3. Account Scoring

Account Scoring Model

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.

Use Cases in Recotap:

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

• Adjust campaigns based on engagement trends.

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

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

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

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.

• 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.

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)

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).

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.

G2 Intent Scoring Breakdown:

Website Intent Scoring Breakdown:

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.

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).

Sales Activity Scoring Breakdown:

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

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.

Determine Account Engagement aligning to the scores:

• 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.

Formula for Calculating Percentiles

• P = Percentile

• S= The individual score

• Min = Minimum score in the range

• Max = Maximum score in the range