Welcome to your Masterclass in Account Scoring – where we take your Salesforce skills from good to guru-level! With the Spring ‘25 release, Salesforce introduces Account Scoring, a smart, customizable, and easy-to-manage scoring solution within Marketing Cloud Growth and Advanced Editions (aka “Marketing Cloud on Core” or just “Marketing Cloud”). So, grab your virtual whiteboard, and let’s dive in!
Account Scoring 101: The Fundamentals
Account Scoring is a brand-new feature in Marketing Cloud on Core, designed to give businesses deeper insights into which accounts are most likely to convert. Unlike People Scoring, which evaluates individual leads and contacts based on engagement and fit, Account Scoring takes a broader approach, analyzing entire organizations. This is especially valuable for Account-Based Marketing (ABM) strategies, where sales and marketing teams focus on targeting high-value accounts rather than individual leads.
How Does Account Scoring Differ from People Scoring?
- People Scoring is focused on individual engagement and fit. Individuals are scored based on how well they fit your ideal persona and how often they engage with your Marketing initiatives.
- Account Scoring aggregates data from all contacts within an organization, providing a more holistic view of an account’s likelihood to convert.
- Intent Scoring (optional in Account Scoring) identifies buying signals, making it easier to target accounts actively considering a purchase.
Account Scoring is a game-changer for ABM-focused campaigns, where teams need to evaluate an entire company rather than just a single decision-maker. With this new feature, marketing and sales teams can prioritize high-value accounts, personalize outreach at the account level, and drive stronger conversion rates.
Let’s break down the core curriculum of Account Scoring in Marketing Cloud on Core:
- Engagement Scoring – Think of this like a participation grade. The more someone interacts (emails, website visits, messages), the higher the score.
- Fit Scoring: This is your compatibility test. Does the account match your ideal customer profile? If so, your points will increase.
- Intent Scoring – This one’s all about purchase signals. If an account drops hints they are ready to buy, the score reflects that.
Now let’s discuss how to elevate your Account Scoring skills to an expert level.
Take Control of Calculated Insights
Previously, once you published scoring rules, the system would auto-refresh Calculated Insights every six hours – whether you wanted it or not. With Spring ‘25, Salesforce has introduced the power to unschedule or reschedule Calculated Insights. Now, you control when and how often your scores refresh, ensuring you’re optimizing Data Cloud service credits and keeping your system running efficiently.
Customize Your Scoring Model Like a Pro
Say goodbye to one-size-fits-all scoring. Account Scoring allows you to adjust the weighting of Engagement, Fit, and Intent Scores to align with your business strategy and ensure the scoring model fits your unique needs.
- Need Engagement to weigh 70% instead of 50%? You got it.
- Want Intent to be the biggest factor? Done.
- Would you prefer Fit to lead the charge? No problem.
Activating Account Scoring
To start using Account Scoring:
- Create a Unified Account Identity ruleset
- Account Identity rulesets allow you to target contacts related to accounts as well as segments based on Account attributes.
- Enable Account Scoring
- You can also enable Intent Scoring at this stage if you wish to use this feature.
3. Customize your scoring rules and your score ratio. Don’t forget to republish your rules once your changes are saved.
Smarter Rule Management and Publishing
No more accidental rule mishaps! Now, when you tweak your scoring rules, you’ll need to publish them again for the changes to take effect. Here’s your checklist for success:
Customize Fit and Engagement Scoring under Setup > Scoring Rules.
Fine-tune Account Scoring under the Account tab.
Republish once all your changes are set.
Remember, once published, rules cannot be unpublished – only modified.
Keep case sensitivity in mind (“Example” ≄ “example”)
Time to Put Your Skills to the Test
Congratulations, you’ve just completed your Spring ‘25 Account Scoring Masterclass! Now, it’s time to put your knowledge to work. Whether refining your scoring model or just getting started, these updates give you everything you need to optimize and win more deals.
Want expert guidance? The Sercante team is here to help. Contact us, and let’s make your scoring strategy a success!
