Article
3 tips to creating an account scoring model today - Gradient Works
gradient.works
Quoted on this wiki
Every place a page here uses this source, in the order the words come in it.
“Account scoring sorts potential customers based on your Ideal Customer Profile (ICP).” Lead scoring, alternatively, focuses directly on the activity of the individuals that work for a company.More specifically, do the relevant individuals who work for the company show intentand a likeliness to buy? In many cases, it's referred to as behavior scoring in account-based marketing. Take a deeper diveinto intent signals. Intent signals help you assign a value to the activity of a specific individual, including web activity like viewing a pricing page or online demo, content downloads, or social media engagement. These two scores can give your sales team an easy way to prioritize their outreach. Whether you use numbers, letter grades, colors, or even emojis for the score, it’s important that marketing and sales are on the same page to what the scoring means, and when you reach out. Additionally, account scoring always includes attribution as a part of the reporting. To learn more about behavior scoring and attribution, start here. Those should be outlined in your rules of engagement. If you aren’t sure you have documented rules of engagement, try our toolkit and template. How to get started building scoring models (with examples) So, how do you develop an account scoring model? Try these 3 steps. 1. Don’t get fancy First, identify your ICP if you haven’t. If you've got a solid ICP hypothesis, you'll know what firmographic factors matter. You'll also have a sense of which attributes matter more. Weight those higher. Just keep the math super simple. Know that the data you have won't always be perfect. Even if your weights are right, you may be weighting the wrong values. But you need to start somewhere, so just start. Account scoring can be as straightforward or as complicated as needed to help prioritize your lists. A simple cumulative score is effective and easy to build quickly. As companies scale, they often begin weighting both firmographics and lead activity to build a score.
“Your ICP consists of any number of indicators about a company or account, that help you identify whether this company has the potential to be a good customer.” Lead scoring, alternatively, focuses directly on the activity of the individuals that work for a company.More specifically, do the relevant individuals who work for the company show intentand a likeliness to buy? In many cases, it's referred to as behavior scoring in account-based marketing. Take a deeper diveinto intent signals. Intent signals help you assign a value to the activity of a specific individual, including web activity like viewing a pricing page or online demo, content downloads, or social media engagement. These two scores can give your sales team an easy way to prioritize their outreach. Whether you use numbers, letter grades, colors, or even emojis for the score, it’s important that marketing and sales are on the same page to what the scoring means, and when you reach out. Additionally, account scoring always includes attribution as a part of the reporting. To learn more about behavior scoring and attribution, start here. Those should be outlined in your rules of engagement. If you aren’t sure you have documented rules of engagement, try our toolkit and template. How to get started building scoring models (with examples) So, how do you develop an account scoring model? Try these 3 steps. 1. Don’t get fancy First, identify your ICP if you haven’t. If you've got a solid ICP hypothesis, you'll know what firmographic factors matter. You'll also have a sense of which attributes matter more. Weight those higher. Just keep the math super simple. Know that the data you have won't always be perfect. Even if your weights are right, you may be weighting the wrong values. But you need to start somewhere, so just start. Account scoring can be as straightforward or as complicated as needed to help prioritize your lists. A simple cumulative score is effective and easy to build quickly. As companies scale, they often begin weighting both firmographics and lead activity to build a score.
Quotes are verbatim and belong to their publishers. Where a quote has been translated, the original wording is kept below it.