Account Scoring is a vital part of Target Account Management. It helps you determine the level of engagement of your accounts.
It’s a systematic approach designed to help Sales and Marketing teams identify and prioritize the companies (including prospects) that are most likely to make a purchase.
In the complex world of B2B buying processes, it’s rare that a single individual makes a purchase decision. There are often various roles involved, each with their own needs. Account-based scoring takes this into account by aggregating the lead scores from multiple leads and providing a score at an account level.
|Account Engagement Score||Depth of engagement based on behavioral activities tracked across various channels (e.g. email, web, ad) from people in specific target accounts.|
|Account Product Interest Score||People from target accounts showing interest in the content from a specific product (e.g. downloading a white paper).|
|Account Web Engagement Score||People from target accounts visiting web channel. Same score can be created to measure channel engagement from email, ad, or other channels.|
To calculate account scores, you first need to create lead scores. Marketo TAM automatically aggregates lead scores to account scores. As an example, we’ll take two of the above examples (Account Product Interest Score and Account Web Engagement Score).
First, create lead score fields that capture relevant details from each lead of a target account.
Then assign those lead scores to their respective account scores:
Account Product Interest Score = SUM (Lead Product Interest Score)
Account Web Engagement Score = SUM (Lead Web Engagement Score)
Users can create multiple account engagement scores and assign different person scores to different account scores.
Once you’ve configured the lead score, proceed by following the steps below.
Click Target Account Management.
In Scoring Fields, click Edit.
You can choose up to five fields to calculate the Account Score.
Enter the Account Score name, click the Select Person Score drop-down and select the corresponding score.
Click +Add to add more scores.
Add all desired scores. Click Save when done.