Fit Score
Fit answers the first question of account-based marketing: is this an account we want?
An account's Fit score is the sum of the points of every fit rule it matches. Fit says nothing about activity. A perfect-fit account that has never visited your site still earns its full Fit score, and that's exactly what you want when you're deciding where to aim.
Fit Rules:
Create a Fit Rule
Open your ruleset and go to the Fit Score section of the Settings tab. Click Add a Fit Rule, then give the rule:
- Name. Shown in the score history and on the Activity Stream when an account gains or loses this rule, so make it readable ("Enterprise headcount", "Has an economic buyer").
- Conditions. Built with the same Segment Builder you use everywhere in Paminga.
- Points. Any whole number from 0 to 10,000.
- Enabled. Uncheck it to stop the rule from scoring without deleting it.
Add as many fit rules as you need. Save the ruleset when you're done.
How Fit Rules Match an Account
Fit rule conditions are contact conditions. An account earns a rule's points while any of its contacts matches the rule's conditions, and loses them when none does.
That makes fit rules more expressive than account fields alone. Some examples:
- Account industry is Manufacturing and employee count is greater than 1,000
- The account is classified as your "Enterprise SaaS" ICP
- At least one contact at the account matches your "IT Decision Maker" Persona
- Someone at the account holds the Economic Buyer role in a Buying Group
- A contact's title contains "VP" or "Chief"
Only identified (known) contacts count toward fit. Anonymous website visitors at an account do not.
Available Condition Categories
Fit rules offer these Segment Builder categories:
- Account
- ICPs
- Contact
- Personas
- Buying Groups
- Custom Objects
Behavioral categories such as email, form, and website activity are deliberately left out. Behavior belongs to the Engagement score, and keeping it out of Fit means the same visit or download is never counted twice.
When Fit Is Calculated
Fit is recomputed every day. Each run checks every account against every enabled rule. An account that newly matches a rule gains its points, and an account that no longer matches loses them.
Nothing accumulates. A rule's points are either in an account's Fit score or they aren't, so Fit always reflects the account as it looks today.
Each change is written to the account's score history and Activity Stream, naming the rules gained and lost.
A brand-new ruleset shows no Fit scores until its first daily run. Engagement and manual adjustments can score an account sooner.
Fit Is Never Reset
Because Fit is recalculated from your data every day, resetting an account's score never touches it. The next run would put it straight back. To change an account's Fit, change its data or your fit rules.
