Account Scoring Rules

Account Scoring Rules evaluate firmographic attributes to determine how well an account matches your Ideal Customer Profile (ICP). Unlike engagement scoring, which tracks behavior, account scoring focuses on company characteristics like size, industry, and revenue.

Understanding Account Scoring

Account scoring answers the question: "Is this company a good fit for our product?"

Account Scoring vs. Lead Scoring

Lead Scoring	Account Scoring
Tracks individual behavior	Evaluates company attributes
Based on events and actions	Based on firmographic data
Measures engagement and interest	Measures ICP fit and qualification
Changes frequently	Changes rarely
Examples: page views, email opens	Examples: company size, industry

Both are important:

• Account scoring identifies which companies to target
• Lead scoring identifies which contacts are engaged
• Together, they reveal your highest-priority opportunities

Accessing Account Scoring Rules

Navigate to Configure > Rules & Scoring > Account Scoring Rules.

Account Scoring Rulesets

Rulesets are collections of account scoring rules that work together. You might create different rulesets for:

• Different market segments
• Regional variations
• Product lines
• Experimental scoring models

Creating a Ruleset

1. Navigate to Account Scoring Rules
2. Click New Ruleset
3. Enter a ruleset name (e.g., "Enterprise ICP Scoring")
4. Click Create

Ruleset Properties

Property	Description
Name	Descriptive name for the ruleset
Enabled	Whether this ruleset is active
Primary	The ruleset currently used for scoring (only one can be primary)
Created	When the ruleset was created
Updated	Last modification timestamp

Managing Rulesets

Set as Primary:

1. Click the ⋯ menu on a ruleset
2. Select Set as Primary
3. This ruleset will now score all accounts

Enable/Disable:

• Toggle the Enabled switch to activate or deactivate a ruleset
• Disabled rulesets don't score accounts but preserve your configuration

Edit:

• Click the ruleset name to view and edit rules
• Update the ruleset name via the ⋯ menu

Delete:

• Click ⋯ > Delete to remove a ruleset
• All rules in the ruleset are also deleted
• You cannot delete the primary ruleset

Account Scoring Rules

Rules within a ruleset define specific criteria that add points to an account's score.

Creating a Rule

1. Open a ruleset

2. Click Add Rule

3. Configure the rule:

   • Account Property - The firmographic field to evaluate
   • Condition - How to match the property
   • Comparison Value - The target value
   • Weight - Points to add if matched

4. Click Save Rule

Rule Components

Account Property

The firmographic field to evaluate. Common properties include:

Property	Description	Example Values
company_size	Company size tier	Small, Medium, Enterprise
industry	Business sector	Technology, Healthcare, Finance
country	Geographic location	United States, Canada, United Kingdom
employees	Number of employees	100, 500, 5000
revenue	Annual revenue	1000000, 50000000
plan	Subscription tier	Free, Pro, Enterprise
account_status	Relationship stage	Prospect, Customer, Partner

You can use any custom account property that you collect via Account Field Mappings.

Condition

How to match the property value:

Condition	Description	Use Case
equals	Exact match	industry equals Technology
contains	Substring match	name contains Software
starts_with	Prefix match	domain starts with enterprise
ends_with	Suffix match	domain ends with .edu
gt (>)	Greater than	employees > 1000
gte (>=)	Greater than or equal	revenue >= 10000000
lt (<)	Less than	employees < 50
lte (<=)	Less than or equal	employees <= 100

Comparison Value

The target value to match against. Examples:

• Text: Enterprise, Technology, United States
• Numbers: 1000, 50000000
• Patterns: *software*, acme*

Weight

Points added to the account score when this rule matches:

• Positive weights increase the score
• Negative weights decrease the score (rare, but useful for disqualifiers)
• Typical range: 10-100 points per rule

Rule Examples

High-value enterprise accounts:

Property: company_size
Condition: equals
Value: Enterprise
Weight: 50

Technology companies:

Property: industry
Condition: equals
Value: Technology
Weight: 30

Large organizations:

Property: employees
Condition: gte
Value: 1000
Weight: 40

Target geographic region:

Property: country
Condition: equals
Value: United States
Weight: 20

Existing customers:

Property: account_status
Condition: equals
Value: Customer
Weight: 60

High annual revenue:

Property: revenue
Condition: gte
Value: 10000000
Weight: 45

Managing Rules

Edit a Rule:

1. Click the rule row
2. Update properties, conditions, values, or weights
3. Click Save

Reorder Rules:

• Rules are evaluated in order
• Drag rules to reorder (if UI supports)
• Order typically doesn't matter for scoring, but helps with organization

Delete a Rule:

1. Click ⋯ on the rule
2. Select Delete
3. Confirm deletion

How Account Scoring Works

Scoring Process

When an account is created or updated:

1. LeadVibe loads the primary account scoring ruleset
2. For each rule in the ruleset:
   • Extract the account property value
   • Evaluate the condition against the comparison value
   • If matched, add the rule's weight to the account score
3. Sum all matched rule weights
4. Assign the total as the account score

Score Calculation Example

Ruleset: Enterprise ICP

Rules:

• company_size equals Enterprise → +50 points
• industry equals Technology → +30 points
• employees >= 1000 → +40 points
• country equals United States → +20 points

Account: Acme Corp

Properties:

• company_size: Enterprise ✅
• industry: Technology ✅
• employees: 2500 ✅
• country: Canada ❌

Score: 50 + 30 + 40 = 120 points

When Scores Update

Account scores recalculate when:

• A new account is created
• Account metadata changes
• The primary ruleset is changed
• Rules in the primary ruleset are modified

Scores do not update when:

• Lead engagement changes (that's engagement scoring)
• Events are ingested (unless they update account metadata)
• Non-primary rulesets are modified

Testing Account Scoring

Preview Scores

Before making a ruleset primary:

1. Open the ruleset
2. Click Test Ruleset
3. Enter sample account properties
4. See which rules match and the total score

This helps validate your scoring logic before applying it to all accounts.

Account Score Explain

To understand why an account has a specific score:

1. Go to Investigate > Accounts
2. Click an account
3. View the Score Breakdown section
4. See which rules matched and their weights

This is helpful for:

• Debugging unexpected scores
• Explaining scores to your team
• Refining your scoring rules

Best Practices

Start with Your ICP

Define your Ideal Customer Profile first:

• What company size converts best?
• Which industries have the highest LTV?
• What geographic regions do you serve?
• What firmographics indicate product-market fit?

Use these insights to create your initial rules.

Weight by Importance

Assign weights based on how important each criterion is:

Critical factors (40-60 points):

• Must-have company size
• Target industry
• Key market segment

Important factors (20-40 points):

• Preferred geography
• Revenue range
• Company maturity

Nice-to-have factors (10-20 points):

• Secondary industries
• Additional attributes

Keep It Simple

Start with 5-10 rules covering your top criteria:

• Company size
• Industry
• Geography
• Revenue/Employees
• Current customer status

Don't over-engineer scoring in the beginning. Add complexity as you learn what matters.

Use Consistent Scales

Decide on a total score range and stick to it:

• 0-100 scale - Common, easy to understand as a percentage
• 0-200 scale - Allows more granularity
• Custom range - Align with your account levels

Make sure your weights sum appropriately for your chosen scale.

Align with Account Levels

Coordinate account scoring rules with Account Levels:

If your levels are:

• Target: 80-100 points
• Qualified: 50-79 points
• Standard: 20-49 points

Design rules so most accounts fall into the appropriate tiers.

Test Before Deploying

Before setting a new ruleset as primary:

1. Create and configure the ruleset
2. Test with sample account data
3. Review scores for known accounts
4. Validate that scores align with your ICP
5. Set as primary only when confident

Review Regularly

Account scoring should evolve:

• Monthly - Check if scores align with conversion rates
• Quarterly - Review and adjust weights based on closed deals
• Annually - Major ICP review and scoring overhaul

Track which account scores correlate with closed-won deals and adjust accordingly.

Avoid Negative Disqualifiers

Instead of using negative weights to penalize accounts:

• Simply don't give them points
• Use Account Levels to separate low-fit accounts
• Filter out disqualified accounts in your views

Negative scoring can create confusing totals and complicate analysis.

Document Your Logic

Add notes to your ruleset explaining:

• Why you chose these criteria
• What weights represent
• When the scoring model was last reviewed
• Any special cases or exceptions

This helps future team members understand your scoring philosophy.

Common Use Cases

Enterprise Sales Focus

Score accounts that match enterprise characteristics:

company_size = Enterprise → +50
employees >= 1000 → +40
revenue >= 10000000 → +45
country in [US, UK, CA, AU] → +20

Target accounts with 100+ points.

SMB Product

Score smaller companies with growth potential:

company_size = Small → +30
company_size = Medium → +50
employees <= 500 → +25
plan = Pro → +40

Focus on 70+ point accounts.

Geographic Expansion

Prioritize accounts in target regions:

country = United States → +50
country = Canada → +40
country = United Kingdom → +35
country in EU → +30

Combine with other criteria for balanced scoring.

Industry Vertical

Focus on specific industries:

industry = Healthcare → +60
industry = Finance → +55
industry = Technology → +50
industry = Education → +45

Customer Expansion

Score existing customers for upsell:

account_status = Customer → +60
plan = Pro → +30
employees >= 100 → +25
tenure >= 12 months → +20

Troubleshooting

All Accounts Show 0 Score

Problem: Every account has 0 points.

Solution:

• Ensure a ruleset is set as primary
• Verify the primary ruleset is enabled
• Check that rules exist in the ruleset
• Confirm account properties match rule property names (case-sensitive)
• Verify accounts have the metadata properties you're scoring

Scores Don't Match Expected Values

Problem: Accounts score higher or lower than anticipated.

Solution:

• Use Score Explain to see which rules matched
• Check that comparison values match your data format
• Verify condition types (equals vs. contains)
• Review for typos in property names or values
• Test rules individually to isolate issues

Scores Not Updating After Rule Changes

Problem: Changed a rule but scores didn't recalculate.

Solution:

• Ensure the ruleset is set as primary
• Verify the ruleset is enabled
• Wait a few minutes for score recalculation
• Check that account metadata exists for the rule properties
• Try updating an account's metadata to trigger rescoring

Rules Not Matching

Problem: Rules appear correct but don't match accounts.

Solution:

• Check property name capitalization (case-sensitive)
• Verify comparison value format matches data
• Test with contains instead of equals to be more flexible
• Review account metadata to confirm the property exists
• Check for leading/trailing spaces in values

Duplicate or Conflicting Rules

Problem: Multiple rules scoring the same attribute differently.

Solution:

• Review all rules in the ruleset
• Consolidate overlapping rules
• Use more specific conditions to avoid conflicts
• Consider separate rulesets for different scoring approaches

API Access

Manage account scoring rules programmatically:

• List Account Scoring Rulesets
• Create Account Scoring Ruleset
• Update Account Scoring Ruleset
• Delete Account Scoring Ruleset
• List Account Scoring Rules
• Create Account Scoring Rule
• Update Account Scoring Rule
• Delete Account Scoring Rule

Related Documentation

• Account Levels - Define score thresholds for account tiers
• Account Field Mappings - Extract account metadata from events
• Account Management - View and manage accounts
• ABM Overview - Understanding Account-Based Marketing in LeadVibe