Scoring Model
v4 (March 2026) · ICP Fit Score: 0-100 · Pure company quality, no signal mixing
How it works
The ICP Fit Score measures how well a company matches Contentoo's ideal customer profile. It's a direct point total (not weighted percentages) of firmographic and technographic criteria. A score of 100 means perfect fit on every dimension.
Firmographics
87 pts max
Localisation, size, maturity, industry, region, revenue, followers
Technographics
13 pts max
Translation stack, CMS, marketing automation, PM tools
Tier Thresholds
T1Hyper-personal outbound. AE-owned (~57 per AE).
83+T2Semi-personal sequences. BDR + Marketing.
74-82T3Automated sequences, programmatic ads. Marketing only.
40-73BelowDo not pursue (or only if inbound).
<40Firmographic Criteria (87 pts max)
| Criterion | Max | Scoring |
|---|---|---|
| Marketing org maturity | 20 | 10+ mktg AND 3+ content = 20, 5+ mktg AND 1+ content = 16, 5+ mktg = 11, 3-5 = 6, 2 = 2 |
| Localisation footprint | 22 | 20+ langs = 22, 10-19 = 18, 5-9 = 14, 3-4 = 9, 2 = 5 |
| Company size | 15 | 500-1,000 = 15, 1,001-5,000 = 15, 5,000+ = 12, 250-499 = 5, 100-249 = 3, 50-99 = 1, <50 = DQ |
| Industry | 10 | Core = 10, Secondary = 6, Tertiary = 3, Excluded = DQ |
| Region | 10 | DE/BE/NL = 10, Nordics/UK/FR/CH = 7, Other EU = 5, US/CA = 2 |
| Revenue | 8 | €250M+ = 8, €25M-€250M = 6, €10M-€25M = 3, €5M-€10M = 1 |
| LinkedIn followers | 2 | 10K+ = 2, 5K-10K = 1 (tiebreaker) |
Technographic Criteria (13 pts max)
| Criterion | Max | Scoring |
|---|---|---|
| Translation/localisation stack | 6 | Has dedicated tools = 6 |
| CMS | 3 | Has CMS = 3 |
| Marketing automation | 2 | Has MAP = 2 |
| PM/content ops tooling | 2 | Has tools = 2 |
Disqualifiers
If any of these apply, ICP Fit Score = 0:
- ✕ Fewer than 50 employees
- ✕ Excluded industry (Hospitality, Real Estate, Construction, Agriculture, Government, NGOs, Agencies, Energy, Media)
- ✕ Mono-language only (<2 website languages)
Intent Score (0–100) v2 — Signal-event model
ICP Fit tells you who to target. Intent tells you when. Both scores are shown side by side — not combined. Intent is a signal-event model: every signal is a timestamped event with a base weight that decays over time. Recent signals matter more. Clay is the single signal source of truth.
Decay formula:
weight × 0.5^(days / half_life) — signals effectively expire after ~3 half-lives.| Category | Max | Signals | Status |
|---|---|---|---|
| Engagement | 30 | Pricing page visits, content downloads, email clicks, webinars, form submissions | Pending |
| People Movement | 20 | Champion moves, CMO/VP/Head of Content hire, promotions into buying roles | Partial |
| Growth Signals | 20 | Headcount growth 20%+, funding rounds, geographic expansion, revenue growth | Active |
| Need Signals | 20 | Content/translation/marketing hiring, content velocity increase, tech stack changes | Active |
| Competitor | 10 | G2/Capterra negative reviews, agency switch mentions, paid media activity | Partial |