Account Scoring

Account Scoring is one of the most popular use cases for HG for Salesforce. To do this, you will need to create a Technographic Score for each account.

Building out the Technographic Score itself is fairly straightforward. HG Insights has partnered with Salesforce.com to build HG for Salesforce, which allows companies to enrich, append, and update their customer and prospect accounts with detailed technographics – directly in Salesforce CRM.

In the example below, we’re going to assume that we have a solution that integrates with Salesforce.com CRM very well but also works with Marketo and Hubspot. Using Technographics Scoring, we’ll create a simple process that helps prioritize accounts with these technologies.

Now to get into the details…

Steps to Create a Technographics Score

For this example, we’ll create the following custom fields:

– a Formula field on the HG Insights Technologies object

– a Roll Up Summary field on the Account object

1. First, we will create the new Formula field (returning a number) called “Technographic Score” on the HG Insights Technologies Object. The formula itself will be based on the attributes of the technology. In this example, we wanted to prioritize accounts with Salesforce installed first, Marketo second, and HubSpot third so we assigned numerical values to reflect this priority.

2. Now that we have a field on the HG Insights Technologies records that show how much scoring impact we want for each technology, we need to sum this up on the Account. Since HG for Salesforce brings in technographic insights into Salesforce as a Master-Detail related object to the Account record, we can use a Custom Roll-Up Summary field to summarize the Technographic Scores for each technology.

We can also use the Filter Criteria to only show technologies where there is a Confidence Score above 0.5 (indicating a high likelihood the technology is installed at the account).

Technographics scoring helps you prioritize your accounts with sophistication, and thanks to HG for Salesforce, it’s also easier than ever to implement into your sales and marketing organization.By setting up something similar to the above, you now have the ability to use technographic scoring to prioritize all your accounts based on the technologies they use. In this simple example, if you want to target all accounts using Salesforce (50 points) + Marketo (30 points), you could select all the accounts with a score of 80 (this value is displayed on all account records). You can also use technographic scoring as part of a generalized account score that takes into account other factors such as firmographics and behavioral data.