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The build guide: weighted dimensions, negative signals that subtract points, and score bands that decide routing. It is the operational half that most ICP writing leaves out.
ICP Scoring Rubric Examples for B2B SaaS Teams
From Understory by Naufal Nugroho 15 min read
- A worked scoring rubric: firmographic 25, technographic 20, intent 15, engagement 15, triggers 10, economic outcome 10, negative signals 5.
- Decay behavioural signals by 10 to 20 percent for every 30 days of inactivity so old intent does not inflate a score.
- Point examples: demo request +30, pricing page visit +10, case study download +8, unsubscribe minus 15.
- Set the MQL cutoff to catch the top 20 percent, for example 70 when the average lead scores 35.
