Knock2’s ICP Scoring engine helps you understand which website visitors match your Ideal Customer Profile — and who inside those companies is most likely to be a buyer. This makes it easy to prioritize high-intent traffic, route the right people into your GTM tools, and take action fast.
This article explains how ICP Scoring works, what signals we evaluate, and how you can customize it for your business.
What is ICP Scoring?
ICP Scoring is Knock2’s system for ranking website visitors (Accounts and Contacts) based on how closely they match your Ideal Company Type and Buyer Persona definitions.
Every time Knock2 identifies a visitor:
We enrich the company and person
We evaluate them against your ICP rules
We calculate a score from 0–100
We notify you when high-scoring visitors appear (Slack, CRM, workflows)
This removes guesswork for your team and ensures you focus on the visitors who matter.
Two Inputs: Ideal Company Type + Buyer Persona
Your ICP inside Knock2 is defined by two natural-language fields:
1. Ideal Company Type
A sentence-level description of the types of companies that are the best fit for you.
Examples:
“North American or European SaaS companies with 20–200 employees and strong web traffic.”
“B2B wholesale distributors using systems like NetSuite or Acumatica.”
Knock2 parses this text and turns it into machine-readable filters based on:
Employee count
Industry / vertical
Geography
Funding stage
Revenue band
Tech stack
Go-to-market motion
Keywords you include
2. Buyer Personas
A natural-language description of the roles and seniority levels that typically buy your product.
Examples:
“Sales, Marketing, RevOps, or Growth leaders.”
“CTO, CISO, or VP Engineering at mid-market companies.”
“Procurement and Vendor Ops managers.”
Knock2 extracts:
Job functions
Seniority
Title keywords
Synonyms
Related variants (“Revenue Ops” ≈ RevOps)
Where You Access and Edit ICP Settings
You can access your ICP settings from:
Contacts tab → three dots (•••) → “ICP”
Accounts tab → three dots (•••) → “ICP”
When you update your descriptions:
Knock2 re-parses your Ideal Company Type & Buyer Personas for future scoring
Scores are not recalculated automatically
If you need to re-score, you can select row(s) and use the "Score ICP" button
Most customers update this every 30–60 days as they refine their segmentation.
Where ICP Scores Are Used Inside Knock2
1. Accounts & Contacts
Sort & Filter by:
High-scoring Contacts & Accounts
2. Slack Notifications
Send alerts only for the visitors that matter.
Common thresholds:
≥ 50 for broad teams
≥ 75 for tighter ICP
≥ 80 for high-volume websites
3. Workflows
Use ICP Score as a condition inside automations:
“If ICP Score ≥ 70 → send to Slack”
“If Persona match = VP Sales → assign to rep”
“If Account match < 20 → suppress”
Best Practices for Defining Your ICP
Write in natural language
Knock2 is optimized for sentences, not bullet points.
Good example:
“We target mid-market SaaS companies in North America, typically 50–300 employees, Series A–C. Ideal buyers are Sales, Marketing, or RevOps leaders.”
Be specific
More detail = better scoring.
Add exclusions
Examples:
“Exclude agencies.”
“Not a fit for pre-seed startups.”
Review monthly
Most teams refine ICP as their GTM strategy evolves.
Need Help Refining Your ICP?
Our team is happy to review your Ideal Company Type and Buyer Personas with you.
Message us in Intercom or email support@knock2.ai.