Lead Scoring

Score and prioritize inbound and outbound leads by combining firmographic fit (how closely a lead matches your ideal customer profile) with behavioral engagement signals (actions that indicate purchase intent). This skill builds scoring rubrics, assigns weighted points, calculates composite scores, and segments leads into actionable tiers — Hot, Warm, and Cold — so sales teams focus time on the highest-converting opportunities.

Workflow

1. Define ICP Criteria — Establish the firmographic attributes of your ideal customer: target industries, company size ranges, revenue bands, geographic regions, and technology stack indicators. Each attribute gets a weight reflecting its predictive importance based on historical conversion data.

2. Assign Fit Scores — Score each lead's company against ICP criteria. A perfect-fit lead earns maximum fit points; partial matches earn proportional scores. Negative scoring applies for explicit disqualifiers (e.g., company size below minimum threshold, industries you don't serve, students or competitors).

3. Track Engagement Signals — Capture behavioral signals from marketing automation, CRM, and product analytics: email opens/clicks, website page visits (especially pricing and case study pages), content downloads, webinar attendance, demo requests, free trial signups, and reply sentiment. Weight each signal by its correlation to closed-won deals.

4. Calculate Composite Score — Combine fit score (typically 0–50 points) and engagement score (typically 0–50 points) into a composite score (0–100). Apply decay to engagement signals older than 30 days to ensure the score reflects current intent, not stale activity.

5. Rank and Segment into Tiers — Sort leads by composite score and assign tiers: Hot (75–100), Warm (40–74), Cold (0–39). Route Hot leads to SDRs for immediate outreach, Warm leads to nurture sequences, and Cold leads to low-touch automated campaigns. Review tier thresholds quarterly against actual conversion rates and adjust.

Usage

Provide your ICP definition, the engagement signals you track, and a list of leads with their attributes. The skill outputs a scoring rubric and scored/ranked lead list.