Account scoring assigns value to target accounts based on attributes and behaviours that indicate potential to convert. It's a quantitative framework often built from firmographic, technographic, and intent data, combined with engagement signals from content interactions, web visits, or email engagement.
For demand generation teams, account scoring helps prioritise outreach and allocate resources efficiently. High-scoring accounts receive more personalised or higher-touch tactics, while lower scores may enter nurture tracks until activity increases. This allows marketers to balance scale and precision in ABM programmes.
The most effective models are regularly refined using predictive analytics or machine learning to reflect changes in market behaviour and campaign performance. When integrated with CRM and marketing automation platforms, account scoring provides a shared language for marketing and sales alignment, improving lead handoff and conversion rates.