Overview Scoring Ranges
| Score Range | Classification | Action |
|---|
| 75+ | Hot — Sales-Ready | Notify sales immediately, priority outreach |
| 50–74 | Warm — Nurture | Enter nurture sequence, book discovery call |
| 25–49 | Cool — Monitor | Light-touch nurture, watch for engagement |
| 0–24 | Cold — Low Priority | Minimal effort, automated nurture only |
| Negative | Disqualified | Suppress from sales workflows |
Maximum possible positive score: ~120+ (high-fit company + strong engagement)
1 Fit Scoring (Who They Are)
Properties set on the contact or company record — from form submissions, enrichment, imports, or manual entry.
1.1 Job Title / Role (+3 to +20)
The buyer for EAP and workplace wellbeing services is typically HR, WHS, or executive leadership.
| Signal | Score | Rationale |
|---|
| C-Suite (CEO, CFO, COO, Managing Director) | +20 | Ultimate decision maker, high authority |
| HR Director / Head of People / VP People & Culture | +20 | Primary buyer for EAP contracts |
| WHS Manager / Head of Safety / Risk Manager | +15 | Key buyer for psychosocial risk & incident management |
| HR Manager / People & Culture Manager | +15 | Core buyer persona |
| HR Business Partner / HR Advisor | +10 | Influencer, often researches solutions |
| L&D Manager / Training Manager | +10 | Buyer for training & development services |
| Office Manager / Operations Manager | +5 | Sometimes manages EAP in SMEs |
| General Manager / Department Head | +5 | May have budget authority |
| HR Coordinator / HR Officer | +3 | Researching on behalf of decision maker |
| Consultant / Advisor (external) | +3 | Could be recommending to their clients |
1.2 Company Size — Employee Count (+5 to +25)
EAP is typically priced per-employee. Larger organisations = larger contract value and stronger fit.
| Employee Count | Score | Rationale |
|---|
| 1,000+ | +25 | Enterprise — highest contract value |
| 500–999 | +20 | Large — strong fit |
| 200–499 | +15 | Mid-market — core sweet spot |
| 50–199 | +10 | Small-medium — solid prospect |
| 20–49 | +5 | Small — may have budget constraints |
| 4–19 | 0 | Micro — unlikely to have EAP budget |
| 1–3 | -50 | Too small for EAP — likely individual or sole trader |
1.3 Industry (+5 to +20)
Higher-risk industries are more likely to need EAP, psychosocial risk management, and incident response.
| Industry | Score | Rationale |
|---|
| Mining / Resources | +20 | High psychosocial risk, FIFO, mandatory requirements |
| Construction / Infrastructure | +20 | High-risk workforce, safety culture |
| Healthcare / Aged Care | +20 | Burnout-heavy, critical incident exposure |
| Emergency Services / Defence | +20 | Trauma exposure, mandatory support |
| Government / Public Sector | +15 | Large workforces, procurement cycles, compliance-driven |
| Education | +15 | Growing wellbeing mandates |
| Financial Services / Insurance | +15 | High-stress, regulatory pressure |
| Transport / Logistics | +15 | Remote workers, shift work, safety |
| Manufacturing | +10 | Shift work, safety requirements |
| Professional Services | +10 | Growing focus on burnout/wellbeing |
| Retail / Hospitality | +5 | High turnover, budget-conscious |
| Tech / SaaS | +5 | Growing awareness but competitive market |
| Not-for-Profit | +5 | Budget-constrained but values alignment |
1.4 Geography (+0 to +10)
Converge operates in Australia only.
| Location | Score | Rationale |
|---|
| Australia — metro (Sydney, Melbourne, Brisbane, Perth, Adelaide) | +10 | Primary service area, full coverage |
| Australia — regional / remote | +10 | Strong need, especially FIFO/mining |
| Outside Australia | 0 | May be international company with AU operations — verify manually |
1.5 Company Type (+0 to +10)
| Type | Score | Rationale |
|---|
| Corporate / Enterprise | +10 | Primary target |
| Government / Public Sector | +10 | Large, compliance-driven |
| Public vs Private company | 0 | Track via enrichment for reporting — doesn't affect fit |
| NFP / NGO | +5 | Values alignment, smaller budgets |
| Sole trader / Freelancer | 0 | Not a fit |
| Recruitment agency (for placement) | -100 | Likely sourcing candidates, not buying |
2 Engagement Scoring (What They Do)
Scores based on tracked behaviour — website visits, form submissions, email engagement, and content interaction.
2.1 Website Page Visits (per page)
| Page Visited | Score | Rationale |
|---|
| /contact or /contact-us | +10 | Strongest intent signal |
| /business/ (business landing page) | +10 | Identifying as a buyer |
| /eap-services/ | +5 | Core service interest |
| /risk-management-safety/ | +5 | Psychosocial risk interest |
| /incident-management/ | +5 | Critical incident interest |
| /training-development/ | +5 | Training interest |
| /mediation/ or /conflict-resolution/ | +5 | Specific service interest |
| /drug-alcohol-testing/ | +5 | Specific service interest |
| /about/ or /about-us/ | +2 | Evaluating credibility |
| /case-studies/ or /testimonials/ | +2 | Evaluating proof |
| /resources/ or /blog/ | +2 | Research phase engagement |
| /careers/ or /jobs/ | -100 | Job seeker — not a prospect |
| /book-appointment/ (individual) | -100 | Consumer — using the service, not buying |
| /find-a-counsellor/ or similar | -100 | Consumer — individual user |
2.2 Total Page Views (+2 to +3)
Cumulative — each tier adds to the score as page count increases.
| Signal | Score | Rationale |
|---|
| 1–2 pages total | +2 | Casual browse |
| 3–5 pages total | +3 | Interested — exploring |
| 6–10 pages total | +3 | Actively evaluating |
| 11+ pages total | +3 | Deep research — strong buying signal |
2.3 Form Submissions (+5)
| Form | Score | Rationale |
|---|
| Any form submission (business enquiry, quote request, demo, whitepaper, newsletter) | +5 | Shows intent — type of form determines lead routing, not score weight |
| "Job Application" form | -100 | Applicant — hard disqualify |
| "Book Counselling" / "Access EAP" (individual) | -100 | Consumer — service user |
2.4 Marketing Email Engagement (+2 to +3)
Automated/bulk emails — newsletters, nurture sequences, campaign blasts.
| Action | Score | Rationale |
|---|
| Opened marketing email | +2 | Aware of content |
| Clicked marketing email | +3 | Engaged with content |
| Unsubscribed | -50 | Opt-out — reduce from active scoring |
2.5 Sales Email Engagement (+2 to +5)
1:1 emails sent by a sales rep from HubSpot (logged in CRM). Higher weight than marketing emails — indicates direct relationship activity.
| Action | Score | Rationale |
|---|
| Opened sales email | +2 | Aware of outreach |
| Clicked link in sales email | +5 | Engaged with rep's content |
2.6 Recency Multipliers (+5 to +10)
| Signal | Score | Rationale |
|---|
| Page views in last 7 days | +10 | Active evaluation window |
| Last engagement date within 7 days | +5 | Recency boost |
3 Disqualification Filters
All disqualification signals score at -100 to immediately suppress bad leads from the pipeline.
| Signal | Score | Rationale |
|---|
| Email domain: gmail, hotmail, yahoo, outlook (personal) | -100 | Likely individual, not business buyer |
| Job title contains: "Counsellor", "Psychologist", "Therapist" | -100 | Likely a practitioner or job seeker |
| Job title contains: "Student", "Intern", "Graduate" | -100 | Not a decision maker |
| Form submission: job application | -100 | Hard disqualify |
| Form submission: individual counselling booking | -100 | Consumer, not buyer |
| Enquiry type = individual/personal | -100 | Consumer self-identified via form |
| Viewed login/portal page 2+ times | -100 | Existing EAP user trying to access account |
| Visited /careers/ but no other pages | -100 | Job seeker only |
| Country outside Australia (no AU presence confirmed) | -100 | Only apply after manual check confirms no AU operations |
| Known competitor domain | -100 | Competitor research |
| Bot/spam indicators (junk data, fake company) | -100 | Data hygiene |
4 Score Decay
Scores must decay over time to prevent stale leads sitting at inflated scores. Without decay, a lead who was active 6 months ago looks the same as one active today.
4.1 Engagement Score Decay
30 days
-5
No website visit
60 days
-10
Cumulative: -15
90 days
-15
Cumulative: -30
| Condition | Action | Frequency |
|---|
| No website visit in 30 days | -5 | Once (at 30-day mark) |
| No website visit in 60 days | -10 | Once (at 60-day mark) |
| No website visit in 90 days | -15 | Once (at 90-day mark) |
| No email open (marketing or sales) in 60 days | -10 | Once |
4.2 Decay Rules
- Fit scores do NOT decay. A good-fit company is still a good-fit company. Only engagement decays.
- Decay is cumulative. A lead with no activity hits -5 at 30 days, then -10 more at 60 days, then -15 more at 90 days (total -30 off engagement).
- Any new engagement resets the decay clock. A website visit, email open, or form submission restarts the countdown from zero.
