What Data Sources Drive Account Scoring?
Effective account scoring blends Fit (firmographic/technographic), Intent (research & buying signals), and Engagement (multichannel interactions) to surface in-market buying groups and prioritize routes that convert.
Account scoring is powered by a signal graph from three domains: Fit (who they are), Intent (what they’re researching), and Engagement (how they interact with you). Calibrate each with time decay, role depth, and buying-stage weights to rank accounts by readiness.
Core Data Sources by Signal Type
From Signals to Scores
Unify sources and assign weights that reflect buying stage and motion (inbound, outbound, ABM).
Discover → Normalize → Weight → Score → Route → Govern
- Discover sources: CRM, MAP, web analytics, event tools, ad platforms, intent providers, product telemetry, enrichment.
- Normalize & ID-match: Resolve domains to accounts; dedupe contacts; map roles to a buying group.
- Weight by stage: Heavier weights for late-stage actions (pricing, security review), lighter for top-funnel.
- Compute Fit × Intent × Engagement: Keep dimensions separate; apply time-decay and caps by channel.
- Route by band & capacity: MQAs to humans; nurtures to automation; ABM exceptions for strategic Fit.
- Govern with lift tests: Quarterly holdouts; monitor precision/recall and stage-to-stage yield by band.
Scoring Data Source Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Identity Resolution | Email-based, fragmented | Account-level graph (domain, IP, cookie, userID) | RevOps | Match Rate |
| Fit Enrichment | Static firmographics | Auto-refresh firmo/techno with exclusions | Ops/Data | ICP Precision |
| Intent Coverage | Only web visits | 3P topic surges + 1P high-value behavior | Demand Gen | In-Market Lift |
| Engagement Depth | Single contact | Buying group multi-threading | Sales/SDR | Meetings per Account |
| Governance | Unlogged changes | Changelog + holdout tests | RevOps Steering | Win-Rate Lift vs Baseline |
Client Snapshot: More Signals, Better Prioritization
After unifying technographics, 3P intent, and product telemetry, a B2B team doubled MQA precision and cut time-to-meeting by 22%. Explore results: Comcast Business · Broadridge
Align scoring with ABM motions and operationalize thresholds and routing with Lead Management to turn signals into revenue.
Frequently Asked Questions on Scoring Data
Turn Signals into Sales Outcomes
We’ll unify Fit, Intent, and Engagement data to prioritize in-market accounts and route them to the right plays.
Explore The Loop Define Your Strategy