Article · 15 min read

ICP Scoring Rubric Examples for B2B SaaS Teams

Naufal Nugroho · Understory Free Advanced

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.

  • 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.
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The question it answers

  1. How do the best companies replace ICP opinion with a scoring model built on their own data?

Read with it

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  2. Kellogg's framing, that the ICP begins as a founder hypothesis and should end as a regression on renewal, expansion and win... Kellblog Essay · 9 min read Your ICP Starts as an Aspiration and Becomes a Regression Dave Kellogg
  3. Podcast · 15 min How to Create Your Ideal Customer Profile (ICP) Mark Roberge
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