inbound-lead-scoring
Installation
SKILL.md
Inbound Lead Scoring
Lead scoring assigns a numerical value to each lead based on how well they match your ICP (fit) and how engaged they are with your content and product (behavior). The score determines when a lead is ready for sales (MQL threshold), how leads are prioritized, and which leads get fast-tracked vs nurtured.
The principle: a lead score is a prediction, not a fact. It predicts the likelihood that a lead will become a customer. Build the model from closed-won data, not from intuition. Calibrate it quarterly against actual outcomes.
The Two-Dimension Model
Every lead score is the sum of two independent dimensions. Track them separately, not as a single blended number.
| Dimension | What it measures | Data source | Changes? |
|---|---|---|---|
| Fit score | How well the lead matches your ICP (firmographic + demographic) | Enrichment data, form responses | Rarely. Firmographics are stable |
| Behavior score | How engaged the lead is with your content and product | Website activity, email engagement, form submissions, product usage | Constantly. Resets over time (decay) |
Combined score = Fit score + Behavior score