Defining Your ICP
ICP scoring evaluates leads against criteria you define. Here’s how the scoring works:Criteria Categories
Company Criteria
| Criterion | Example Values | Weight |
|---|---|---|
| Industry | Manufacturing, Construction | 25% |
| Company Size | 100-1000 employees | 20% |
| Revenue | $10M-500M | 15% |
| Location | United States, Canada | 10% |
Role Criteria
| Criterion | Example Values | Weight |
|---|---|---|
| Title Keywords | VP, Director, Manager | 15% |
| Department | Operations, Procurement | 10% |
| Seniority | Executive, Director | 10% |
Intent Signals
| Signal | Points |
|---|---|
| Requested pricing | +10 |
| Asked about timeline | +10 |
| Mentioned budget | +15 |
| Requested meeting | +20 |
| Mentioned competitor | +5 |
Weighting
Criteria are weighted to reflect importance. Assign a percentage weight to each criterion (e.g., Industry 25%, Company Size 20%, Revenue 15%) so the total reflects your priorities. Intent signals can add bonus points on top of the base score.Score Calculation
Scoring Formula
Your lead’s score is calculated by evaluating how well they match each criterion, weighted by importance, on a 0-100 scale.Example Calculation
| Criterion | Match | Weight | Points |
|---|---|---|---|
| Industry: Manufacturing | ✓ 100% | 25% | 25 |
| Size: 500 employees | ✓ 100% | 20% | 20 |
| Revenue: $50M | ✓ 100% | 15% | 15 |
| Location: USA | ✓ 100% | 10% | 10 |
| Title: VP | ✓ 100% | 15% | 15 |
| Department: Operations | ✓ 100% | 10% | 10 |
| Intent Bonus | +15 | - | +15 |
| Total | 110 → 100 (capped) |
Score Tiers
| Score | Tier | Action |
|---|---|---|
| 80-100 | 🟢 Highly Qualified | Fast-track to sales |
| 60-79 | 🟡 Qualified | Standard follow-up |
| 40-59 | 🟠 Needs Nurturing | Marketing sequence |
| 0-39 | 🔴 Not a Fit | Low priority |
Intent Analysis
Conversation Analysis
AI analyzes conversation content for buying signals such as urgency (“need this week”, “urgent”), budget confirmation (“budget approved”), decision-making authority (“I decide”), timeline mentions (“this quarter”, “next month”), and competitive evaluation (“comparing options”).Signal Scoring
| Signal Type | Points | Example |
|---|---|---|
| BANT - Budget | +15 | ”We have $100K budgeted” |
| BANT - Authority | +15 | ”I make these decisions” |
| BANT - Need | +10 | ”We need to replace our current supplier” |
| BANT - Timeline | +10 | ”Looking to purchase this quarter” |
| Competitor Mention | +5 | ”We’re also talking to XYZ Corp” |
Automatic Scoring
Trigger Points
Scoring runs automatically:- On Lead Capture: Initial score from conversation
- After Enrichment: Updated with company data
- On Updates: Recalculate when data changes
Score History
Track score changes over time:Using Scores
Lead Prioritization
Sort and filter leads by score:- Go to Leads
- Sort by ICP Score (descending)
- Focus on highest scores first
Automated Routing
Set up rules to automatically route leads: scores 80+ go directly to sales, 60-79 enter a nurture sequence, and below 60 go to marketing.CRM Integration
Your ICP scores can be automatically synced to your CRM as a custom field.Customizing Scoring
Industry-Specific ICP
You can create multiple ICP profiles for different market segments (e.g., “Enterprise Manufacturing” and “Mid-Market Construction”), each with its own criteria and weights.Negative Signals
Reduce scores for disqualifying factors:| Factor | Points |
|---|---|
| Personal email domain | -10 |
| Company size < 10 | -20 |
| Student/Intern title | -15 |
| Wrong industry | -25 |
Troubleshooting
Scores seem too high/low
Scores seem too high/low
- Review weight distribution
- Check criterion definitions
- Adjust thresholds based on closed deals
Intent signals not detecting
Intent signals not detecting
- Review conversation transcripts
- Add more signal keywords
- Check language variations
Scores not updating
Scores not updating
- Verify enrichment completed
- Check scoring triggers
- Manual recalculate if needed
Best Practices
Calibrate Regularly
Start Simple
Begin with 5-7 key criteria, then refine:- Industry
- Company size
- Title level
- Intent signals
Use Data
Analyze won/lost deals to identify patterns:- What did won deals have in common?
- What disqualified lost deals?
- Adjust ICP accordingly
Next Steps
CRM Sync
Push scores to CRM
Lead Capture
Capture configuration
Analytics
Score analytics
Integrations
CRM integration