ABM Account Scoring
Build a scoring model that combines fit, intent, and engagement to prioritize your target accounts.
The Three Pillars of Account Scoring
Effective account scoring combines three distinct signal types. Each tells you something different about the account's potential and timing.
What it measures: How well the account matches your ideal customer profile
Why it matters: High-fit accounts close faster, retain longer, and expand more
| Criteria | Points | Example |
|---|---|---|
| Company Size | 0-25 | 500-2000 employees = 25pts, 200-500 = 15pts |
| Industry | 0-25 | SaaS = 25pts, FinTech = 20pts, Healthcare = 15pts |
| Revenue | 0-25 | $50M-$200M = 25pts, $10M-$50M = 15pts |
| Tech Stack | 0-25 | Uses Salesforce + HubSpot = 25pts |
What it measures: Signals that the account is actively researching your category
Why it matters: Intent tells you WHEN to engage, not just WHO to engage
| Signal Type | Points | Source |
|---|---|---|
| Category keyword research | 30 | Bombora, 6sense |
| Competitor website visits | 25 | Bombora, SimilarWeb |
| G2/TrustRadius research | 20 | G2 Intent |
| Job postings (relevant roles) | 15 | LinkedIn, Indeed |
| Technology changes | 10 | BuiltWith, HG Insights |
What it measures: How the account interacts with your company
Why it matters: Engagement shows relationship strength and buying committee formation
| Activity | Points | Decay |
|---|---|---|
| Demo request | 50 | -10/month |
| Pricing page visit | 25 | -5/week |
| Case study download | 20 | -3/month |
| Webinar attendance | 15 | -3/month |
| Email open/click | 5 | -1/week |
| Additional contact engaged | +10 each | None |
Add 10 points for each additional contact engaged from the same account. 3+ contacts engaged = buying committee is forming. This is one of the strongest predictors of conversion.
Score Thresholds
Use these thresholds to route accounts to the right actions:
| Score Range | Tier | Action |
|---|---|---|
| 80-100 | Hot | Immediate AE outreach, Tier 1 treatment |
| 60-79 | Warm | SDR sequence, Tier 2 treatment |
| 40-59 | Nurture | Marketing automation, Tier 3 |
| Below 40 | Monitor | Passive monitoring only |
Score Decay
Scores should decay over time to reflect recency:
- Intent signals: Decay 50% after 30 days of inactivity
- Engagement signals: Decay based on activity type (see table above)
- Fit signals: No decay (unless company data changes)
Implementation Tips
- Start simple: 5-7 criteria total. You can add complexity later.
- Calibrate quarterly: Compare high scorers to actual wins. Adjust weights.
- Get sales buy-in: Let AEs review top 10 scores weekly. Their feedback is gold.
- Document everything: Write down why each criterion matters and how it's calculated.
- Avoid over-engineering: Perfect is the enemy of good. Ship and iterate.
Get the Scoring Template
Download our account scoring spreadsheet with built-in formulas and example criteria.
Download Toolkit