FIRE

Fit, Intent, Recency, Engagement

A qualification framework used in account-based marketing (ABM) and B2B sales to evaluate and prioritize accounts based on their likelihood to convert. It stands for Fit, Intent, Recency, and Engagement—four critical signals that help revenue teams focus on the right opportunities at the right time.

• Fit evaluates how well an account aligns with your ideal customer profile (ICP), based on firmographic data such as industry, size, location, and tech stack.
• Intent measures whether an account is actively researching topics related to your solutions on third-party websites, indicating buying interest before they visit your site.
• Recency tracks how recently the account has shown activity—recent signals are more actionable and signal higher urgency.
• Engagement examines the depth and breadth of interaction across various channels, including visits to your site, content downloads, event participation, and email responses.

By combining these signals, FIRE scoring enables marketers and sales teams to identify in-market accounts early, prioritize outreach, and tailor engagement strategies that align with each account’s stage in the buying cycle.