Account Scoring Calculator
Score and prioritize your target accounts using a weighted scoring model. Identify Tier A accounts that deserve your highest-touch outreach.
Account 1
Do they use complementary tech?
Website visits, content downloads, etc.
Hiring, funding, tech changes
Match to ideal customer profile
Account Prioritization Results
| Account | Score | Tier | Revenue | Engagement | Signals | Recommendation |
|---|---|---|---|---|---|---|
| Account 1 | 36 | D | 0/5 | 3/5 | 3/5 | Monitor for signal changes |
Account Tier Definitions
Highest priority accounts. Warrant executive-level outreach, personalized content, and 1:1 marketing programs. These are your best-fit accounts with strong buying signals.
High-value accounts deserving multi-channel ABM campaigns. Personalized outreach at scale with targeted content and strategic touchpoints across channels.
Potential accounts that need nurturing. Focus on educational content and light-touch engagement. Monitor for engagement increases or new buying signals.
Lower priority or poor-fit accounts. Keep in passive nurture and monitor for significant changes. Re-score quarterly to catch any improvements.
The Complete Guide to Account Scoring in ABM
Account scoring is the foundation of any successful Account-Based Marketing (ABM) strategy. By systematically evaluating and ranking your target accounts, you can focus your resources on the opportunities most likely to convert into high-value customers.
What is Account Scoring?
Account scoring is a methodology for ranking target accounts based on their fit with your ideal customer profile (ICP) and their likelihood to buy. Unlike traditional lead scoring (which focuses on individuals), account scoring evaluates entire organizations across multiple dimensions.
Key Components of Account Scoring
- Firmographic Data: Company size, revenue, industry, location, and other business characteristics that indicate fit with your ICP.
- Technographic Data: The technology stack an account uses, including complementary or competitive solutions.
- Intent Signals: Behavioral indicators showing research activity around relevant topics or competitors.
- Engagement Score: How the account has interacted with your content, website, sales team, and marketing campaigns.
- Buying Signals: Events like funding rounds, executive hires, mergers, or technology changes that indicate buying readiness.
Building Your Scoring Model
An effective account scoring model starts with analyzing your best customers. Look for patterns in:
- Company size and revenue at the time of purchase
- Industry and sub-industry classifications
- Technology they were using before and after buying
- Buying cycle length and stakeholders involved
- Initial engagement touchpoints that led to conversion
Scoring Weights and Prioritization
Not all factors should carry equal weight. Engagement and intent signals are typically the strongest predictors of near-term buying behavior, while firmographic data helps identify long-term fit. A common weighting approach:
- Engagement Signals: 20-25% weight
- Intent Data: 15-20% weight
- Firmographics: 25-30% weight
- Technographics: 10-15% weight
- Buying Signals: 15-20% weight
Actioning Your Account Tiers
Tier A Accounts: Deploy your highest-touch tactics. Executive-to-executive outreach, personalized direct mail, custom content, dedicated account managers, and 1:1 events.
Tier B Accounts: Implement programmatic ABM with personalized touches. Multi-channel campaigns, targeted advertising, customized email sequences, and industry-specific content.
Tier C Accounts: Nurture at scale with relevant content. Educational resources, industry newsletters, and automated workflows that monitor for engagement increases.
Continuously Refine Your Model
Account scores should be dynamic, not static. Re-score accounts monthly or quarterly based on new engagement data, changes in buying signals, and conversions. Analyze which scored accounts actually converted to continuously improve your model's predictive accuracy.
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