What is Account Scoring?

RollWorks Account Scoring leverages machine learning to create a predictive model by identifying patterns in the firmographic, technographic, and geographic attributes of your customer base. This model is then applied towards your account list to score your Account from grade A (highest fit) to grade F (lowest fit).

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Account Scoring provides you with the following features and benefits:

  • Prioritize accounts using advanced machine learning: Let data-backed methods find accounts that share similar fit attributes and focus your resources on accounts more likely to close
  • Deploy cross-channel strategies & optimize budget allocation: Segment account lists into groups to deploy cross-channel strategies based on fit, intent, and engagement to reach the right people at your key accounts.
  • Optimize budget allocation: Increase your account-based program ROI with smarter targeting and more effective engagement by prioritizing resources towards your highest scoring accounts.
  • Align marketing and sales: Work off a common prioritized account list for maximum impact.

 

Who is eligible to access Account Scoring?

Customers with a Standard, Professional and Ultimate subscription package have access to the Account Scoring feature.

To find your current subscription package, log in to RollWorks and navigate to Settings > Billing > Plans & Usage. If you do not have an active package you will not see 'Plans & Usage'.

 

How does Account Scoring work?

We will build a predictive model to determine how similar the accounts on your Account List are to the positive training dataset that you supply.

Your positive training dataset is a list of at least 200 customers that you consider your best customers. If you do not have 200 current customers, you can supplement the training dataset with accounts in the sales pipeline that have been qualified as good accounts by your sales team. 

The predictive model generated from your training dataset is then applied to your Account Lists for scoring. After an Account List is scored, RollWorks will return a grade range from A (highest fit) to F (lowest fit). A higher graded account shares more characteristics (or fit attributes) with the best customer profile built by the predictive model than an account with a lower grade.

Once you train your model, you'll have access to the following:

  • Grades: Every account on your list will be graded so you can prioritize your engagement efforts.
  • Account Suggestions: We'll search our database of million accounts to find high-grading accounts to add to your list.
  • Model Details: Optimize your model over time by adjusting your training data when you see changes in your Ideal Customer Profile (ICP).

 

How do I score the accounts in my Account List?

To get started with Account Scoring, you first need to create at least one Account List. Go to this guide to learn how to create Account Lists.

Step 1: Find the Account you want to grade

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  • Click 'Fit Grade'

 

Step 2: Import your positive training data set

Your positive training dataset is a list of at least 200 customers that you consider your best customers. If you do not have 200 current customers, you can supplement the training dataset with accounts in the sales pipeline that have been qualified as good accounts by your sales team. 

  • Option 1: Upload a CSV file with your training data set.
      • This is a simple list of website domains in the first column of the file. Make sure that there is only one column in this file, without headers, additional columns, or subdomains.

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  • Option 2: Import from Salesforce your training data set. 
      • Follow the steps in this guide to import a Salesforce Company List for Account Scoring.
      • Once you have at least one Salesforce Company List synced you can select the list from the dropdown menu and click 'Select'.
      • We will import only the accounts that have a website domain in Salesforce. 

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Grading an account list can take up to 2 hours. The Account List will show 'Grading in Progress' until the scoring process has been completed.  

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You will receive an email notification when complete.

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How do I use my Account Scoring results?

  • Create Account Groups to run effective campaigns: Prioritize budget on the highest fit accounts. For example, you can first focus efforts on accounts that have a fit grade of A and B.
  • Align marketing and sales efforts: Export your scored Account List to CSV or leverage the bi-directional Salesforce sync to make more coordinated decisions. Screen Shot 2021-12-02 at 1.58.02 PM.png
  • Expand your target account list with Account Suggestions: Review and evaluate new high-value accounts to engage or send this information to your sales team to prioritize outreach. Follow the Account Suggestions Guide to learn more about how this feature.

 

Account Scoring FAQs

Is your scoring model based on fit, third-party intent, or onsite engagement?

The RollWorks account scoring model is based on static account fit data - firmographic, technographic, geographic, and social data. At this time we do not use intent or engagement data in our scoring model.

 

What does it mean to be a more highly graded account?

After a list is scored, RollWorks will return a grade range from A to F. Higher graded accounts share more characteristics and fit attributes with your best customer profile built by the predictive model than an account with a lower grade.

 

Can I push the account grades into my CRM?

Yes, account grades can be synced over to Salesforce.

 

 

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