While some b-to-b organizations continue to struggle with the complexity of qualifying, managing and tracking individual leads, other, more-advanced organizations are moving toward account scoring – the ranking of accounts against a scale that represents perceived value to the organization. A scoring schematic is applied to each account’s details (e.g. industry, revenue), its contacts and its contact’s activities (e.g. asset download, event participation).
Account scoring is different from traditional lead scoring in how it addresses the notion of a buying center. In complex b-to-b buying processes, it’s rare for a single individual to make a purchase decision. There are often various roles involved, all with different needs and perspectives. Account-based scoring takes this into account, providing additional account intelligence and identifying opportunities that traditional lead scoring approaches neglect.
The illustration below depicts an organization in the beginning phases of the buyer’s journey. Each of the three individual leads goes through lead scoring, but all three fail to achieve sales attention. Two of the leads are from departments the organization doesn’t sell into, and the third has a low score due to limited activity. However, by looking at these leads from the account level, one can see that this account demonstrates significant buying interest.
In order to move forward in creating an account-scoring model, several building blocks are required, including:
Jay Famico is the Vice President of Client-Facing Technology at SiriusDecisions. He is a thought leader focused on helping companies gain maximum value from their investments in marketing programs and technology. Follow Jay on Twitter @JayFamico.