The two-score model
Most lead scoring fails because it mixes fit and behavior into one number. Use two scores instead:
Fit Score = How well does this contact match your ICP?
Behavior Score = How engaged are they with your content and site?
Fit scoring (who they are)
| Criteria | Points |
| Job title: VP/Director/Head of Marketing | +30 |
| Job title: Manager | +15 |
| Company size: 200-2000 | +25 |
| Company size: 50-199 | +15 |
| Industry: B2B SaaS / Cybersecurity | +20 |
| Location: Israel / US / EU | +10 |
Behavior scoring (what they do)
| Action | Points |
| Visited pricing page | +25 |
| Submitted demo/contact form | +50 |
| Downloaded a resource | +20 |
| Opened email | +2 |
| Clicked email link | +5 |
| No activity in 30 days | -10 |
| No activity in 60 days | -25 |
The 3-tier system
- Hot (combined 70+): Sales contacts within 24 hours
- Warm (combined 31-69): Nurture sequence, marketing keeps working
- Cold (combined 0-30): Long-term drip, re-engage quarterly
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