Incorporating Demographic & Firmographic Data into Your Lead Score

Overview
Enhance your scoring model by adding attributes like industry, company size, or job title—so you reward leads that more closely match your ideal customer profile (ICP).

Procedure

1. Go to Settings → Lead Settings → Lead Scoring.

2. Click Add Scoring Rule.

3. Select Demographic/Firmographic as the criterion type.

4. Choose a field (e.g. Industry, Company Size, Job Title) and define condition(s).

   • Example: Industry = “Healthcare” → +20 points

   • Example: Company Size > 500 → +15 points

5. Assign point values and, if desired, set a maximum cap for this category.

6. Save; Laywork will apply these rules to all new and existing leads.

Tips

• Only score on firmographics where you have reliable data—otherwise you risk skewing scores.

• Keep your ICP definition in a shared doc so scoring rules stay aligned with marketing and sales strategy.

• Review the distribution of points from these rules periodically to ensure they’re adding real predictive value.