How to build PQL Scoring in BigQuery using RudderStack data

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The Architecture: Headless Product Intelligence

To implement PQL Scoring effectively, you need to move beyond simple event tracking, interactive funnel analysis and siloed dashboards. By leveraging your existing BigQuery infrastructure, you can create a single source of truth for your GTM and Product teams.

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The "Logic Gap": Why Manual Implementation is Hard

1. The 'Fit' vs. 'Intent' Gap: PQLs require joining Firmographic data (Fit) with Behavioral data (Intent). Doing this join manually in SQL for every lead is tedious.
2. Scoring Decay: A user who was active last week but dormant this week should have a lower score. Implementing score decay in SQL is mathematically complex.
3. Iteration Speed: Changing the scoring logic requires a Data Engineer to rewrite code, slowing down the GTM team's ability to experiment.

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Implementation: The BigQuery-Native Code

If you were to build this manually, your dbt model or SQL query in BigQuery might look like this:

/*
   Generic example for PQL Scoring
   Tailored for BigQuery architecture
*/

WITH raw_events AS (
    SELECT
        account_id,
        event_name,
        timestamp
    FROM `bigquery.raw_data.events`
    WHERE event_name IN ('trial_started', 'billing_limit_reached', 'premium_feature_used')
),

calculated_metrics AS (
    -- BigQuery-specific logic for PQL Scoring
    -- e.g., using specific window functions or time-travel
    SELECT
        account_id,
        COUNT(*) as signal_volume,
        DATE_TRUNC('day', timestamp) as metric_date
    FROM raw_events
    GROUP BY 1, 3
)

SELECT * FROM calculated_metrics;

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The GrowthCues Advantage: Automate the Signal

While the code above provides a starting point, GrowthCues eliminates the need for manual SQL maintenance entirely. You can define PQL Scoring using our no-code Milestone Editor, and GrowthCues will automatically:

• Calculate the signal at the account level using your RudderStack data.
• Detect anomalies and behavioral shifts using robust statistical methods.
• Push actionable signals back into your BigQuery, where you can activate them directly into the tools your team uses (Slack, HubSpot, Salesforce).

GrowthCues acts as the Headless Intelligence Layer for your BigQuery. It connects directly to your RudderStack tables and automatically:

• Calculates PQL Scoring at the account level.
• Detects anomalies and behavioral shifts in real-time.
• Pushes actionable signals back into your warehouse, where you can activate them directly into the tools your team uses (Slack, HubSpot, Salesforce).

Deep Dive: The PQL Framework

Learn how to move beyond simple lead scoring. Read about Redefining B2B SaaS Metrics to focus on account-centric value.

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