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Blog title card with title: "Score leads and accounts using every signal"
Apr 4th, 2024

Score leads and accounts using every signal

Our customers tell us their buyers are active everywhere. They also tell us their lead and account scoring isn't.

Most scoring models only account for “traditional” buyer activities. Think website visits, form fills, product sign-ups, and email opens—easily trackable behaviors that align with a linear sales funnel.

But the modern customer journey isn’t linear. It zigs and zags across digital channels, most of which organizations have limited or zero visibility into.

That means the majority of scoring models are missing crucial buying signals (there’s a reason up to 90% of marketing-qualified leads never turn into sales-qualified leads).

But that’s not all. Most lead and account scores are a black box go-to-market teams can’t crack.

Complicated scoring systems are devised by data teams and put into production using predictive analytics solutions. They tell reps whether a lead is “good” or “bad,” but they don't tell them why or how to follow up.

The GTM landscape is tougher than ever. Reps can’t afford to make decisions based on incomplete data with no context.

They need to go to market intelligently.

That’s why we're excited to introduce Common Room’s new signal-based lead and account scoring.

Our customers are seeing a 2-3x lift in propensity-to-buy by scoring across all signals available in Common Room. As a comparison, a form fill to talk to a sales rep results in a 4x lift.

Our contextual, intelligent scoring empowers GTM teams to:

  • Evaluate leads and accounts using every available first-, second-, and third-party signal generated by Common Room and captured by your existing solutions to get to the most comprehensive score possible.
  • Spotlight exactly why leads and accounts were scored the way they were so reps can use that context in their messaging.
  • Replenish opportunities in real time by automatically adding high-scoring leads and accounts to dedicated burn-down lists.
  • Automate plays based on lead and account scores to support contextual outbounding at scale.

More signals means better scores

It’s not that the signals used in standard scoring models are bad—it’s that they’re only a small slice of the pie.

A lot more goes into purchase decisions than website visits and product usage.

There are conversations on LinkedIn and X, questions in Slack and Discord, keyword mentions across Reddit and Discourse, actions in GitHub and DEV, and hundreds more.

Common Room enables you to customize your lead and account scores based on any combination of signals across our built-in signals or any one of our 50-plus signal integrations.

Pull in data from your product, CRM, and website and combine it with signals from social, community, open-source, and beyond to see the full buyer picture.

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More context means better outreach

Knowing that a lead is “good” isn’t good enough.

Reps don’t need yet another MQL tossed over the fence—they need visibility into the actions and attributes behind the score to plan their approach and tailor their messaging.

Common Room’s Person360™ reveals the individuals and organizations behind the signals so you can connect cross-channel activities to real people and real accounts.

The behaviors and characteristics that drive scores are just a hover away—no sleuthing required.

Reach out to the right person with the right message at the right time based on the complete picture of their intent and fit.

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Add intelligence minus the complexity

You can set up scoring in Common Room in a matter of minutes.

We automate digital signal capture, as well as identity resolution and enrichment. All you have to do is select which signals matter most to you and your organization.

Here’s how it works:

Click “Add rule” and select the signal or attribute you want to incorporate into your scoring model. Weight the importance of the signal or attribute using a sliding scale.

You can decide how much of the score should be focused on behavior (i.e., actions and convesations across channels) versus fit (i.e., qualification criteria).

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Customize which score ranges count as “Not a fit,” “Fair,” “Good,” or “Excellent” based on your own internal guidelines. Preview how people and accounts are distributed across different score ranges and tweak score thresholds until you’re satisfied.

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Once scoring is set up, you can jump from a high-scoring lead to a unified profile for that person or account in one click. Instantly see job titles, recent funding, company size, tech stack configuration, and any other enriched characteristic you care about.

GTM teams simply hover over a score to see which factors are driving it. This way, teams get the full context for what’s powering a score so they can personalize outreach accordingly.

Scores can also be used as filters for Common Room’s automated alerts, segments, and workflows.

Teams can automatically get notified when a lead with a high score is surfaced, add them to a dedicated segment for monitoring and engagement, and send them to their marketing automation platform or sales engagement tool of choice.

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Our integrations with your preferred martech and salestech mean you can run end-to-end go-to-market strategy from one place, no context switching necessary.

Common Room’s signal-based lead and account scoring gives you everything you need—the who, what, where, when, why, and how—all in one place.

Start scoring leads using every signal, everywhere, today. Learn more in our docs.

Sell smarter using signal-based lead and account scoring with Common Room

Get started for free or get in touch to see how Common Room can help you build a better lead scoring system.