Account scoring: Use ICP Fit Grade to assess fit

What is Account Scoring

Account Scoring is a feature that leverages machine learning to create a predictive model based on your Ideal Customer Profile identifying patterns in the firmographic, technographic, and geographic attributes that make up your best customers. This model is then used to score the accounts in our database giving them an ICP Fit grade from A (highest fit and closest resemblance to your ICP) to grade F (lowest fit and less resemblance to your ICP).

1. The first step is syncing a training data set consisting of a list of accounts that are your best customers. You can dynamically sync your training data set from your CRM or upload a list manually. Learn more about how to sync your ICP Model training data set.
2. Our machine learning uses a predictive model to determine the firmographic, technographic, and geographic attributes that make up your best customers, generating an Ideal Customer Profile Model. 
3. Finally, we will use the Ideal Customer Profile generated to grade all the accounts in our database and in your Account Lists. Each account is given an ICP Fit Grade from A (highest fit) to grade F (lowest fit).

The ICP Fit grades given to accounts are unique, based on your unique training data set. Depending on your package you will be able to sync multiple training data sets to create different ICP Models, for example for different business units or product lines. 

ICP Fit Grades

Benefits

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.
• Optimize budget allocation: Increase your account-based program ROI with smarter targeting and more effective engagement by prioritizing resources towards your highest-scoring accounts.
• Create Account Lists based on fit: After all the accounts are scored you can create Account Lists and Account Groups that resemble your ICP for better segmentation and prioritization.
• Segment your existing Account Lists by identifying the accounts with the highest 'ICP Fit Grade'.
• Supplement an existing Account List by adding the highest 'ICP Fit Grade' accounts.
• Discover new unknown accounts that fit your ICP and that aren’t on your CRM by creating Account Lists using 'AdRoll Company Attributes' and 'ICP Fit Grade' attributes.
• Marketing & Sales Alignment: Leverage ICP Fit Grade in Salesforce or HubSpot for reporting and workflow purposes and work off a common prioritized account list for maximum impact.

Who can access

Access to ICP models and ICP Fit Grade Account Scoring depends on your package. Contact your Account Manager to purchase additional ICP Models as an add-on.

To find your current package, log in to AdRoll ABM and navigate to Settings > Billing > Plans & Usage.

Assess the fit of your Accounts

To assess the fit of your account lists you need to complete the following steps:

1. Create an ICP (Ideal Customer Profile) Scoring model. Find detailed instructions in this help center article.
2. Create at least one Account List in your account. Learn more about what Account Lists are and how to create Account Lists.

After you complete these two simple steps, we will automatically grade all the accounts in our database and in your Account Lists using your ICP scoring model.

ICP Fit Grades will be available for all accounts in our database approximately 4 hours after you create or update an ICP Model. Your Account Lists will show 'Grading in Progress' until the scoring process has been completed.  

Switching between ICP Models

The ICP Fit grades given to accounts are unique, based on the unique training data you sync. Depending on your package you will be able to create multiple ICP Models, for example for different business units or product lines.

If you have created more than one ICP scoring model in your account you will need to select which ICP scoring model specifically you want to use to score each individual Account List.

Create Account Lists using ICP Fit Grade

You can create an Account List in the Account List Builder using an ICP scoring model you have created with the training data set that represents your best customers.  

• Log in to AdRoll ABM and go to Audiences > Account Lists.
• Click Create Account List.

Select the Attribute ICP Fit Grade to select a specific ICP scoring model that will be used to generate an account list.

• If you have more than one ICP scoring model, select the one you want to use to create this list.

• Select the ICP Fit Grades you want to use as filters to define your account list. For example, select A & B.

Segment Account Lists using ICP Fit Grade

You can segment your existing Account Lists by breaking it down into different Account Groups to run effective campaigns and prioritize your budget on the highest fit accounts that you add to an Account Group. 

Follow the steps below to create Account Groups based on ICP Fit Grade:

• Login to AdRoll ABM and go to Audiences > Account Lists.
• Click on the specific Account List you want to segment.
• Click Account Groups and Edit Groups.
• Name your Account Group by clicking the pen icon.
• Click Select Data Source and select ICP Fit Grade from the dropdown menu.

• If you have more than one ICP scoring model, select the one you want to use to create this Account Group.

• Select the ICP Fit Grades you want to use as filters to define your account group. For example A & B.

Push ICP Fit Grade to your CRM

The ICP Fit Grade and ICP Name associated with your accounts can be synced over to Salesforce or HubSpot.

• We will sync only A, B and C grades to your CRM.
• We will sync grades only for accounts in an Account List.

For Salesforce

We create the Salesforce Custom Object called 'RollWorks Aggregated Account Data' and writes the 'ICP Fit Grade' for each account. In addition, we sync over the 'ICP Name' corresponding to the Ideal Customer Profile model used as the training data to score the account.

The ICP Names and respective ICP Fit Grades for an account will be synced to Salesforce following your ICP Slot number in AdRoll ABM.

If you have more than 8 ICPs configured in AdRoll ABM, the top 8 ICPs in alphabetical order will be synced to Salesforce for the account.

To learn more about the data synced to your Salesforce instance click here.

For HubSpot

AdRoll ABM syncs ICP data to your HubSpot Company object using the custom property called 'ICP Fit'. The value of this custom property includes:

• The Name of the ICP Model you created in AdRoll ABM
• The ICP Fit Grade A to F used to score the account based on the account's resemblance to the ICP model.

Example: Enterprise/Finance = A

Accounts missing an ICP Fit Grade

Some accounts can’t be graded with an ICP Fit grade due to the following technical reasons:

• The account does not have a valid website (or domain) and therefore is ignored when we process the ICP Fit Grades to ensure the highest data quality.
• The account does not have enough firmographic, technographic, or geographic attributes to be scored.
• The account was added to our database after the ICP model was created.

Export ICP Fit Grades to CSV

You can export your Account List including your ICP Fit Grade to CSV by:

• Login to your account and navigate to Audiences > Account Lists.
• Select the Account List that you wish to export.
• Click Manage List and Export.