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Profile Levels

Profile Levels bucket a lead's profile fit score — the score derived from firmographic and demographic attributes — into named tiers. They answer the question: how well does this person and their company match our Ideal Customer Profile?

When To Use Profile Levels​

Engagement tells you who's interested. Profile fit tells you who's worth your time even if they haven't engaged yet — and who isn't, even if they're flooding you with form submissions.

Use profile levels to:

  • Prioritize sales-assisted outreach to leads with strong ICP fit.
  • Filter out tire-kickers and competitors who pile up engagement without ever buying.
  • Build segments for ABM campaigns ("Strong Fit, Cold" — accounts you want to wake up).

Example Configuration​

A typical four-tier fit model:

NameRangeMeaning
Poor Fit0–24Doesn't match ICP criteria
Okay Fit25–49Some ICP match; moderate priority
Strong Fit50–74Good ICP match; high priority
Perfect Fit75+Ideal customer profile

The exact ranges depend on how your Profile Scoring Rules are weighted. Look at the score distribution across your existing leads before locking thresholds.

Configuring Profile Levels​

Profile Levels page showing a Ruleset dropdown set to "Primary ⭐", a horizontal score range bar with Poor Fit (0–19), Okay Fit (20–49), and Strong Fit (50–∞) tiers, and a table below listing each level with its score range, threshold, current lead count, and last modified date

  1. Navigate to Configure > Levels > Profile.
  2. Click Add Level.
  3. Enter:
    • Name — the tier label (e.g., "Strong Fit")
    • Min Score (inclusive)
    • Max Score (inclusive, or leave blank for the top tier)
    • Color (optional)
  4. Click Save.

Profile levels follow the same non-overlapping range rules as engagement levels. The top tier should be open-ended so unusually well-fitting profiles still map cleanly.

History and Revert​

Click History next to Add Level to view every change. Click Revert on any snapshot to restore that configuration — reclassification happens immediately.

Best Practices​

Anchor To Closed-Won Data​

The most defensible profile model is grounded in conversion data. Look at the leads who actually closed:

  • What's the median profile score among closed-won?
  • What's the bottom of that range?

Set "Strong Fit" so its lower bound matches the bottom of your closed-won distribution. This way, "Strong Fit and above" is a meaningful sales-ready tier.

Combine With Engagement Levels​

The most actionable signal in kenbun is the cross-section of profile and engagement. Build segments like:

  • Strong Fit + Hot — closing-priority accounts
  • Strong Fit + Cold — re-engagement targets
  • Poor Fit + Hot — possible spam, competitors, or low-quality leads

The Analyze Overview's Profile Fit × Engagement Level matrix surfaces this distribution at a glance.

Don't Over-Weight Profile​

Profile fit is slow-moving — once set, it rarely changes. Engagement is dynamic. If profile dominates the combined picture, you'll miss real-time buying signals. Treat profile as a filter, not a primary prioritization signal.

Troubleshooting​

A Lead Shows No Profile Level​

Either the lead has no profile score (no rules matched) or the score falls outside every defined range. Check the lead's profile score on the lead detail page; if it's nonzero, add a tier covering its range.

Most Leads Land in One Tier​

Your scoring rules are probably too uniform — for example, everyone gets the same +20 for "country = US" and nothing else discriminates further. Add rules that meaningfully separate leads (industry weighting, company size tiers, role seniority).

Profile Levels Page Is Missing or Looks Different​

The page only shows levels for the active OU. If you switched OUs, you'll see that OU's levels. To configure levels in another OU, switch first via the OU selector.