For B2B organizations with thousands of accounts, it can be challenging to see which accounts your sales team should focus on first. Individuals rarely conduct buying decisions and do all of the research on their own; especially for more complex solutions. Multiple contacts from the same account could be downloading and interacting with your content. This is where account scoring can really support your marketing efforts.
If multiple contacts from a company are viewing your content and interacting with your marketing assets, the Account Score will increase, indicating an engaged account. With Sugar Market’s account scoring, you can leverage your existing lead scoring data and marketing approach to provide a marketing activity summary at the account level. It does this by rolling up a lead or contact’s lead scoring information and using this figure to calculate the overall account score.
Salesfusion’s Account Scoring helps users identify key accounts to amplify their Account-Based Marketing efforts. The main reason to use Account Scoring and ultimately implement Account-Based Marketing is to cultivate a more sophisticated relationship and solidify the B2B marketing strategies that you will employ for your clients. In fact, according to Information Technology Services Marketing Association (ITSMA), 84% of B2B marketers say that ABM delivers a higher ROI than any other approach, fueling marketers desire to take advantage of it.