How Does Scoring Align to ABX Strategies?
Account-Based Experience (ABX) hinges on prioritizing who to engage, when to engage, and how to engage. Scoring translates ICP fit, verified intent, and multi-channel engagement into tiered experiences and clear SLAs for marketing, sales, and customer success.
ABX scoring aligns accounts to experience tiers that dictate outreach style, message depth, and channel mix. High-fit + high-intent + deep engagement becomes Tier-1—triggering 1:1 plays (executive outreach, custom content). Mid-tier signals fuel 1:few programs, while light intent routes to 1:many nurture. Scores decay, refresh with new signals, and are validated against pipeline, ACV, and win rate.
What Changes When You Score for ABX?
The ABX Scoring Playbook
Connect scores to experiences so every account receives the right depth of personalization at the right time.
Define → Instrument → Unify → Tier → Orchestrate → Validate → Govern
- Define ICP & motions: Fit rules, target list, and what constitutes 1:1 vs. 1:few vs. 1:many.
- Instrument signals: First-party behavior, third-party intent, event data, and buying-group identity.
- Unify people to accounts: Identity resolution, dedupe, and role tagging across systems.
- Tier with thresholds: Set Tier-1/2/3 bands; include time decay, caps, and milestone boosts.
- Orchestrate experiences: Tie tiers to plays (concierge SDR, executive briefing, custom content, nurture) and channel mix.
- Validate impact: Back-test lift on meeting rate, pipeline, ACV, win rate, and velocity by tier.
- Govern changes: Publish rules, owners, and a change log; review monthly with Sales/RevOps/CS.
ABX Scoring Alignment Matrix
| Capability | From (Ad Hoc) | To (ABX-Aligned) | Owner | Primary KPI |
|---|---|---|---|---|
| ICP Fit | Basic firmographics | Tiered ICP with negative filters (e.g., installs, contracts, risk) | RevOps/Marketing Ops | Tier-1 precision |
| Intent Signals | Single-source clicks | Multi-source, topic-clustered intent with corroboration | Demand Gen | Meeting rate lift |
| Engagement Depth | Pageviews | Weighted interactions (ROI tools, events, trials) with decay/caps | Marketing Ops | Stage conversion |
| Buying-Group Coverage | Single champion | Role diversity gating Tier-1 (champion, econ, technical) | Sales Ops | Win rate by tier |
| Routing & Plays | Generic handoffs | Tier-based SLAs and experience templates (1:1/1:few/1:many) | Sales Leadership | Speed-to-engage |
| Measurement | Click KPIs | Pipeline, ACV, velocity, ROMI by tier | Analytics/Finance | ARR sourced/influenced |
Client Snapshot: Turning Scores into Experiences
A B2B tech firm tied Tier-1 accounts to 1:1 executive programs and Tier-2 to 1:few workshops. Meetings rose, cycle time fell, and ACV increased—driven by buying-group coverage rules and milestone boosts. Explore results: Comcast Business · Broadridge
Use ABM plays as your experience templates and The Loop™ to map tiered journeys across the lifecycle.
Frequently Asked Questions about ABX Scoring
Operationalize ABX Scoring
Translate scores into tiered experiences, clear SLAs, and measurable revenue impact.
Align Scoring with ABM Plays Map Scores to The Loop™