Why 12 signals
Fewer than 8 and you miss obvious mismatches. More than 15 and the scoring system collapses under its own weight. 12 is what works for us across 1,000+ campaigns.
The 4 categories
Firmographic (4 signals)
Company size, industry vertical, geography, funding stage. Standard but essential. We weight company size highest because it correlates most with ACV.
Technographic (3 signals)
Current tech stack, integration compatibility, tech maturity. For SaaS clients this is the highest-signal category. We use Clay + BuiltWith for this.
Intent (3 signals)
Recent hiring patterns, funding events, content engagement, product launches. We use a custom Claygent prompt to detect these across LinkedIn + news + their website.
Fit (2 signals)
Decision-maker reachability (role accessible via email and LinkedIn) and motion-fit (do they buy software via outbound or only via referral).
Scoring
Each signal gets 0-3 points. Total 36 possible. We only campaign accounts scoring 22+ (strong fit). Accounts scoring 15-21 go into a nurture bucket. Below 15: removed.
What you get in the full template
- Google Sheet template with all 12 signals + scoring formulas
- Per-signal data source and Clay column setup
- Calibration guide for tuning thresholds to your ACV and sales cycle
- Example scored list from a real closed:in campaign