Strategy

Account Scoring

Also called: Lead Scoring, Account Prioritisation, Prospect Scoring

Definition

A method of ranking target accounts by their likelihood to convert — based on firmographic fit, technographic match, intent signals, and engagement history — to prioritise sales outreach.

Account scoring is the process of applying a numerical score to prospect accounts based on how well they match your ICP and how likely they are to be in an active buying window. Instead of treating all accounts on a list equally, scoring lets you prioritise the highest-fit, highest-intent accounts for more intensive outreach — and deprioritise weaker fits for lower-effort touches.

Scoring dimensions

Firmographic fit (40–50% of score): Does the company match your ICP on size, industry, geography, funding stage?

Technographic fit (20–30%): Does their tech stack include tools that indicate a good fit (or identify them as a prospect for your integration/alternative)?

Intent signals (20–30%): Are they actively researching your category? Have they visited your website? Are they showing up on G2 or Bombora intent reports?

Engagement signals (10%): Have they opened previous emails? Engaged with LinkedIn content? Attended a webinar?

Tier-based account prioritisation

The output of scoring is typically a tiered list:

  • Tier 1 (highest score): Maximum personalisation — custom landing pages, direct mail, senior AE attention, multi-channel sequences
  • Tier 2: Standard personalisation — tailored email sequences, LinkedIn outreach
  • Tier 3: Programmatic — high-volume, light-touch email sequences

Tools for account scoring

  • 6sense, Demandbase: AI-driven intent data + scoring platforms
  • HubSpot (lead scoring): Simple scoring based on behaviour and properties
  • Clay: Custom scoring logic built on multi-source data
  • Salesforce (Einstein Scoring): ML-based scoring for Salesforce users

Account scoring is the prioritisation layer above prospecting and below sequencing. Intent data is the signal that moves accounts up the scoring model in real time.

Related Terms

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