Lead and account scoring is part and parcel of most go-to-market strategies.
But sales reps often find it difficult to leverage these insights in their day-to-day work.
Building a predictive scoring model is a time-intensive process—one that sales teams usually don’t have much control over. So scores end up over-engineered (so complicated you miss out on solid opportunities) or under-engineered (so simplistic you miss out on crucial context).
In this playbook, we’ll show you how to create a better lead and account scoring system, operationalize it for sales teams, and quickly start driving results.
Let’s get ready for takeoff ✈️
What you’ll need:
Common Room provides proprietary machine learning models for lead and account scoring that can be tailored to predict the business outcomes you care about most.
Scoring models can be fine-tuned for any purpose, such as converting more opportunities into closed-won deals or supporting account renewals and expansions 💸
The Common Room team will work with you to configure how data is passed into Common Room, as well as how historical data is used to complement fresh data sets and improve the accuracy of scoring.
An ensemble of ML models that learn from historical trends will reveal exactly who your customers are, how they use your product, what they’ve said about you, and more in order to predict which people and organizations you should pay attention to.
AI-driven scoring not only helps you zero in on obvious opportunities, it also uncovers unintuitive insights. For instance, your model may find that free trial accounts with moderate levels of product usage are actually more likely to convert than accounts with the highest levels of activity.
Account scores are based on multiple data points, from product usage to activity in social and community channels to firmographic information, such as industry and job title. Lead scores—which are calculated using the same criteria on a per-user basis—can be customized to be dependent on account scores in order to help you identify which people to reach out to at high-value accounts.
Leads and accounts are assigned a rating of excellent, good, or fair, along with an explanation of why a person or organization received that score based on different attributes and actions.
Once our model is complete, we can dig into what our AI-powered lead and account scoring uncovered.
After scoring is deployed to our Common Room instance, lead and account scores can be added as custom columns across our views of individuals and organizations.
Log in to Common Room and click Organizations in the left sidebar. From here you can view the account score for every organization across your digital ecosystem.
Simply hover over the score to see which key factors influenced the result 🕵️
Now click Members in the left sidebar. Here you can see lead scores for individual buyers and which factors led to those scores.
But we don’t want our sales reps to just look at lead and account scores—we want them to take action on them.
Let’s make sure reps can quickly put these insights to work.
In this case, let’s say we want to give a sales rep a list of economic buyers who also match our ideal persona.
Click Segments in the left sidebar.
We’ll click New segment and choose Create new segment for members.
We’ll give our segment a name and description, hit Create segment, and select Set up management rules under the auto-add/remove section.
Then we’ll click Set criteria.
Now we can create a segment that automatically updates itself with fresh opportunities every day.
Click Add filter and choose Member tags.
Select Economic buyers from the dropdown list.
Now click Add filter and choose Member tags again. Then select Ideal persona from the dropdown list.
Click Save and now every person who matches our criteria for an economic buyer and ideal persona will automatically be added to this segment 🥳
Better yet, reps can prioritize outreach based on those individuals’ lead scores.
Reps can click into any individual in a segment—or simply use the preview button to get a quick overview—to see a person’s contact information, employment history, and other key information.
Reps can also make sure they’re automatically notified any time a new person is added to the segment.
All they have to do is click into the segment, hit Get notified, and choose what they want to be notified about and when. Notification delivery methods can always be customized in the Settings menu (the little ⚙️ icon at the bottom of the left sidebar).
Now let’s make it easy for reps to act on the information in front of them.
Toggle on Task view at the top of the segment.
This turns the segment into a list of pending tasks reps can work their way down.
Based on the lead score, reps can choose to add individuals to personalized Outreach sequences, email them, send them messages in Slack, sync their records with Salesforce, and more—all from the same place.
Say goodbye to tabbing back and forth between tools and say hello to sales productivity 👋
Presto—we now have a way to create comprehensive lead and account scores and surface them directly to sales teams 🪄
Even better, we have a way for reps to act on them quickly.