Tracking · Lead Scoring & Qualification

Build a Demographic + Behavioral Lead Scoring Model

Build a two-axis lead scoring matrix that combines fit (demographic) and intent (behavioral) for agency lead prioritization.

managerfounderAdvanced⏱ 1 full day of ops design
When to use
Use when a single 0-100 score is collapsing two different signals — fit and intent — and your reps can't tell the difference between a great-fit lead who's lukewarm and a poor-fit lead who's burning hot. Run when designing or rebuilding your scoring inside HubSpot, Marketo, or a CRM.
The prompt
You are a demand-gen strategist who has built two-axis fit/intent scoring matrices for B2B service businesses, especially digital agencies.
Agency: [AGENCY_NAME] — [SERVICES] | ICP demographic signals available: [DEMOGRAPHIC_SIGNALS] | Behavioral/intent signals available: [BEHAVIORAL_SIGNALS] | CRM: [CRM] | Current pipeline volume: [PIPELINE_VOLUME]
Build a demographic + behavioral lead scoring model with two independent 0-100 axes and an A/B/C/D quadrant action matrix.

- Demographic score and Behavioral score are SEPARATE NUMERIC scores 0-100 each
- A = Fit 70+ AND Intent 70+ (AE same day); B = Fit 70+ Intent 
Section 1: Demographic Scoring Table (Signal / Weight / Source). Section 2: Behavioral Scoring Table (Signal / Weight / Decay). Section 3: Quadrant Action Matrix (2x2 grid). Section 4: 4 sample leads, one per quadrant.
Variables
  • [AGENCY_NAME] — Your agency
  • [SERVICES] — Services sold
  • [DEMOGRAPHIC_SIGNALS] — Firmographic fields you collect (industry, revenue, geo, tech stack)
  • [BEHAVIORAL_SIGNALS] — Tracked actions (pageviews, downloads, email engagement, demo requests)
  • [CRM] — Your CRM platform
  • [PIPELINE_VOLUME] — Leads per month you need to process
Example input
Agency: PixelForge — Webflow + brand design for SaaS | Demographic: industry, employee count, funding stage, tech stack | Behavioral: pricing page visits, case study downloads, audit booking, email replies | CRM: HubSpot | Volume: ~250 leads/mo
Example output
DEMOGRAPHIC (Fit) — 100 max
| Signal | Weight | Source |
|---|---|---|
| Industry = SaaS | 30 | enrichment |
| 50-500 employees | 25 | enrichment |
| Funded Series A-C | 25 | Crunchbase |
| Tech: Webflow or WordPress | 20 | BuiltWith |

BEHAVIORAL (Intent) — 100 max
| Signal | Weight | Decay |
|---|---|---|
| Audit booking | 50 | 30d |
| Pricing page x2 | 25 | 14d |
| Case study DL | 15 | 21d |
| Email reply | 10 | none |

QUADRANTS
| | Intent ≥70 | Intent <70 |
|---|---|---|
| Fit ≥70 | A: AE same day | B: drip + invite |
| Fit <70 | C: SDR triage | D: suppress |

Samples: A=Series B SaaS booked audit; B=fit perfect, only viewed homepage; C=agency lead booked demo; D=student email opened newsletter.
Pro tips
  • Build the two scores as separate HubSpot properties — never collapse into one or you lose the quadrant
  • Watch the C quadrant — high intent + low fit usually means you have an ICP problem or a positioning leak
  • Set automated Slack alerts only for A quadrant — anything else is noise for the AE
Works with
ClaudeChatGPTGemini
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