Working With Account Scores

Account scores are built to be read and acted on. This page covers where you'll see them, how to see why a score is what it is, and the controls your team has over each account's score.

The Account Score Card

Open any account's Account Details page and go to its Engagement tab. You'll find one Account Score card for each Account Scoring Ruleset.

Account Score Card:

Each card shows:

• Fit, Engagement, Manual, and Total. The account's four numbers under that ruleset.
• Top engaged contacts. The account's most engaged contacts inside the engagement window, highest first, with their title and points after contact weights. Click a name to open the contact. When the ruleset gives points for anonymous visits, an Anonymous visitors row shows how many anonymous visits counted and the points they added.
• The footer. How many contacts engaged in the window, the day the account last engaged, when Fit was last recomputed, and the number of anonymous visits.
• Pause status. When scoring is paused, the card says since when and until when.

An active ruleset that hasn't scored the account yet still gets a card, with zeros and an Adjust button. Fit is computed daily, and engagement or a manual adjustment scores the account sooner.

The History, Pause/Resume, Reset, and Adjust buttons sit at the top of each card.

Score History

Click History to see exactly how the account's score got where it is.

Account Score History:

The top of the dialog charts the account's Fit, Engagement, and Total scores for each day of the engagement window.

Below the chart is the account's ledger. Every change to the score is a row, with When, Cause, Detail, and each component's before and after values. Causes include:

• Engagement. Contacts' activity rolled up. The detail shows how many contacts (and anonymous visits) contributed and the points they added.
• Expiry. Activity older than the window dropped out.
• Fit. The daily fit run. The detail shows how many rules the account gained or lost.
• Manual. Someone adjusted the score by hand.
• Reconfigure. The ruleset's engagement settings changed and every account was re-scored.
• Resume. Scoring was resumed and the score caught up with the window.
• Reset. Someone reset the score, with their reason.

The same changes appear on the account's Activity Stream, along with threshold crossings, pauses, and resumes.

Adjust an Account's Score

Your team knows things your data doesn't. A rep heard the account raised a new round. A partner made a warm introduction. Click Adjust to put that into the score.

In the Manual Account Score Adjustment dialog, choose:

• Account Scoring Ruleset. The card's ruleset is selected for you.
• Add or Subtract.
• Number of Points.
• Reason for Change. Required, and recorded in the score history and on the Activity Stream so everyone can see why.

Manual points stay in the account's Manual score until you adjust them again or reset them. They don't fall out of the engagement window.

Pause and Resume Scoring

Sometimes an account's score shouldn't move for a while. It may be in an active deal that sales is working directly, or in a dispute you don't want triggering marketing. Click Pause to freeze it.

Choose to pause indefinitely, or for a number of months, weeks, or days. Pausing affects only the card's ruleset.

While an account is paused under a ruleset:

• Its scores don't change, and activity during the pause doesn't count toward engagement.
• Its thresholds don't fire.
• Everything else carries on. Its contacts still receive email, join lists, and earn lead scores.

Click Resume to start scoring again. A timed pause resumes on its own when it expires. On resume, the account's score is recalculated for the current window, so anything that aged out during the pause leaves the score.

Both the pause and the resume are recorded on the account's Activity Stream.

Reset an Account's Score

Reset is for a fresh start. An account closed, churned, or moved to a new buying cycle, and the engagement that got it here no longer means much.

Click Reset on the card and choose:

• Account scores to reset. Engagement (to 0), Manual, or both. Fit is never reset because it's recomputed every night from the account's data and your fit rules.
• Also reset contacts' Lead Scores. Optionally reset the lead scores of All contacts in this account, or of the Members of these Buying Groups you pick. Choose which lead score categories to reset (Activity, Engagement, Contact, and Manual). Lead scores are reset under the Lead Scoring Ruleset that feeds this Account Scoring Ruleset.
• Reason for Reset. Required.

Reset Account Score:

The reset adds a Reset row to the account's score history and an entry to its Activity Stream. Each contact whose lead score is reset gets an entry on their own Activity Stream too. To reset contacts' lead scores without touching the account, see Reset Lead Scores.

After a reset, engagement builds up again from zero as new activity arrives.

A reset never fires a threshold, and it clears the account's threshold cooldowns so the account can qualify again as soon as it earns it. A paused account can be reset, and it stays paused.

Reset Every Score in a Ruleset

To start an entire ruleset over, go to the Account Scoring Rulesets grid, open the ruleset's row actions, and choose Reset every score in this ruleset. The dialog tells you how many accounts the ruleset scores. Pick Engagement, Manual, or both, give a reason, and type the ruleset's name to confirm. The reset runs in the background and can't be undone. It resets account scores only, not contacts' lead scores.

Reset Account Scores With an Action

The Reset Account Scores Action resets scores automatically, for example when an opportunity closes in your CRM or a contact submits a renewal form. It resets the account of the contact the action runs for, under the Account Scoring Rulesets you choose. Its options match the dialog's with one difference: to reset Buying Group members' lead scores, the Action picks Buying Group members with these roles rather than specific Buying Groups, because each account has its own groups. Leave the roles empty to reset every member. It resets each account at most once every 24 hours, however many of its contacts trigger it.

The Account Score Column

The Accounts grid has an Account Score column. It shows each account's Total score under your default ruleset, or a dash when the account has no score.

Accounts Grid Sorted by Account Score:

Sort by it to put your hottest accounts at the top, or filter it (greater than, less than, and so on) to work a list of accounts above a score.

Segment on Account Scores

The Segment Builder has an Account Score condition in its Lead Scoring category. It selects contacts by their account's score:

• Ruleset. Any of your Account Scoring Rulesets, not only the default.
• Component. Fit, Engagement, Manual, or Total.
• Is / Is not greater than, less than, or equal to a value you choose.

Account Score Segment Condition:

Because segments work everywhere in Paminga, account scores can now drive list membership, automation entry, conditional actions, and dynamic content. Combine the condition with others for precise plays, such as "Economic Buyers at accounts whose Total score is greater than 100."

Build It With AI

The Segment Builder's Build with AI assistant understands account scores too. Describe what you want in plain English, such as "contacts whose account has an engagement score above 50 under Enterprise ABM," and it builds the Account Score condition for you. It uses the Total score unless you name Fit, Engagement, or Manual.