Most lead scoring models were designed around who a prospect is: title, company size, industry. Those attributes tell you whether an account fits, but not whether it's ready to buy. That gap is where reps waste most of their time.
Fit versus intent
Fit describes your ideal customer profile. Intent describes timing. A perfect-fit account that isn't in market will ignore your outreach; a good-fit account showing strong signals is worth calling today. Effective scoring combines both.
Signals worth tracking
- Funding announcements and acquisitions
- Leadership changes, especially in sales, marketing and RevOps
- Hiring activity for roles your product supports
- Public posts discussing problems you solve
- Technology changes and competitor mentions
Turning signals into a score
Not all signals are equal. Weight them by how strongly they've correlated with conversions in your own historical data, and let scores decay over time so stale signals stop inflating priority.
Putting it into practice
LeadGenius combines fit and AI signals into one score per lead, with Hot/Warm/Cold qualification and a next action, so reps start each day knowing which accounts deserve attention and why. Because the reasoning sits on every lead, outreach is easier to personalize.
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