Account Scoring Thresholds
A score is only useful if something happens when it changes. Account Scoring Thresholds turn an account's score into action: alert the account owner when a target account heats up, add its buying committee to an automation, or remove its contacts from a list when engagement drops off.
Thresholds run the same Actions, Conditional Actions, and Action Sets you use everywhere else in Paminga. The difference is the subject. A threshold fires for an account, and you choose which of that account's contacts the actions run for.
Create an Account Scoring Threshold:
Create a Threshold
There are two ways to create an Account Scoring Threshold:
- From the ruleset. Open an Account Scoring Ruleset, go to its Actions tab, and click Create an Account Scoring Threshold. The tab lists every threshold on that ruleset. (Save a new ruleset first. Thresholds belong to a saved ruleset.)
- From Automations. Go to Marketing Center > Automations and choose Create Account Scoring Threshold. You'll pick the ruleset in the drawer.
Threshold Settings
- Name and Description. The name appears on the Activity Stream of every account that crosses the threshold.
- Account Scoring Ruleset. Shown when you create the threshold from Automations.
- Scoring Category. The score to watch: Total Score, Fit Score, Engagement Score, or Manual Score.
- Threshold Type. Reaches or Exceeds, or Falls Below.
- Threshold. The score that triggers the threshold.
- Run actions for. Which of the account's contacts the actions run for. See Choose Who the Actions Run For.
- Requalification cooldown (days). See Requalification Cooldown.
- Active. Turn a threshold off without deleting it.
When a Threshold Fires
A threshold fires when an account's score crosses it:
- Reaches or Exceeds fires when the score moves from below the threshold to at or above it.
- Falls Below fires when the score moves from at or above the threshold to below it.
An account that sits above a Reaches or Exceeds threshold doesn't fire it again and again. It fires once on the way up. If the score later drops below and climbs back, that's a new crossing.
A few more rules worth knowing:
- New thresholds look forward. Creating a threshold doesn't fire it for accounts that are already past it. It fires for the next crossing.
- Paused accounts don't fire. While an account's scoring is paused, its score doesn't change and its thresholds don't fire.
- Resets don't fire. Resetting a score to 0 is a deliberate act, not a drop in interest, so it never fires a Falls Below threshold.
Each time a threshold fires, Paminga records it on the account's Activity Stream.
Choose Who the Actions Run For
Paminga Actions act on contacts. When an account crosses a threshold, Run actions for decides which of its contacts the actions run for. Only identified (known) contacts are ever included.
| Run actions for | The actions run for |
|---|---|
| One contact at the account | The contact who most recently engaged under this ruleset. If nobody has engaged, the most recently updated contact at the account. |
| Buying Group members | Members of every Buying Group at the account. Pick one or more Roles to limit it to, say, Champions and Economic Buyers. Leave Roles empty to include every member. |
| All defined contacts | Every identified contact at the account. |
| Contacts matching conditions | The account's contacts who match Audience conditions you build in the Segment Builder. |
One contact at the account is the default. It's the right choice when the action is about the account rather than each person, such as notifying the account owner or creating a single task.
Two fallbacks keep a threshold from going silent:
- A Buying Group members threshold on an account with no matching Buying Group members runs for one contact at the account instead.
- A Contacts matching conditions threshold with no conditions runs for one contact at the account instead. If it has conditions and nobody at the account matches them, no actions run.
Requalification Cooldown
Engagement rises and falls. An account hovering near a threshold can cross it several times in a week, and you probably don't want to alert sales every time.
The Requalification cooldown sets how many days (0 to 365) an account must wait after the threshold fires before it can fire again for that account.
- 0 (the default) runs the actions on every crossing.
- Any other number ignores crossings until that many days have passed since the threshold last fired for the account. An ignored crossing runs no actions and writes nothing to the Activity Stream.
Resetting an account's score clears its cooldowns, so the account can qualify again as soon as it earns it.
Actions
Add the actions to run in the drawer's Actions section:
- Global Actions run for everyone in the audience each time the threshold fires.
- Conditional Actions run only for audience contacts who also meet conditions of your choosing. Learn more about Conditional Actions.
- An Action Set runs a reusable bundle of actions. Learn more about Action Sets.
Most Paminga Actions are available, including adding contacts to lists and automations, creating tasks, and setting field values.
Pair an Engagement threshold with a Buying Group members audience to bring the whole buying committee into an outreach play the moment an account starts researching. Pair a Fit threshold with One contact at the account to alert an owner when a newly qualified account appears.
