Awareness Scoring Playbook 2026

March 6, 2026

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A workflow that tracks account activity across channels and converts it into clear awareness stages that sales and marketing can act on.

Dan Rosenthal

How it works

Step 1: Define account-level awareness stages

Define the five awareness stages:

Identified = your target account list, no engagement yet.
Aware = custom
Interested = custom
Evaluating = custom
Selecting = open deal

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Step 2: Define variables for Aware, Interested, Evaluating

Some of the variables you might wanna take into consideration include:

Outbound email opens
Multiple LinkedIn ad clicks
Website visits (deanonymized)
Low-level LinkedIn ad engagement
Positive reply to outbound email
High LinkedIn ad engagement
LinkedIn Connections
Content downloads
Demo request

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Step 3: Target Account List

Use multiple databases to build your target account list:

Create a broad Tam Map using databases filters (Apollo, AI Ark)
Upload companies to Clay to qualify with Claygent
Qualified companies (and tiered) = your target account list
Create/Update object (company) from Clay to HubSpot

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Step 4: Track and aggregate signals in one Clay Workbook

Define which 1st, 2nd, and 3rd party signals you’d like to track. Examples include:

Website visits via HubSpot, Warmly
Social engagement (likes, comments, reports) via Trigify, Clay
Ad exposure at the account level via Fibbler, zenABM
Community participation via Slack, Skool
Attendance at webinars via Sequel.io, Luma

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Step 5: Sync back signals to CRM

Push them as custom event and not as property.

Create a property called Awareness stage
5 single-select options:
- Identified
- Aware
- Interested
- Evaluating
- Selecting

The only signals that are stored as property instead of custom event are:

CEO Connections (via LinkedIn)
LinkedIn Ads Engagement (via Fibbler)

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Step 6: Create HubSpot lists (segments) for each awareness stage

Select five lists for each of the 5 awareness stages:

The filters for each list are all “or” criteria for each awareness stage
Example for Aware stage:
- Outbound Email Open completed ≥3 times in last 30 days
- Website Visitor completed ≥1 time in last 30 days
- LinkedIn Ad Engagements (30 days) < 4

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Step 7: Create HubSpot workflow

One workflow to auto-update awareness stage property

Trigger: Account has entered any of the lists
Check branches in this order (highest to lowest): Selecting, Evaluating, Interested, Aware, Identified
Send webhook: Whenever awareness stages change send data to Clay via webhook

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Step 8: Use Clay to create awareness stage summaries

Import companies in Clay from step 7
Lookup HubSpot properties for signals
Use HTTP API to lookup all custom events for signals
Create a giant prompt in Claude to create the summary about why they changed awareness stage

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