Account Scoring vs Lead Scoring: Why We Switched

Rishabh Sharma 3 min readJuly 18, 2024

Why account scoring

In B2B, decisions happen at the account level. Ten engaged people from one company matter more than 10 people from 10 different companies.

Firmographic fit, account-level engagement (not individual), buyer signals (job changes, funding, tech stack). Individual lead scoring deprioritized.

Sales works accounts, not leads. When an account hits threshold, an AE gets the whole account with multiple contacts to engage.

Despite the library of content most orgs build, reps use three things. Build these first.

MQL became meaningless. Here's the replacement metric we use and why sales stopped complaining.

A specific 6-touch ABM sequence structure with touch, channel, and content for each.

Our team ships b2b growth programs every week. Book a free consult — we'll tell you what would move the needle for your brand.