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ABM Scoring Guide: The New Way to Score Accounts Built on the Customer Journey

Posted January 12, 2022
abm scoring guide

Traditional lead scoring is failing. Account based changes everything. So, we built a new account scoring guide and model to help B2B marketers tackle the challenge of account engagement head on.


Traditional lead scoring is failing.

Traditional lead scoring takes into account a variety of predetermined factors that help in qualifying a leads propensity to purchase. Savvy businesses will likely have established scoring criteria that includes a combination of demographic attributes, lead source and estimated budget.


Popular marketing automation tools such as Marketo and Hubspot, may also complement this data with what they call “behavioral attributes,” which by their definition includes online activity such as page views, email engagement or content downloads.


So, what’s wrong with this strategy? The “behavioral attributes” used by traditional lead scoring models are focused on the top of the funnel. But, today’s B2B buyer journey is more complex, non-linear and circular than
ever before.


Account Based changes everything.

Just when you thought you have arrived at lead scoring nirvana, came Account-Based Marketing and changed everything; now instead of scoring individual leads you need to score entire accounts, but traditional CRM & Marketing Automation systems where never built to handle accounts. Without account scoring (as well as Leads to Account Matching which is table stakes in today’s ABM world), your inside sales rep can be qualifying John, your marketing team can be emailing Jennifer and your outside sales rep can be showing demos to Kevin, all without knowing that they all belong to the same company.


This creates confusion not only for your buyers that may find themselves in different sales cycles, but also for your marketing team that is wasting resources and could potentially delay or lose the sales opportunity.


For lead or account scoring technology to provide value, it has to be smarter. According to Gartner, 70 percent of leads are lost from poor follow-up. But, with hundreds of leads coming in every day, how do you prioritize? Organization’s need a full-time, intelligent system for monitoring successes and failures.
One that automatically adjusts the scoring based on real-time data and results.