Account Scoring

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Account Scoring Model

This model assigns scores to various actions taken by target accounts, helping you prioritize high-engagement accounts effectively.

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Benefits of the Scoring Model:

• Provides a clear, quantitative measure of engagement.
• Ensures recent activity is weighted higher, focusing efforts on active accounts.
• Helps align sales and marketing teams by identifying high-value accounts.

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Use Cases in Recotap:

Prioritizing Accounts:

• Identify highly engaged accounts (based on clicks, conversions, impressions, intent signals) and focus marketing efforts on these targets.

Optimizing Campaigns:

• Adjust campaigns based on engagement trends.

Measuring ROI:

• Use scores to assess the effectiveness of advertising campaigns in driving account engagement.

Customizable Weighting

• Teams can assign higher weight to more critical signals (e.g., sales calls might carry more weight than ad clicks).

Decay

• Forget traditional lead scoring method, instead use decay to keep the account score fresh & relevant over time.

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Key Attributes in the Scoring Model:

• Increment: Defines the points added to the account score for each activity.
• Maximum Cap: The upper limit of points that can be assigned for a specific activity.
• Decay: Represents the time duration after which the points start reducing to give more weightage to the fresh engagement.

For eg. If No. of days=1000, then 0.001 score will be decreased per day.

• Score: Indicates the value based on views, intent topics matched, or the number of qualifying activities according to the rules set for each intent signal.

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Overall Account Scoring Calculation

• The final score is determined by the sum of individual intent scores multiplied by their respective weights.
• Customizable Weighting – Teams can assign higher weight to more critical signals (e.g., sales calls might carry more weight than ad clicks).
• The Overall Score is a combination of different intent signals, each assigned a weight based on importance.
• Each intent signal can be toggled ON/OFF – Allowing customization of the scoring model.
• Weights can be adjusted – Users can increase or decrease the importance of each intent signal.
• For instance, if each of the intent signals weighs 1  – Meaning all intent signals contribute equally.

🔹 Formula for Overall Score:

• Overall Score = Weight *(Advertising Activity)+Weight *(Website Intent)+Weight *(G2 Intent)+Weight (Bombora Intent)+Weight(Sales Activity)

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Intent Signals Included in the Overall Score:

1. Advertising Activity – Engagement from paid ads.
2. Website Intent – Behavior on the company’s website (where Recotap tracking code is being added)
3. G2 Intent – Buyer intent signals from G2 reviews, comparisons, and category views.
4. Bombora Intent – Market-wide research intent (accounts researching relevant topics on external platforms).
5. Sales Activity – Engagement with sales teams (e.g., sales calls, email clicks).

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Advertising Activity Scoring Breakdown:

1. Click:
   • Description: Each ad click by a target account adds 1 point to the account score if no increment value is set.
   • Increment: Recotap’s default value is fixed at 5 points per click.
   • Maximum Cap: Not applicable.
   • Decay: Default value is 30 days.
2. Conversion:
   • Description: Each conversion event (e.g., form submission or specific engagement) adds 1 point to the account score, if no increment value is set.
   • Increment: Each conversion contributes 10 points by default in Recotap.
   • Maximum Cap: Not applicable.
   • Decay: Default value is 30 days.
3. Impression:
   • Description: For every ad impression (view), the account score increases by 1 point, if increment value isn’t set.
   • Increment: Default value is set at 1 point per impression.
   • Maximum Cap: Capped at 5 points per account.
   • Decay: Points decay after 7 days by default.

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G2 Intent Scoring Breakdown:

Each account is assigned a score based on the type of engagement they have shown on G2. Different intent activities can be weighted differently to reflect purchase intent intensity.

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Website Intent Scoring Breakdown:

Website activity is scored based on specific rules that define the importance of different pages. The higher the score, the stronger the intent from the visitor.

1. Page-Based Scoring – Different pages can be assigned different scores depending on their importance.
2. Decay Mechanism – Intent scores reduce over time if no further engagement happens (e.g., scores decay after 30 days).
3. Customization – Users can add rules and define what web pages count as intent signals.

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Steps to add a rule:

1. Select Web Page Condition: Choose “Contains” or “Equals”.
2. Enter URL Keyword: Example: If the URL contains “pricing,” it signals strong intent.
3. Assign Score: Increase or decrease score based on importance.
4. Set Decay: Define how long the score should remain before it reduces (e.g., 30 days).

💡Scores will be calculated from the top & are based on views. Therefore, rearrange the activities based on your priority.

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Sales Activity Scoring Breakdown:

Each sales-related activity is assigned a score based on its level of intent. The higher the score, the stronger the sales engagement. Additionally, a decay period is applied, meaning that if no further activity occurs within a set timeframe, the score starts reducing.

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Bombora Intent Scoring Breakdown:

• The Bombora Intent Scoring Model in Recotap assigns scores based on intent signals captured from Bombora. You will see a list of groups/topics that you have set here. You can assign scores against them.
• Users can edit Bombora rules by adding new intent topics or adjusting scores based on relevance.
• Scores will be calculated based on the number of Bombora Intent Topics that the accounts match

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How to Edit the Account Scoring Model?

• Click the three-dot menu (⋮) against each activity to edit the scores.
• Adjust the values for Increment, Maximum Level, Scores or Decay as per your scoring needs.
• Use the toggles to enable or disable limits (e.g., Maximum Level or Decay).
• Click Update to save changes.

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Determine Account Engagement aligning to the scores:

Engagement scores can be categorized into three levels based on their percentiles:

• Hot: Accounts in the top 80th to 100th percentiles (highest engagement).
• Warm: Accounts in the 60th to 80th percentiles.
• Cold: Accounts in the bottom 0th to 60th percentiles.

This categorization helps prioritize accounts for action.

Formula for Calculating Percentiles

The percentile for a score can be calculated using the following formula: ` P=(S−Min / Max−Min)×100 Where:

• P = Percentile
• S= The individual score
• Min = Minimum score in the range
• Max = Maximum score in the range