How Do ABX Campaigns Use Scoring to Guide Outreach?
Use account- and contact-level fit + intent scores to control who you engage, how you engage, and when—so every touch advances buying groups toward meetings, pipeline, and closed-won revenue.
In ABX, scores don’t just qualify—they orchestrate. Tier-1 accounts receive high-touch sequences and executive programs; Tier-2 gets scaled SDR/email + ads; Tier-3 stays in nurture. Contact scores route persona-specific plays (champion vs. CFO), trigger next-best action, and set SLAs so sellers engage when propensity is highest. Success is measured by MQA→meeting rate, opp creation, Win%, and cycle time by tier.
What Changes with Score-Driven ABX?
The ABX Orchestration Playbook
A practical sequence to translate scores into coordinated outreach across channels and roles.
Define → Detect → Decide → Deliver → Debrief → Dial-in → Govern
- Define tiers & KPIs: T1/T2/T3 thresholds for account and contact, plus target KPIs (MQA→meeting rate, Opp%, Win%).
- Detect intent & engagement: Aggregate web, email, events, product usage, referrals, and SDR replies into contact/account scores.
- Decide next best action: Playbook logic selects channel, persona content, and owner (SDR/AE/Marketing).
- Deliver coordinated touches: Ads, email, SDR calls, social, and exec programs time-boxed to the detected spike window.
- Debrief outcomes: Track acceptance, meeting set, stage advancement, and disqualify reasons by tier and persona.
- Dial-in thresholds: Adjust weights and gates when false positives/negatives or coverage gaps appear.
- Govern budgets & capacity: Reallocate spend and rep time to the highest-yield tier/play combinations.
Score-Driven ABX Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Tiering Logic | Flat MQL threshold | Account + contact tiers with buying-group gates | RevOps | T1 Share of Meetings |
| Persona Mapping | Generic messaging | Role-based plays & objection handling | ABM/Content | Meeting Rate by Role |
| Routing & SLAs | Manual round robin | Tier-based routing + SLA alerts | Sales Ops | Speed-to-First-Touch (T1) |
| Play Orchestration | Channel silos | Multi-channel, time-boxed plays triggered by score | ABM + SDR | Opp Creation Rate |
| Attribution & Lift | Clicks-only | Lift vs. baseline by tier & play | Analytics | Precision@T1 / Win% |
| Capacity Management | Unlimited queues | Work caps; nurture overflow | Sales Leadership | % T1 Worked in SLA |
Client Snapshot: Score → Play → Meeting
A B2B tech team gated outreach until three buying roles were engaged. When T1 intent spiked, they launched a 10-day coordinated play (ads + SDR + AE + exec email). Result: +21% meeting rate and +9 pts Opp% in Tier-1, while reducing touches on Tier-3 by 35%.
Put your score to work with Account-Based Marketing plays, and enforce handoffs via Lead Management for routing and SLAs.
Frequently Asked Questions about Score-Driven ABX
Turn Scores into Coordinated ABX Plays
Align tiers, triggers, and SLAs so reps work the right accounts at the right moment—with the right message.
Plan ABX by Score Tier Operationalize Lead Routing