Build a Lead Scoring Model

Learning Objectives

• Define ICP-based demographic scoring
• Create behavioral scoring criteria
• Set MQL threshold and rationale
• Plan for score decay and refresh

Scenario

CloudSecure sells cybersecurity software to enterprises. 

ICP:
- Company size: 500-5000 employees
- Industries: Financial Services, Healthcare, Technology
- Titles: CISO, VP Security, IT Director, Security Manager
- Geography: North America, Western Europe
- Tech stack: Uses AWS or Azure

Key buying signals:
- Visited pricing page
- Downloaded security assessment
- Attended webinar
- Requested demo
- Multiple stakeholders from same company

Instructions

1. 1Review the company profile and ICP below
2. 2Create a demographic scoring model (0-50 points)
3. 3Create a behavioral scoring model (0-50 points)
4. 4Set MQL threshold with justification
5. 5Define score decay rules
6. 6Document handoff process to sales

Deliverables

• Demographic scoring rubric with point values
• Behavioral scoring rubric with point values
• MQL threshold and fast-track criteria
• Score decay policy
• Sales handoff SLA document

Evaluation Criteria

• Scoring aligns with stated ICP
• Point values reflect relative importance
• Behavioral scores capture buying intent
• Decay prevents stale leads from qualifying
• Handoff process is clear and measurable