Matching - Account Scoring Guide

Contents:

• Overview
• Why is Account Scoring Used?
• Setting Up Account Scoring
• Managing Account Score Field Mappings
• Creating an Account Score Modifier
• Managing Account Score Modifiers
• Best Practices

Overview

Why is Account Scoring used?

LeanData Account Scoring allows your business to roll up the most relevant scoring metrics to power account-level analytics and lets you identify the most relevant accounts to orchestrate the best engagement strategy. Use custom scoring to define the best scoring metrics and score accounts using any scoring field on your Leads and Contacts.

Account Scoring Functionality includes:

• Aggregates Lead and Contact scores to their Matched Accounts
• Native within your Salesforce environment
• Configurable score weighting 
• Automatically refreshes once per day 

Checkpoints prior to setting up Account Scoring:

• LeanData Tagging must be enabled and run prior to use.
• Field Mappings must be set up (numeric custom account field) first before setting up Account Scoring Modifier and a Field Mapping may be created for each score type and operator pair (details below). 

Adding an Account Scoring Field Mapping

In order to set up the Account Scoring section of LeanData first, you must first set up Field mappings. 

Field mappings are used to determine which Account field you wish to map the aggregate account score to. 

1. From the LeanData App, navigate to Matching > Account Scoring > Field Selection.
2. Click on Add Row

Managing Account Score Field Mappings

When setting up your score field mappings, you will have to define the following:

• Score Type: Specifies the types of Lead and Contact scores to consider (positive, negative or both)
• Operator: Determines what LeanData does with the scores that are rolled up to the Matched Account; Examples: sum score, median score, minimum score, etc.
• Target Field: These are the fields that LeanData will populate with the calculated account score values.
  • Please Note: these Account Scoring fields must first be created in your Salesforce instance before they will show up in the Target Field dropdown.
• Remember to click Save Settings before exiting the Account Scoring Field Mapping page.

Creating an Account Score Modifier

1. From the LeanData App, navigate to Matching > Account Scoring > Score Modifiers.

2. Choose which Lead Field and Contact Field contains the numerical score you wish to use as the basis for the Account Score.
3. Click Add Row to create a Score Modifier Rule.

Managing Account Score Modifiers

Please Note: Make sure the Enable Account Scoring Box is enabled if you would like to use LeanData Account Scoring.

1. Lead Field: Selects the Lead field that stores the relevant score to roll up to the Account level
2. Contact Field: Selects the Contact field that stores the relevant score to roll up to the Account level
3. Lead Field: This is the Lead field you will evaluate to determine whether to apply a modifier
4. Contact Field: This is the Contact field you will evaluate to determine whether to apply a modifier
5. Operator: Determines how to detect the modifier criteria (e.g. Contains, Does Not Contain, Greater Than, etc.)
6. Value: Is used with the Lead/Contact field criteria and operator to determine which Leads and Contacts will have a score modifier applied to them
7. Modifier: This will determine how LeanData will modify the Lead and/or contact score before rolling it up to your Account score field (e.g. a modifier of 2 will double the score, a modifier of 0 will zero out a score)
8. Save: This will save the Account Score Modifier settings, but will not run the Account Scoring job (it will run automatically every evening)
9. Save and Run: This will save the Account Score Modifier settings and trigger a scoring job to run immediately.

Best Practices

1. Zero out certain titles: Test titles, interns, consultants
2. Increase scores based on titles:
   A. If a Sales Ops or Sales Operations title is the target buyer for product, increase their score 10x
   B.  For Head Of/Director/VP/Vice President titles, increase their score 20x
3. Reporting: Create reports with accounts that have scores above or below a certain threshold
4. Segmentation: Segment nurture emails, communications and marketing pushes based on account scores

Questions? Please submit a ticket to LeanData Support.