Knock2's Lead Score tells you which website visitors are the best fit for your business — both at the company level and the individual buyer level. It gives your team a clear, consistent way to prioritize outreach, filter your pipeline, and trigger automations on the leads that matter most.
What is Lead Scoring?
Lead Scoring is Knock2's system for evaluating every identified visitor — both Accounts and Contacts — against your Target Companies and Target Buyers definitions.
Every time Knock2 identifies a visitor, we enrich the company and contact with firmographic and professional data, then evaluate that data against your definitions to generate a score from 0 to 100.
The score reflects how closely the visitor matches your criteria — a higher score means a better fit. A perfect match would score near 100; a poor fit would score near 0.
How Scoring Works
When Knock2 scores a lead, it takes everything we know about that company and contact — industry, employee count, geography, job title, seniority, and more — and evaluates it holistically against your two scoring inputs.
Example: If your Target Companies description is "B2B SaaS companies in the U.S. with 100–500 employees," and Knock2 identifies a software company based in New York with 300 employees, that account would score very well. Add a contact who is a VP of Sales matching your Target Buyers, and the combined score would be even stronger.
Scores are calculated across two dimensions:
Company fit — how well the account matches your Target Companies
Buyer fit — how well the contact matches your Target Buyers
You can also adjust the weight between company fit and buyer fit in your Lead Score settings, so the score reflects what matters most to your team.
The Two Scoring Inputs
Both inputs describe the customers you want to win, not your own company. Describing your own business here is the most common setup mistake — it makes companies that look like you score highly, while your real buyers score low.
1. Target Companies
A natural-language description of the companies that are the best fit for your product.
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 uses this description to evaluate companies based on signals including:
Employee count
Industry and vertical
Geography
Funding stage
Revenue band
Tech stack
Go-to-market motion
2. Target Buyers
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 uses this to evaluate contacts based on job function, seniority, title keywords, and related role variants (e.g., "Revenue Ops" ≈ RevOps).
Where to Access and Edit Your Lead Score
You can update your Lead Score definitions in Settings.
When you update your descriptions:
New visitors will immediately be scored using your updated criteria
Existing records are not rescored automatically
To re-score existing leads, select the rows you want and click the Score button
Where Lead Scores Are Used
1. Accounts & Contacts
Sort and filter your tables by Lead Score to surface your best-fit visitors instantly.
2. Slack Notifications
Set alerts to fire only for high-scoring visitors (e.g., Lead Score ≥ 50) so your team sees signal, not noise.
3. Plays
Use Lead Score as a condition inside automations (e.g., "If Lead Score ≥ 70 → send to HubSpot").
Best Practices
Describe your customers, not yourself. Both fields are about the companies and people you want to sell to. If you run an HR consultancy that sells to restaurant groups, Target Companies should describe restaurant groups.
Write in natural language. Knock2 is designed to interpret descriptive text — write it the way you'd explain your ICP to a new hire.
Be specific. The more detail you provide, the more accurately Knock2 can evaluate fit.
Add exclusions. Use language like "Exclude agencies" or "Not a fit for pre-seed startups" to filter out poor fits at the scoring level.
Adjust weights. If company fit matters more than buyer fit (or vice versa), use the weighting control in your Lead Score settings to reflect that.
Need Help Refining Your Lead Score?
Our team is happy to review your Target Companies and Target Buyers with you. Message us in Intercom or email support@knock2.ai.