A note about the Account Scoring feature

Account Scoring allows Jabmo to de-anonymize your web traffic, identify the companies visiting your website and score them. You can then prioritize the accounts which are worthy of a next marketing or sales action. The feature works by tracking different activities and interactions of visitors with your website.

Account Scoring Methodology

To help you prioritize your accounts, we revisited our account scoring methodology to enable the platform to leverage even more of your 1st party data and contact data (both anonymous and known contacts). The new scoring system is built to help you:

  1. Identify accounts demonstrating intent to buy or surging—and worthy of a marketing or sales action.

  2. Deliver account buying intent signals to sales users regardless of whether they are ABM accounts.

  3. Identify which accounts should be primed with ABM.

The new account scoring system applied to the Account Scoring dashboard evaluates all the accounts visiting your website and allocates a score between 0 and 100 to each account based on different activities. The total score is made up of various components:

  1. Buying group size (number of known and anonymous buying group members).

  2. Content consumption on your website.

  3. Page views and activity across web pages which are part of the account’s buying journey.

  4. Omnichannel engagement signals.

  5. Form fills/leads matched to the account.

Sample Account Scoring List and Scores

New Scoring System for Accounts Visiting your Website

New Scoring System for Accounts Visiting your Website


Account Scoring Activities Breakdown

Score Components

Activity

Definition

Buying Committee Size

Known Visitors

Visitors engaged that made themselves known through form fills.

Buying Committee Size

Anonymous Visitors

Visitors who are researching the website anonymously.

Content Consumption

Time on Site

Total time visitors from an account are spending on the website.

Account Journey

Page Views

Page view activity from an account.

Account Journey

Key Page Views

Page view activity from an account, categorized as key pages.

Account Journey

Awareness Stage Page Views

Page view activity from an account, categorized as being in the Awareness stage.

Account Journey

Consideration Stage Page Views

Page view activity from an account, categorized as being in the Consideration stage.

Account Journey

Decision Stage Page Views

Page view activity from an account, categorized as being in the Decision stage.

Omnichannel Signal

Channel Diversity

Level of account activity from distinct marketing channels.

Omnichannel Signal

Search Engagements

Level of account activity from visits that originated from search engines (organically, via not paid ads).

Omnichannel Signal

Social Engagements

Level of account activity from visits (organic and paid) that originated from social platforms like LinkedIn, Facebook and Instagram.

Omnichannel Signal

Paid Ads Engagements

Level of account activity from visits that originated from advertising efforts. For example display ads, paid search ads, Google Ads and Jabmo Ads.

Form Activity

Form Submits

Account visits leading to form fills (containing at least an email address), from that account.

Prerequisites - What do I need to have account scoring?

To be able to leverage this feature, you need to have:

  • The Jabmo Pixel/Tag installed on your website.

  • Access to your Jabmo ABM Dashboard.

  • Account activity/engagement data for at least a week.

  • Optional: A list of key accounts and key pages to track.

Frequently Asked Questions (FAQ)

  • How are the account scores calculated?
    A single account score is representative of the activities of that account, compared to the average activity level of all other accounts in the selection. The selection can include all accounts or a filtered view of those accounts.

  • What does a score of 100 mean?
    A score of 100 means that the account scored significantly above average, across all of the scoring components. When there are one or more accounts at 100, their relative position determines which one is more active.

  • How do filters interact with the account list and scores?
    Any filters applied to the dashboard will show accounts that are part of that filter. For example, applying a key page filter will show only accounts which have visited the selected key page(s). Therefore, the account scores as well are evaluated based on the pool of accounts satisfying the filter criteria.

  • Why do the account scores change when I apply filters to the list?
    The scoring system supports dynamic scoring: the ability of the scoring system to dynamically change the score based on filters. Filters are meant to scope the list of accounts being evaluated, therefore the account scores will be re-calculated each time the filter/list of accounts being evaluated changes - resulting in dynamic scoring. This allows for better evaluation of accounts based on the account selection criteria/filter.

  • Can I export the whole list of accounts and scores?
    Yes, you can export all the data in the All Accounts Engaged visual, including the scores. Click on the visual, then on the meatballs menu and you will see export options to CSV and Excel:

    Data Export Options

Data Export Options

Can I see scores for my target accounts and key accounts?
Yes, an Account Type filter enables a user to choose between Target Accounts and Key Accounts (or both). The calculation of the score will depend on the underlying pool of accounts selected. If choosing only target accounts, they will be evaluated among themselves and not against other accounts. If choosing all accounts, target accounts will be evaluated against the whole pool of accounts visiting the website.

Account Type Filter

Account Type Filter

  • Which marketing channels/platforms form part of the ‘Paid Ads Engagement’ activity in the scoring system?
    The traffic sources taken into consideration for each activity (where relevant) are described in the definition column in the table Account Scoring Activities Breakdown. This is a non-exhaustive list and in general, traffic sources that match a particular category will be included in the relevant activity and score component.

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