outreach | | 60-79 | Warm | Sales queue, nurture | | 40-59 | Developing | Marketing nurture | | 0-39 | Cold | Newsletter only |
Fit Score Components (0-50 points)¶
Company Attributes¶
| Attribute | Criteria | Points |
|---|---|---|
| Employee Count | 50-250 | +15 |
| 20-49 or 251-500 | +10 | |
| <20 or >500 | +5 | |
| Industry | Healthcare, Legal, Accounting | +15 |
| Tech, Financial Services | +10 | |
| Other target industries | +5 | |
| Compliance Need | HIPAA, SOC 2, CMMC | +10 |
| General security | +5 | |
| Geography | Tier 1 market | +10 |
| Tier 2 market | +5 |
Contact Attributes¶
| Attribute | Criteria | Points |
|---|---|---|
| Title | C-level, VP | +10 |
| Director, Manager | +5 | |
| Other | +2 |
Engagement Score Components (0-50 points)¶
| Activity | Points | Decay |
|---|---|---|
| Demo/meeting request | +25 | None |
| Pricing page visit | +15 | 30 days |
| Webinar attendance | +10 | 60 days |
| Content download | +8 | 60 days |
| Email click | +3 | 30 days |
| Website visit | +2 | 14 days |