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Account scoring is the secret weapon behind efficient sales teams.
It answers the critical question: “Which accounts should we prioritize?”
Without a clear scoring system, sales teams waste time chasing cold leads while hot opportunities slip through the cracks.
That’s where Clay comes in. It simplifies account scoring by automating data collection and scoring, giving your team a crystal-clear roadmap to focus on high-value targets.
Here’s how to build an account scoring workflow using Clay:
Start by understanding what makes an account valuable.
Break it into two categories:
1. Firmographics:
- Industry
- Company size
- Revenue
- Location
2. Behavioral Signals:
- Recent funding or acquisitions
- Tech stack (e.g., using HubSpot)
- Job openings (roles relevant to your solution)
📌 Pro Tip: Focus on data points that align directly with your ICP (ideal customer profile).
For example, if you sell HR software, look for companies hiring HR leaders.
Manually collecting data to score accounts is a time drain.
Clay automates this step with real-time data enrichment.
Here’s how to set it up:
1. Connect your CRM to Clay.
- Import your account list into Clay.
- Use Clay’s integrations to enrich each account with data like tech stack, LinkedIn profiles, and revenue details.
2. Pull actionable data.
- Clay scours over 50+ data sources to enrich accounts with dynamic information.
- Examples: Did the company just raise funding? Are they hiring for roles related to your product?
Now that your data is enriched, it’s time to create a scoring system.
Assign weights to different attributes based on their importance.
Example:
- Industry fit: 30 points
- Company size (50–500 employees): 20 points
- Tech stack compatibility: 30 points
- Recent funding: 20 points
Add these points up to calculate a total score for each account.
📌 Pro Tip: Start with simple weights and refine them based on historical data.
For instance, if funded startups convert better than bootstrapped ones, increase the score for funding signals.
Clay simplifies scoring by applying rules directly to enriched data.
1. Set up scoring rules
Use Clay’s no-code workflows to assign points to each attribute automatically.
For example: “+10 points for accounts in tech,” “+15 for accounts using Salesforce.”
2. Rank accounts
Clay calculates scores for every account in real-time, ranking them from highest to lowest potential.
3. Sync with your CRM
Push the scored list back into your CRM so sales reps always know who to prioritize.
Once accounts are scored, use the data to fuel your outreach strategy.
- High-priority accounts (80+ points):
Assign to your top reps for personalized outreach.
- Mid-priority accounts (50–80 points):
Add to automated nurture sequences using tools like Instantly.ai or Apollo.io.
- Low-priority accounts (<50 points):
Monitor for future signals (like funding or hiring) that could increase their score.
Your scoring system isn’t static.
Regularly refine it based on results.
- Analyze win rates by score tier
Are high-scoring accounts closing faster?
- Adjust scoring weights
Did certain signals (e.g., tech stack) underperform compared to others?
📌 Pro Tip: Use Clay to continuously update data, ensuring your scores reflect the latest information.
Here’s what happens when you get account scoring right:
- Sales reps focus on high-value leads, not dead ends.
- Outreach is tailored to the right accounts, increasing conversion rates.
- Leadership has a clear picture of pipeline health and growth opportunities.
💡 Companies with strong lead/account scoring systems see a 20% boost in sales productivity (source: HubSpot).
Stop wasting time on unqualified accounts. With Clay’s account scoring, you can automate the entire process, keep your data fresh, and give your sales team the edge they need to close more deals. Ready to transform how you prioritize accounts? Check out Clay and start building a smarter sales pipeline today: Learn More.
