Not every account on a target list deserves the same attention. Some are a perfect fit and showing buying signals right now. Others look good on paper but are months away from being ready. Lead scoring is how we tell them apart.
Without a scoring model, outbound treats every account the same. With one, we know exactly where to focus and why.
What we score accounts on
We score every account across five dimensions. Each one tells us something different about how likely that company is to convert.
Firmographic fit covers the basics. Industry, company size, geography, and revenue stage. This is the foundation. If a company does not match your ICP on these criteria, everything else is irrelevant.
Technology stack tells us whether the infrastructure is in place for your product to work or integrate. A company using the tools your product connects with is easier to sell to than one that would need a significant workflow change first.
Seniority and role fit looks at whether the right people are reachable at that account. An account where the decision-maker is identifiable and contactable scores higher than one where the buying team is unclear.
Buying signals are the live triggers that suggest an account is in motion right now. A recent funding round, new hires in relevant roles, a leadership change, or a tech stack addition. These are covered in more detail in the Intent Signals article.
Engagement history applies to any account that has already had contact with your brand. Opened emails, LinkedIn interactions, website visits. An account that has shown any engagement gets a score bump.
How we weight the criteria
Not all criteria carry equal weight. We adjust the scoring model based on what is most predictive for your specific market.
For most B2B SaaS companies, firmographic fit and buying signals carry the most weight. For companies selling to enterprise, seniority and role fit moves up. For companies with a tight integration story, tech stack becomes more important.
We set the weighting during onboarding and adjust it as performance data comes in over the first 90 days.
What the scores produce
Once every account is scored we divide them into tiers and assign an outreach strategy to each one.
Tier 1 accounts score highest across the criteria. They get full multi-touch outreach, buying committee mapping, and LinkedIn sequences running in parallel with email.
Tier 2 accounts are a reasonable fit but missing one or two criteria. They get a lighter email sequence and get moved to tier 1 if they show engagement.
Tier 3 accounts are held back. They stay on the radar and get re-evaluated quarterly or when a new buying signal appears.
How the scoring model evolves
The initial scoring model is built on the best available information at the start of the engagement. Over time, real performance data makes it sharper.
We review the model every quarter. If tier 1 accounts are converting well, we look at what they have in common and tighten the criteria. If tier 2 accounts are outperforming expectations, we understand why and adjust the weighting.
After six months the scoring model reflects your actual market, not just your assumptions about it.
FAQ
How is lead scoring different from ICP mapping?
ICP mapping defines the type of company you are going after. Lead scoring takes that definition and applies it to real accounts to rank them by how well they match and how ready they are to buy. ICP mapping is the criteria. Lead scoring is the application of those criteria to a list.
Do you score individual contacts or whole companies?
Both. We score at the company level first to decide which accounts make the tier list. Then we score contacts within those accounts to decide who to reach and in what order. A company can score well as an account but have only one reachable contact. We flag those cases and adjust the outreach strategy accordingly.
Can we see the scores?
Yes. We share the scored account list with you before any outreach begins. You can see which tier each account sits in, which criteria it matched, and why it was prioritised. If you disagree with a placement you can raise it and we will review the criteria together.